With the easing of inflation and the full reopening of the country, toys and games in Brazil registered strong current value growth in 2023. Both traditional toys and games and video games saw growth, although video games saw a much stronger increase.
Still a niche in Brazil, but a global focus of attention, kidults helped to foster awareness of traditional toys and games in 2023, not only by giving their children the games that they wanted to have in the past, but also by playing games and puzzles with them, which helped to increase the bond and interaction with their friends and family. More and more playing venues focused on the adult audience are being seen in different parts of the country, giving a second wind to a category that is slowly transitioning to the digital world.
Video games in Brazil saw PlayStation increase its share of static consoles in volume terms in 2023, benefiting from the decrease in its console prices through price promotions, and also the launch of the PS5 Slim, a more affordable version of its last generation console. Given its focus on the decreasing category of hand-held consoles, Nintendo saw its sales and share decrease in video games hardware in 2023.
The Brazilian retail crisis strongly hit toys and games. With many producers of traditional toys and games having the important multi-retailer Americanas, and the traditional toy store chain Ri Happy as their clients, the crisis of these companies impacted manufacturers’ cash flow and decreased their channel reach, leading them to look for different ways to reach their end customers.
Toys and games in Brazil is expected to maintain current value growth in the forecast period, with increases projected for both video games and traditional toys and games. The retro trend that has been affecting the market will continue to advance, and feed the niche generation that is moving towards offline traditional games.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Brazil 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Toys and Games industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!