Competitive Landscape
Mattel and Hasbro Reinforce Lead as Lego Gains Momentum
Traditional toys and games in Mexico remains moderately concentrated, with the top two players, Mattel México SA de CV and Hasbro de México SA de CV, together accounting for over one-third of total value in 2025. Between 2020 and 2025, the environment has become slightly less concentrated, as Mattel México’s share declined from 24% to 21% and Hasbro de México’s share dropped from 23% to 15%, while LEGO Mexico SA de CV increased its share from 5% to 7%.
Leading Companies Sustain Brand Loyalty through Nostalgia
Mattel México maintains its leadership through the continued popularity of its core brands, especially Hot Wheels, Barbie, and Fisher-Price, with Hot Wheels serving as the primary growth engine due to its strong position in model vehicles and widespread brand recognition. Hasbro de México holds its second-place position, supported by its strength in action figures and accessories, as well as games and puzzles.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Traditional Toys and Games industry in Mexico, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in Mexico report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Traditional Toys and Games in Mexico?
- Which are the leading brands in Traditional Toys and Games in Mexico?
- How are products distributed in Traditional Toys and Games in Mexico?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Mexico?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Traditional Toys and Games in Mexico - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Mattel Leverages Collector Drops to Unlock Kidult Value
Action Figures and Construction Benefit From Nostalgia
Tiktok Shop Launch Accelerates Impulse Toy Sales via Social Commerce
Adults to Drive Premium Collectible Launches and Sustain Value Growth
Dolls and Accessories to Expand through Innovation and Collector Appeal
Digital Integration and Educational Value to Reshape Product Design and Purchasing
Mattel and Hasbro Reinforce Lead as Lego Gains Momentum
Leading Companies Sustain Brand Loyalty through Nostalgia
Hypermarkets Lead through Competitive Pricing and Accessibility
Disney Store Mexico Drives In-Store Experiences to Boost Loyalty
Online Platforms Win Shoppers with Choice, Price, and Convenience
Mattel and Hasbro Elevate Kidult Engagement with Premium Collectibles
Mattel Creations and Tiktok Shop Transform Collector and Impulse Buying
Barbie Signature Día De Muertos Collection Boosts Emotional Brand Loyalty
Toys and Games in Mexico - Industry Overview
2025 Developments
Key Data Insights
Microsoft and Nintendo Ignite Digital-Led Growth through Consoles and Subscriptions
Mattel and Lego Boost Premium Demand with Cultural and Adult-Focused Collectibles
Tiktok Shop and Gifting Peaks Accelerate Omnichannel and Impulse-Driven Sales
Video Games to Lead Growth through Digital Access and Subscription Models
Kidult Demand, Cultural Collectibles, and Omnichannel Retail to Shape Traditional Toys
Microsoft Overtakes Mattel as Console Gaming Drives Stability
Omnichannel Retail Supports Innovation across Categories
Store-Led Gifting Anchors Value as Consumers Rely on Physical Inspection
Tiktok Shop Drives Creator-Led Discovery and Impulse Purchases
E-Commerce Outpaces Stores as Digital Software and Subscriptions Surge
Cultural Co-Creation Drives Collector Product Design
Service-Embedded Hardware Deepens Platform Loyalty
Social Commerce Integration Reshapes Product Discovery and Shelf Strategy
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional Toys and Games
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy 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 report originates from Passport, our Traditional Toys and Games research and analysis database.
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