COMPETITIVE LANDSCAPE
Mattel gains share, while Hasbro and Estrela face challenges
Traditional toys and games in Brazil is fragmented, with the top five companies accounting for 38% of value sales in 2024. Concentration increased slightly from 2019 to 2024, as the top five companies held 37% of value sales in 2019.
Sunny invests in licences and expands product selection to target adult collectors
Sunny Brinquedos is one of the country’s leading importers and distributors of licenced products, recognised for its dynamic portfolio and strong presence in the national market. Building on its reputation for bringing the world’s most popular toy brands and franchises into the Brazilian market, the company continues to position itself through notable investment in licences for Pokémon, Roblox, and Dragon Ball.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Brazil?
- Which are the leading brands in Traditional Toys and Games in Brazil?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Brazil - Category analysis
KEY DATA FINDINGS
Construction toys is most dynamic, as kidult trend and licensing contribute to growth
Traditional toys and games benefits from phone restrictions and licensing; construction leads growth
Lego leverages nostalgia with McLaren edition to drive growth
Lego expands its reach with hybrid construction/board game concept
Mobile phone ban in schools helps drive dynamism of games and puzzles
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
Toys and Games in Brazil - Industry Overview
Kidult trend and established brands continue to drive growth
Cloud gaming and subscription services drive growth in video games
Estrela capitalises on nostalgia with Xuxa doll relaunch
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
E-commerce remains dominant, but in-store experience still matters for retailers
Ri Happy toy retailer partners with Estrela to introduce limited-edition retro line of classic toys
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?
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- 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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