Toys and Games in Brazil

July 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in Brazil 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the Toys and Games industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Toys and Games in Brazil 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 Toys and Games in Brazil?
  • Which are the leading brands in Toys and Games in Brazil?
  • How are products distributed in Toys and Games in Brazil?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Brazil?
  • 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?

Toys and Games in Brazil

Kidult trend and established brands continue to drive growth
Chart 1 Key Trends 2024
Cloud gaming and subscription services drive growth in video games
Estrela capitalises on nostalgia with Xuxa doll relaunch
Chart 2 Estrela Relaunches Xuxa Doll Based on Brazilian TV Presenter Xuxa Meneghel
Disney leverages brand recognition as dolls and accessories experiences decline
Mobile restrictions in schools see children embrace traditional games and outdoor play
Video games to lead toy and games expansion over the forecast period
Growth supported by digital expansion and continued popularity of licenced products
Diverse market strategy required in challenging environment
Mattel leads, while Hasbro declines due to franchise weakness
Share gain for Krafton, while Sunny invests in Pokémon licences
Lego partners with Galápagos to enter board games
Chart 3 Lego and Galápagos Combine to Create New Lego Monkey Palace Board Game
E-commerce remains dominant, but in-store experience still matters for retailers
Chart 4 Analyst Insight
Ri Happy toy retailer partners with Estrela to introduce limited-edition retro line of classic toys
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in Brazil 2024
Chart 7 Key Insights on Consumers in Brazil 2024
Chart 8 Consumer Landscape in Brazil 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Brazil

KEY DATA FINDINGS

Construction toys is most dynamic, as kidult trend and licensing contribute to growth
Chart 9 Key Trends 2024
Traditional toys and games benefits from phone restrictions and licensing; construction leads growth
Lego leverages nostalgia with McLaren edition to drive growth
Chart 10 Special Edition Lego Senna Mclaren Leverages Nostalgia Among Kidults
Lego expands its reach with hybrid construction/board game concept
Chart 11 Newly Launched Lego Monkey Palace Combines Construction With a Board Game
Mobile phone ban in schools helps drive dynamism of games and puzzles
Chart 12 Analyst Insight
Further growth for traditional toys and games to be supported by the kidult trend; dolls and accessories will maintain its lead
Screen time concerns will drive shift towards traditional toys and games
Upcoming films expected to stimulate growth in action figures and accessories
Mattel gains share, while Hasbro and Estrela face challenges
Sunny invests in licences and expands product selection to target adult collectors
Mercado Livre supports competitive pricing in retail e-commerce
Toy retailer Ri Happy partners with Estrela to release limited-edition toy

Video Games in Brazil

KEY DATA FINDINGS

Shift towards multi-platform gaming and increase in subscription services
Chart 13 Key Trends 2024
Video games software thrives as subscriptions and cloud gaming services increase
Xbox expands cloud gaming, positioning itself as a cost-effective platform
Chart 14 Xbox Cloud Gaming Expands Access Beyond Consoles
Video games software, cloud gaming and subscriptions to drive growth
Chart 15 Analyst Insight
Focus on core brands to reinforce consumer loyalty
Investment in local games production to increase, despite affordability concerns
Xbox One Brand Maintains Microsoft position while PlayStation 5 faces challenges
Krafton's franchise success drives share increase in video games
Legend of Zelda and Final Fantasy drive sales with nostalgic appeal
Subscription services help firms increase their revenues
Cloud gaming adoption requires better infrastructure to address latency issues
Retail e-commerce remains the primary sales channel for video games
Mercado Livre launches new digital products category
Chart 16 Mercado Livre Frequently Launches Promotions on Video Games and Accessories
Local consumers embrace e-commerce due to price sensitivity

COUNTRY REPORTS DISCLAIMER

Download table of contents
The following categories and subcategories are included:

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
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

See all of our definitions
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This report originates from Passport, our Toys and Games research and analysis database.

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