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Traditional Toys and Games in Brazil

Publisher Euromonitor International
Published Jul 16, 2025
Length 21 Pages
SKU # EP20215080

Description

Traditional toys and games in Brazil saw decelerated growth in 2024 compared to the previous year, and lower than the regional average. Construction was most dynamic, driven by brand awareness and wide penetration. The kidult trend significantly impacted games and puzzles, while licensed products and e-commerce strategies played crucial roles. The category remains fragmented, with key players adapting to evolving consumer preferences and retail dynamics.

Euromonitor International's Traditional 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: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

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

Why buy this report?
* Get a detailed picture of the Traditional 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

21 Pages
Traditional Toys and Games in Brazil
Euromonitor International
July 2025
List Of Contents And Tables
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 1 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 2 Special Edition Lego Senna Mclaren Leverages Nostalgia Among Kidults
Lego expands its reach with hybrid construction/board game concept
CHART 3 Newly Launched Lego Monkey Palace Combines Construction With a Board Game
Mobile phone ban in schools helps drive dynamism of games and puzzles
CHART 4 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
CHART 5 Key Trends 2024
CHART 6 Estrela Relaunches Xuxa Doll Based on Brazilian TV Presenter Xuxa Meneghel
CHART 7 Lego and Galápagos Combine to Create New Lego Monkey Palace Board Game
CHART 8 Analyst Insight
CHART 9 Real GDP Growth and Inflation 2019-2029
CHART 10 PEST Analysis in Brazil 2024
CHART 11 Key Insights on Consumers in Brazil 2024
CHART 12 Consumer Landscape in Brazil 2024
TOYS AND GAMES IN BRAZIL
EXECUTIVE SUMMARY
Kidult trend and established brands continue to drive growth
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
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
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
CHANNELS
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
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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