Executive Summary

Jun 2019
PROSPECTS
Traditional toys and games surpasses expectations in 2018

2018 was a good year for traditional toys and games, with sales surpassing industry expectations, despite a stagnating economic scenario. Having suffered one of the worst strikes in years and only starting to recover from a major economic crisis, traditional toys and games in Brazil was able to bounce back.

“Wow” factor to propel future sales of traditional toys and games

The “wow” factor continues to boost sales of traditional toys and games – and the trend does not look like fading away. Undeniably, everyone likes a good “wow”, something that stands out from the norm, and when applied to a specific product such as a toy, this creates intrinsic value in a consumer base that is more susceptible to external influences – children.

Logistics poses barrier for faster growth in internet retailing

As e-commerce continues recording one of the fastest growth rates in retailing, products spanning different industries strive to position themselves in the channel, and traditional toys and games is no exception. Ranging from pure e-commerce players such as Amazon Brasil to multichannel players Magazine Luiza and Lojas Americanas, manufacturers are positioning themselves online to grab a share of internet retailing’s growth.

COMPETITIVE LANDSCAPE
Matttel and Hasbro continue to lead in traditional toys and games

American manufacturers Mattel and Hasbro remained the leading players in traditional toys and games in 2018. Thanks to wide brand recognition with iconic toys such as Hot Wheels, Barbie, Nerf and Playskool, the two manufacturers were able to maintain their leadership through growth in well-positioned toy categories such as dolls and accessories and action figures.

Retailers position their private label lines in the marketplace

Retailer Ri Happy Brinquedos, the strongest and most renowned bricks-and-mortar chain of toy stores in Brazil, is increasingly penetrating traditional toys and games with the launch of its own lines, including Ri Happy and PB Kids. With its expertise in retailing and tactical information regarding what are the best-selling toys within its stores, the retailer positions lower-priced versions of toys that are the most successfully selling products from other manufacturers.

Local companies increase their participation in traditional toys and games

Brazilian companies are still small in comparison with their international counterparts, be it manufacturers or distributors. However, even if it has been at a slow rate over the years, local companies are steadily increasing their footprint in traditional toys and games.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Traditional Toys and Games industry in Brazil with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Traditional Toys and Games industry in Brazil, our research will save you time and money while empowering you to make informed, profitable decisions.

The Traditional Toys and Games in Brazil market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Traditional Toys and Games in Brazil?
  • What are the major companies Brazil?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Traditional Toys and Games in Brazil - Category analysis

HEADLINES

PROSPECTS

Traditional toys and games surpasses expectations in 2018
“Wow” factor to propel future sales of traditional toys and games
Logistics poses barrier for faster growth in internet retailing

COMPETITIVE LANDSCAPE

Matttel and Hasbro continue to lead in traditional toys and games
Retailers position their private label lines in the marketplace
Local companies increase their participation in traditional toys and games

CATEGORY DATA

Table 1 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 2 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 3 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 4 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 5 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 6 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 7 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 8 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 9 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 10 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 12 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Toys and Games in Brazil - Industry Overview

EXECUTIVE SUMMARY

Toys and games gains traction in 2018, with further growth expected
The “wow” factor continues to drive growth
International manufacturers continue to lead traditional toys and games, albeit toy leaders are losing share
E-commerce continues gaining share in toys and games sales
Toys and games projected to continue growing over the forecast period

MARKET DATA

Table 13 Sales of Toys and Games by Category: Value 2013-2018
Table 14 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 16 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 17 Distribution of Toys and Games by Format: % Value 2013-2018
Table 18 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 19 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources