COMPETITIVE LANDSCAPE
Prinsel's new toys gain traction amidst shifts in share
Traditional toys and games in Mexico is relatively concentrated, with the top five companies accounting for 48% of value sales in 2024, which is above the Latin American average of 37%. However, concentration decreased slightly between 2019 and 2024, with the top five companies holding 51% of value sales in 2019.
Major brands sustain sales using licences and retail positioning
In 2024, major international brands in traditional toys and games in Mexico sustained their sales by leveraging their wide portfolios to negotiate advantageous retail pricing and positioning. This strategy allowed them to dominate the competitive environment, leaving limited opportunities for smaller competitors.
Mattel’s Hot Wheels set to launch a Formula 1 collection targeting kidults
Due to the high popularity of motor racing, Mattel is set to introduce a new Formula 1 collection within its Hot Wheels brand globally during the forecast period 2024-2029, including in Mexico. Both single and 5-pack assortments will be available, as well as premium collectors' items, and Formula 1 track and play sets.
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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 FINDINGS
Kidult trend drives growth, while the rise of retail e-commerce impacts distribution
Hot Wheels drives growth in model vehicles, driven by the popularity of Formula 1
Labubu plush craze driven by adult collectors and social media influence
Injusa targets consumers with premium ride-on vehicles which integrate technology
The largest category, dolls and accessories, is anticipated to expand in the forecast period
Competing with video games through the integration of technology
Games and puzzles set to perform well, with investments in products and distribution
Company investment in different areas likely to contribute to growth
McDonald's Pokémon promotion to boost demand for the brand
Prinsel's new toys gain traction amidst shifts in share
Major brands sustain sales using licences and retail positioning
Mattel’s Hot Wheels set to launch a Formula 1 collection targeting kidults
Hypermarkets continues to lead the distribution of traditional toys and games
Retail e-commerce sees the strongest increase, as online players invest in improvements
Retail e-commerce set to reshape traditional toys and games
Toys and Games in Mexico - Industry Overview
Dynamism driven by the kidult trend, subscriptions, and cloud gaming
Video games drives growth and remains the largest category
Kidults is an increasingly important consumer group
Nintendo adjusts its pricing strategy to boost Switch Online subscriptions in 2024
Video games set to lead value growth, although traditional toys and games will also perform well
Cloud gaming and subscription models set to reshape toys and games
Gaming headsets expected to gain popularity
Kidults likely to shape growth in traditional toys and games
Retail e-commerce set to maintain its rising trend
Mattel and Hasbro face challenges, but Microsoft extends its lead
Fortnite's popularity boosted by character features and server expansion
Mattel to launch Formula One Hot Wheels collection targeted towards kidults
Retail e-commerce maintains its lead and sees the highest growth
Improvements to company operations boost sales of toys and games via retail e-commerce
Erosion of offline share, but bricks-and-mortar outlets remain important
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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