[Translate to English:] Mattel do Brasil is one of the leading traditional toy companies in Brazil. Candide Indústria e Comércio continues to be the leading domestic company within traditional toys in Brazil, focusing its efforts on radio/remote control toys, other traditional toys and games, pre-school (3-4 year old) and scientific/educational toys. Candide Indústria e Comércio has agreements for brand usage with major international players such as Mattel, giving the company the advantage of using well-known brands to promote its products in Brazil.
In terms of new launches in Brazil, players within traditional toys continue to invest in stimulating creativity and practical experiences that may help the young generation to develop real life abilities in the near future, such as cooking, sewing and choosing a profession.
There are still opportunities within several product categories of traditional toys, but it is time for many industry players to rethink their strategies regarding product placement, portfolios and communication in order to diminish the impacts of the economic crisis on their overall sales.
Conjoint and cross-channel communication campaigns can be a way for brands of traditional toys and games to increase their presence, and this trend is likely to increase. Most of the top companies within traditional toys have robust communication and advertising campaigns running on the internet, not only through their own websites but also through retail partners and specialized blogs.
Brands & Licensing
Although international brands continue to attract Brazilian consumers, especially for traditional toys, local licenses continue to perform well in Brazil, generating interesting revenues for both the licensee and the licensers. One good example of a local brand performing positively in diverse categories is “O Show da Luna” (“Earth to Luna” in the US), which was initially a television show and then had its brand licensed to actual products. The brand tells the story of a little girl who loves science and develops her adventures in exploring the world.
Galinha Pintadinha continues to be one of the most important brands for young children (up to six years old), with the brand being present in several product categories, including traditional toys, school materials, and clothing and footwear. For pre-teens, international brands are still popular, such as Max Steel from Mattel do Brasil and Hello Kitty.
Actions such as creating and maintaining a page for a brand on Facebook, a YouTube channel and a website not only have an impact on the shopper (children) but also provide information and reinforce the brand’s positioning with the buyer (parents), increasing their security and comfort when purchasing products for their sons and daughters. One of the activities that also generates revenues for local licensed trademarks such as Galinha Pintadinha (Polka Dot Chicken) and Patati Patatá clowns are themed shows and presentations performed by professional actors, which are also advertised through online channels.
This is an extract from Euromonitor International’s Toys and Games in Brazil report. Find the complete report with further market research results here.
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