Competitive Landscape
Mattel Extends Its Lead as Concentration Increases among Leading Players
Traditional toys and games in Brazil remained concentrated in 2025, with the three leading companies being Mattel do Brasil Ltda, Hasbro do Brasil Ltda and Candide Indústria e Comércio Ltda. Mattel increased its share to 20% in 2025, up from 17% in 2020, reinforcing its position as the clear market leader.
Estrela’S Distribution Challenges Create Opportunities for Competing Brands
Manufatura de Brinquedos Estrela SA, historically an important domestic competitor, faced significant distribution problems in 2025. These service failures forced retailers to replace Estrela products with alternatives, creating opportunities for companies such as Grow to expand their presence, particularly in games and puzzles.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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.
The Traditional Toys and Games in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Traditional Toys and Games in Brazil?
- Which are the leading brands in Traditional Toys and Games in Brazil?
- How are products distributed in Traditional Toys and Games in Brazil?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Brazil?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Traditional Toys and Games in Brazil - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Traditional Toys and Games in Brazil Record Resilient Growth as E-Commerce Broadens Consumer Reach
Influencer Partnerships Turn Social Commerce into a Mainstream Demand Driver
Kidults Sustain Demand for Nostalgic Brands and Premium Franchises
Traditional Toys and Games in Brazil Are Expected to Grow as Value-Seeking Consumers Prioritise Affordable Trusted Brands
Games and Puzzles Are Expected to Deliver Resilient Growth across Consumer Groups
The E-Commerce Price War Is Expected to Accelerate Retail Digitalisation
Mattel Extends Its Lead as Concentration Increases among Leading Players
Estrela’S Distribution Challenges Create Opportunities for Competing Brands
Mercado Livre and Amazon Strengthen E-Commerce Leadership through Scale and Accessibility
Rihappy Uses Convenience and In-Store Experiences to Differentiate From Marketplaces
Manufacturers Expand D2c and Last-Mile Partnerships to Broaden Consumer Reach
Fulfilment Speed and Digital Accessibility Reshape Product Distribution Models
Rihappy and Boutique Publishers Demonstrate Contrasting Innovation Models
Price Competition and Retail Digitalisation Reshape Competitive Strategy
Toys and Games in Brazil - Industry Overview
2025 Developments
Key Data Insights
Kidult Demand Supports Growth across Premium Toys and Collectibles
Pix and Digital Access Accelerate Video Games Growth
Omnichannel Retail and Marketplaces Reshape Purchasing Behaviour
Subscriptions, Pix and Digital Access Are Projected to Sustain Market Growth
Kidult Demand Is Set to Reinforce Premiumisation across Traditional Toys and Games
Omnichannel Execution, Personalisation and Compliance Are Expected to Shape Competition
Mattel and Hasbro Retain Leadership as Digital Players Gain Share
Content, Subscriptions and Platform Ecosystems Reshape Competition
Mercado Livre, Amazon and Pix Reinforce E-Commerce Leadership
Omnichannel Retail Adapts through Convenience and Gifting Occasions
Premium Collectibles and Digital Ecosystems Reshape Product Development Priorities
Mattel, Lego and Xbox Demonstrate Evolving Approaches to Engagement
Recurring Engagement Becomes the Primary Source of Value Creation
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional Toys and Games
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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