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Toys and Games in Brazil

Publisher Euromonitor International
Published Jul 16, 2025
Length 28 Pages
SKU # EP20215163

Description

In 2024, toys and games in Brazil saw growth, driven by video games and the kidult trend. The return of traditional toys and games, supported by the ban on mobile phones in schools, especially contributed to increased sales of games and puzzles. Established brands continued to dominate, shaping consumer preferences for trusted quality. The landscape remains fragmented, with a concentration of value sales among the top companies.

Euromonitor International's Toys and Games in Brazil report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

28 Pages
Toys and Games in Brazil
Euromonitor International
July 2025
List Of Contents And Tables
TOYS AND GAMES IN BRAZIL
EXECUTIVE SUMMARY
Kidult trend and established brands continue to drive growth
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
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
ECONOMIC CONTEXT
CHART 5 Real GDP Growth and Inflation 2019-2029
CHART 6 PEST Analysis in Brazil 2024
CONSUMER CONTEXT
CHART 7 Key Insights on Consumers in Brazil 2024
CHART 8 Consumer Landscape in Brazil 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN BRAZIL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Construction toys is most dynamic, as kidult trend and licensing contribute to growth
CHART 9 Key Trends 2024
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Mattel gains share, while Hasbro and Estrela face challenges
Sunny invests in licences and expands product selection to target adult collectors
CHANNELS
Mercado Livre supports competitive pricing in retail e-commerce
Toy retailer Ri Happy partners with Estrela to release limited-edition toy
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN BRAZIL
KEY DATA FINDINGS
2024 DEVELOPMENTS
Shift towards multi-platform gaming and increase in subscription services
CHART 13 Key Trends 2024
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
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

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