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Warming Up! How Much Incremental Space Is There in the Brazil Toy Market?

China Toy and Juvenile Products Association 2025-07-28 09:43:52

As the largest country in South America, Brazil ranks first in the region in terms of population, land area, and total economic volume, making it a highly influential economy in the area. According to Circana™, the Brazilian toy market showed significant signs of recovery in 2025: the total sales revenue for the first five months increased by 7% year-on-year, and the total sales volume rose by 13% year-on-year. These growth rates exceeded the global toy industry's overall growth rate of 5% during the same period, reflecting a rebound in domestic consumer confidence and strengthened momentum for industry recovery.

"Increased Volume, Decreased Price" Behind the Scenes
The Structural Code of the Brazilian Toy Market

The total sales are approximately 70 million units, a year-on-year increase of 6%.

According to Circana™, the total sales of toys within measurable channels in Brazil in 2024 amounted to approximately RMB 6.11 billion. If the grey market and small retailers not included in the statistics are taken into account, the actual total is estimated to be around RMB 14.3 billion, representing a year-on-year decrease of about 2%, mainly due to economic fluctuations and consumer confidence at the beginning of the year. In terms of sales volume, the total measurable sales in 2024 reached approximately 70 million units, a year-on-year increase of 6%. However, the average unit price dropped to around RMB 88.4, a year-on-year decrease of 6%, indicating a structural trend of "increased volume but decreased price" in the market.

The domestic toy manufacturing industry is primarily driven by low-barrier categories.

Number and Scale of Enterprises: There are a total of 407 toy manufacturers, of which 90 are members of the Brazilian Toy Manufacturers Association.

Product features: Mainly focused on low-tech-threshold categories (such as infant toys, simple dolls, plastic vehicles, etc.), with some enterprises concentrating on producing "affordable alternatives to premium brands," capturing market share through high cost performance.

Development trend: In recent years, the number of local manufacturers has shown a slow growth trend. Some enterprises have begun to introduce automated production equipment to improve efficiency. At the same time, influenced by global supply chain adjustments, a small amount of labor-intensive capacity has shifted from Asia to Brazil.

International brands account for 30%, while local brands dominate.

In terms of brand landscape, internationally renowned brands account for approximately 30% of the Brazilian toy market, with the two giants Mattel and Hasbro together holding over 20% market share; European brands such as LEGO, Möbi World, and Chicco have relatively limited market coverage due to their relatively high prices; the remaining approximately 70% market share is occupied by local brands such as Estrela, Nova Brink, Candide, and generic products.

In terms of category distribution, the structure of the Brazilian toy market shows significant differences compared to other developed European and American countries closely monitored by CIRCANA, mainly reflected in the relatively higher proportions of dolls and vehicle toys in Brazil, and relatively lower proportions of building blocks, exploratory toys, and other toys.

The online channel accounts for approximately 30% of the toy market in Brazil.

According to ABRINQ statistics, there are a total of 900 toy importers in Brazil, with the top 25 importers accounting for two-thirds of the toy import market share. In terms of channel structure, the online channel is expected to account for about 30% of the Brazilian toy market in 2024, with Mercado Libre at the core, representing 30% of online sales.

Amazon Brazil Station: Popular Products from Chinese Brands such as Piececool, Robotime, Mewaii, etc.

An average of 2 items per person behind
The Blue Ocean Potential of the Brazilian Toy Market

Per capita ownership is low, and the market potential is enormous.

The average number of toys per child in Brazil is only two, reflecting that the market is not yet saturated and there is significant room for growth.

Mid- and low-priced toys account for more than 50%, aligning with mainstream consumer preferences.

In 2024, toys priced at 65 RMB or less account for 55% of sales, closely related to the consumption preferences of middle- and low-income families under income disparity.

The penetration rate of authorized products is high.

In 2024, the market share of licensed toys (such as Disney and Marvel IP derivatives) reached 28.9%, higher than in developed countries like Italy (22%) and Germany (20%), reflecting Brazilian children's strong attention to film and anime IPs.

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Warming Up! How Much Incremental Space Is There in the Brazil Toy Market?

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