Toys and Games in Mexico

COVID-19 impact on toys and games

Despite monetary concerns as a result of a lockdown from March in Mexico in response to COVID-19, amplified by April’s “stay-at-home” policy which saw many consumers’ wages reduced for the month, demand for toys and games is set to remain positive in 2020 for both traditional toys and games and particularly, video games as parents look for ways to entertain their children whilst spending long periods of time at home.

COVID-19 country impact

The Mexican government announced nationwide restrictions on non-essential economic activities in most municipalities on 30 March, which took effect the following day, with the population urged to stay at home, where possible. On 16 April, the government extended these restrictions to last until 30 May, with the peak of the COVID-19 epidemic in Mexico occurring in May.

Strengthening gaming culture in Mexico supports performance of video games in 2019, while parents increasingly invest in educational and creative toys and games for their children

Toys and games in Mexico continued to record a stable performance in 2019, driven by the marginally stronger current value growth experienced by video games, due to the increasing popularity of digital video games software, as both younger generations and adults invest in the latest releases through online and mobile platforms. Mexico is now ranked as the most important country within Latin America for video games, supporting this category’s strong growth.

Highly fragmented competitive environment in 2019 led by multinationals but Mexican brands remain relevant in traditional toys and games

Toys and games in Mexico remained a highly fragmented competitive environment in 2019, led by major multinationals brands under video games, including Xbox One, PlayStation 4 and the dynamic Nintendo Switch which continued to gain value share and record impressive current value growth following its entry to static consoles in 2017. Lego, in second position overall, was the highest ranked traditional toys and games brand with its enduring appeal amongst a wide range of ages and supported by the ongoing strong performance by construction in 2019.

Growth set to normalise from 2021, but market is set to continue to perform well overall despite financial and supply concerns

After a surge in demand for a number of toys and games in 2020 in response to the lockdown and the need for hometainment following long hours spend in the home environment, the market is set to return to some level of normalisation from 2021, although overall value growth at constant 2019 prices is predicted to record a stronger performance compared to the review period.

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