Toys and Games in Mexico

Strong growth for toys and games in 2017

During 2017, new brands and products for both traditional toys and games and video games emerged in Mexico, resulting in an excellent performance and an exceptional year for the market.

Mexican families’ composition affect sales

Over the review period, the composition of Mexican families has changed, impacting several industries. Mexicans are having fewer children, (two children on average per family) and the amount of money available for each one has increased.

International companies enjoy higher sales than locals

In Mexico, international companies continued to dominate toys and games but each year local brands expand their portfolios through innovative products, increasing their coverage in distribution channels and offering differentiated products with high quality that easily competes against global brands. The most important global companies such as Mattel, Hasbro and LEGO continued to be the most important with higher sales in the country.

Internet retailing continues to gain ground

Internet retailing continued to gain the greatest value share within distribution channels, primarily due to video games but also due to a change in Mexicans’ purchasing habits, with consumers of traditional toys and games searching for better prices, promotions and sometimes to find products that are difficult to find or have sold out in physical stores.

Technology and digital experience will become increasingly important

Over the forecast period, toys and games is expected to continue to post positive results due to ongoing innovation through many launches each year.

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