The Brazilian toy market strengthened its adaptability in 2024, according to an analysis by Circana, a global data tech company for consumer behavior analysis. With a revenue of R$4.8 billion, the sector experienced a decline of -1.6% in value, but surprised with a 6.1% increase in units sold compared to 2023. This scenario was heavily influenced by an 8.0% reduction in the average product price, reflecting the market's pursuit of greater competitiveness.
Ana Weber, retail director at Circana, states that the dynamics of distribution channels revealed interesting movements throughout the year. "While generalist retailers faced a -5.2% decrease in revenue, they managed to expand their sales in volume, achieving a 6.1% growth in units. The specialized segment showed particular strength, recording gains in both revenue and volume, with 1.8% and 6.5% growth, respectively," he states.
The year was marked by remarkable performances in various categories. The vehicle segment led growth with 10.0%, followed by a strong expansion in games and puzzles with 7.4%. Building blocks maintained their upward trajectory with 25.7%, while plush toys gained even more space in consumer preferences, growing by 12.3%. The "other toys" category also contributed positively, advancing 4.2%.
On the other hand, some segments faced significant challenges. The doll market experienced a decline of -6.0%, while children's and preschool products saw a sharper decrease of -12.4%. Toys for outdoor activities and electronic youth products also felt the impact of the economic scenario, with decreases of -16.7% and -5.7%, respectively.
Amid this dynamic scenario, five manufacturers stood out in market leadership: Mattel, Hasbro, Sunny, Lego, and Candide. The strength of these brands was especially reflected in the ranking of the best-selling products, where the Hot Wheels and Barbie lines from Mattel dominated with multiple appearances among the top ten most successful of the year.
Top 10 products by revenue:
- Hot Wheels Singles
- Hot Wheels pack with 5 cars
- Barbie Dreamhouse
- Marvel Avengers Doll
- Spider Quadricycle
- Barbie Fashion Doll
- Enaldinho doll
- Barbie Color Reveal
- Paw Patrol Vehicle with Collectible Figure
- Hot Wheels Monster Trucks
