INDUSTRIES

&

MARKETSToysandgamesmarketinMexicoCHAPTER

01GlobalandLatinAmericanoverviewTotalrevenueoftheglobaltoymarketfrom2019to2022(inbillionU.S.dollars)Globaltoymarket:totalrevenue2019-2022120100107.4105.897.39280604020020192020202120223Description:Totalrevenueoftheworldtoymarketwasrecordedatover107billionU.S.dollarsin2022.Theglobaltoymarkethasgrownbyroughlyoneandahalfpercentcomparedtothepreviousyear.

ReadmoreNote(s):Worldwide;2019to2022Source(s):NPDGroup;ToyIndustryAssociationWorldwiderevenueofmajortoycompaniesin2022(inmillionU.S.dollars)Toycompaniesrevenueworldwide202210,0009,279.569,0008,0007,0006,0005,0004,0003,0002,0001,00007,465.655,856.75,434.7796.19LEGO*BandaiNamco(FY2023)**HasbroMattelJAKKSPacific4Description:In2022,theDanishtoymanufacturerknownasLEGOhadthehighestannualrevenueoftheselectedtoycompanies,generatingrevenuesofmorethanninebillionU.S.dollarsthatyear.InitsfiscalyearendedMarch31,2023,BandaiNamcogeneratedaround7.5billionU.S.dollars,puttingtheJapanesecompanyinsecondplace.ReadmoreNote(s):Worldwide;2022;*Exchangerateof1DKK=0.14354USDwasused(December31,2022)**BandaiNamco'sfinancialyearendedMarch31,2023.Exchangerateof1YEN=0.00754USDwasused(March31,2023).

Thecorresponding[...]

ReadmoreSource(s):BandaiNamco;Hasbro;JAKKSPacific;LEGO;MattelExportsoftoys,games,andsportproductsfromLatinAmericaandtheCaribbeanfrom2015to2022(inbillionU.S.dollars)LatinAmerica:exportvalueoftoysandrecreationalitems2015-20223.02.52.662.331.981.942.01.51.00.50.01.891.871.781.64201520162017201820192020202120225Description:In2022,LatinAmericanexportsoftoysandgamesamountedtoapproximately2.66billionU.S.dollars.Thisisthehighestfigurereportedintheindicatedperiod.Thatsameyear,Mexicowastheleadingtoyexporterintheregion,accountingforapproximately2.4billionU.S.dollarsofthetotalexportvalue.ReadmoreNote(s):LAC;2015to2022Source(s):TradeMap;UNComtrade;VarioussourcesLeadingexportingcountriesoftoys,games,andsportproductsinLatinAmericain2022(inmillionU.S.dollars)LatinAmerica:mainexportersoftoysandrecreationalitems2022ExportsinmillionU.S.dollars1,000

1,50005002,0002,5003,000MexicoColombia2,409.5839.7239.1BrazilCostaRicaGuatemalaChile28.8627.3427.1822.2PeruDominicanRepublic18.73Ecuador

11.99Paraguay

9.536Description:MexicodominatesbyawidemarginthetoysandgamesexporttradeinLatinAmerica.In2022,theNorthAmericancountryexportedapproximately2.4billionU.S.dollarsworthoftheseproducts,about60timesthevalueexportedbyrunner-upColombia.TheUnitedStatesisthemaindestinationforMexicantoyexports.ReadmoreNote(s):LAC;2022Source(s):TradeMap;UNComtrade;VarioussourcesImportsoftoys,games,andsportproductsinLatinAmericaandtheCaribbeanfrom2015to2022(inbillionU.S.dollars)LatinAmerica:importvalueoftoysandrecreationalitems2015-202287.376.256.045.7665432105.685.4354.31201520162017201820192020202120227Description:ToysimportsinLatinAmericaandtheCaribbeanamountedtoapproximately7.3billionU.S.dollarsin2022.Thisfigureisthehighestamountinthetimeperiodunderconsideration.In2022,MexicowastheleadingtoyimporterinLatinAmerica,withimportsamountingtoabout3.26billionU.S.dollars.ReadmoreNote(s):LAC;2015to2022Source(s):TradeMap;UNComtrade;VarioussourcesLeadingimportingcountriesoftoys,games,andsportproductsinLatinAmericain2022(inmillionU.S.dollars)LatinAmerica:mainimportersoftoysandrecreationalitems2022ImportsinmillionU.S.dollars1,500

2,00005001,0002,5003,0003,5003,264.2MexicoChile780.64701.35BrazilPeru394.2372.67354.17346.47PanamaColombiaArgentinaGuatemalaEcuadorVenezuela170.81154.17125.358Description:Withaboutfourtimestheimportvalueofitsrunner-up,MexicowastheleadingtoyandgamesimporterinLatinAmericain2022.Thatyear,theNorthAmericancountryimportedapproximately3.26billionU.S.dollarsworthoftheseproducts.ChinaaccountsformostofthetoytradeintoMexicanterritory.ChilerankedsecondinLatinAmericaintermsoftoysandgamesimports,witharound780milliondollars.ReadmoreNote(s):LAC;2022Source(s):TradeMap;UNComtrade;VarioussourcesCHAPTER

02MexicanoverviewRevenueofthetoys&gamesmarketinMexicofrom2018to2028(inmillionU.S.dollars)Revenueofthetoys&gamesindustryinMexico2018-20282,5002,0001,5001,00050002018201920202021202220232024202520262027202810/statistics/1187793/mexico-revenue-toys-games-marketTherevenueinthe'Toys&Games'segmentofthetoys&hobbymarketinMexicowasforecasttoincreasebetween2023and2028byintotal21.3millionU.S.dollars(+1.18percent).Thisoverallincreasedoesnothappencontinuously,notablynotin2027.ReadmoreNote(s):Mexico;2018to2028Source(s):ConsumerMarketInsightsRevenuepercapitaofthetoys&gamesmarketinMexicofrom2016to2027(inU.S.dollars)Revenuepercapitaoftoys&gamesinMexico2016-202745403541.32$39.56$37.8$36.04$34.3$32.56$32.6$30.33$30.01$28.47$3025201510527.1$25.36$020162017201820192020202120222023202420252026202711Description:Theaveragerevenueperuser(ARPU)inthetoys&gamessegmentofthetoys&hobbymarketinMexicowasforecasttocontinuouslyincreasebetween2023and2027bysevenU.S.dollars(+20.41percent).Therevenueperuserisestimatedtoamountto41.32U.S.dollarsin2027.Findfurtherinformationconcerningthetoys&gamessegmentofthetoys&hobbymarketbylookingatkeymarketindicatorsincountriessimilartoMexicorevenueinCanadaandrevenuegrowthinCanada.

ReadmoreNote(s):Mexico;2016to2027Source(s):ConsumerMarketInsightsSalesoftoysmanufacturedinMexicofrom2013to2021,bydestinationmarket(inbillionMexicanpesos)Mexico:revenueofthetoymanufacturingindustry2013-2021,bymarkettypeNationalmarketInternationalmarket3.53.253.072.973.02.52.01.51.00.50.02.672.482.351.082.161.031.911.031.810.891.241.210.860.740.6520132014201520162017201820192020202112Description:Throughoutthepastyears,toysproducedinMexicosoldmainlyintothenationalmarket.Nevertheless,theinternationalmarkethascontinuouslygainedimportancewhenitcomestotoysales.WhereassaleswithinMexicogeneratedclosetotwobillionMexicanpesos,internationalsalesmadeupalittleoveronebillionpesos.ReadmoreNote(s):Mexico;2013to2021Source(s):INEGIMarketshareofthetopfivetoycompaniesinMexicoin2022Mexico:maintoycompanies2022,bymarketshareMarketshare0%5%10%15%20%25%21.4%21.1%MattelMéxicoSAdeCVHasbrodeMéxicoSAdeCV14.6%LEGOMéxicoSAdeCVProductosInfantilesSelectosSAdeCVSpinMasterdeMéxicoSAdeCV2.5%2.4%13/statistics/1058561/mexico-leading-toy-companiesEachwithamarketshareofover20percent,themultinationalcompanies,MattelandHasbro,wereconsideredtheleadingtoycompaniesinMexicoin2022.TheDanishLEGOwasalsoamongthetopfivetoycompaniesintheMexicanmarketthatyear.ReadmoreNote(s):Mexico;2022Source(s):Euromonitor;ICEXAnnualproductionvalueoftoysinMexicofrom2013to2022(inbillionMexicanpesos)Mexico:productionvalueoftoys2013-20226.04.975.04.364.184.134.113.893.824.03.02.01.00.03.663.573.05201320142015201620172018201920202021202214Description:MexicoproducedroughlythreebillionMexicanpesos'worthoftoysin2022,overonebillionlessthanthepreviousyear.Overall,thetoyproductionvalueinMexicohasexperiencedfluctuationsoverthepastdecade.

ReadmoreNote(s):Mexico;2013to2022Source(s):INEGI;NumberofbusinessesinthetoymanufacturingindustryinMexicofrom2013to2021Mexico:manufacturingplantsfortoys2013-20213533333232323131313130252015105020132014201520162017201820192020202115Description:Since2018,therehavebeen31businessesdedicatedtothemanufacturingoftoysinMexico,oneestablishmentlessthaninthethreeyearspriortothat.Asof2021,theMexicantoyproductionwasworthalittleover2.8billionMexicanpesos.

ReadmoreNote(s):Mexico;2013to2021Source(s):INEGINumberofemployeesinthetoymanufacturingindustryinMexicofrom2013to2021Mexico:workforceintoymanufacture2013-202114,00011,77412,01811,99411,91811,59212,00010,0008,0006,0004,0002,000011,47711,06510,2599,863201320142015201620172018201920202021*16Description:In2021,therewereover11,500peopleworkingintoymanufacturingindustryinMexico;almost2,000peoplemorethanthepreviousyear.Overthepastdecade,thehighestnumberofemployeesintheMexicantoymanufacturingsectorwasrecordedin2015,withover12,000perople.ThisworkforcecontributedtoatoyproductionvalueofoverfourbillionMexicanpesos.ReadmoreNote(s):Mexico;2013to2021;*Preliminaryfigure.Dateofreleaseisdateofaccess.ReadmoreSource(s):INEGICHAPTER

03SegmentsNumberoftoyvehiclesmanufacturedinMexicofrom2013to2022(in1,000units)Mexico:productionvolumeoftoyvehicles2013-20228,0007,2787,0005,7456,0005,1064,8115,0004,0003,0002,0001,00003,0372,68720192,62820181,80820211,5689982013201420152016201720202022*18Description:Overthepastdecade,theannualproductionoftoyvehiclesinMexicohasexperiencedanoveralldownwardtrend.In2019,productionaddeduptosome2.7millionunits,adropofmorethan63percentcomparedto2013.Thistrendwasfurtherintensifiedin2020,amidtheCOVID-19pandemic.Thatyear,theLatinAmericancountryproducedonlyaboutonemilliontoyvehicles.In2022,however,thisnumberincreasedagain,reachigaround1,500toys.

ReadmoreNote(s):Mexico;2013to2022;includingcars,trucks,andsimilartoys;*PrelimiaryfiguresfromAugust2022onwards.FigureswerecalculatedbySource(s):INEGI;basedonthemonthlydataprovidedbythesource.Dateofreleaseisdateofaccess.

ReadmoreProductionvalueoftoyvehiclesinMexicofrom2013to2022(inmillionMexicanpesos)Mexico:productionvalueoftoyvehicles2013-20221,6001,370.411,4001,2001,00080060040020001,090.23982.73944.99755.09290.792018231.242019195.82021170.992022*134.320202013201420152016201719Description:Overthepastdecade,theproductionoftoycarsinMexicohasshownanoveralldownwardtrend,droppingfromnearly1.4billionMexicanpesosin2013toroughly171millionpesosin2022.

ReadmoreNote(s):Mexico;2013to2022;includingcars,trucks,andsimilartoys;*PrelimiaryfiguresfromAugust2022onwards.FigureswerecalculatedbySource(s):INEGI;basedonthemonthlydataprovidedbythesource.Dateofreleaseisdateofaccess.

ReadmoreAnnualsalesvalueoftoyvehiclesmanufacturedinMexicofrom2013to2022(inmillionMexicanpesos)Mexico:salesvalueoftoysvehicles2013-20222,5002,041.022,0001,796.431,5001,00050001,269.871,118.21435.52017307.932018220.192019195.82021170.992022134.320132014201520162020*20Description:In2022,salesoftoyvehiclesmanufacturedinMexicoaddeduptojustunder171millionMexicanpesos,roughly24millionpesoslessthanthepreviousyear.Overall,thesalesvalueoftoyvehiclesinMexicodecreasedoverthepastdecade.

ReadmoreNote(s):Mexico;2013to2022;includingcars,trucks,andsimilartoys;incurrentpricesSource(s):INEGI;NumberofrecreationaltoysmanufacturedinMexicofrom2013to2022(in1,000units)Mexico:productionvolumerecreationaltoys2013-202216,00014,00012,00010,00014,20012,70811,4008,9808,8938,4728,5398,3868,1928,0006,0004,0002,00005,5912015201320142016201720182019202020212022*21/statistics/1196144/recreational-toys-production-volume-mexicoMexicoproducedover8.5millionrecreationaltoysin2022,slightlymorethanthepreviousyear.Overall,theproductionvolumeofrecreationaltoysinMexicohasfluctuationslightlyoverthepastdecade,reachingaboominproductionin2019.

ReadmoreNote(s):Mexico;2013to2022;*NofiguresforOctober,November,andDecember2022.FigureswerecalculatedbySource(s):INEGI;basedonthemonthlydataprovidedbythesource.Dateofreleaseisdateofaccess.

ReadmoreProductionvalueofrecreationaltoysinMexicofrom2013to2022(inmillionMexicanpesos)Mexico:productionvalueofrecreationaltoys2013-2022700600500643.38582.52512.77471.06400335.8329.01330.95288.573002001000262.72255.552022*20132014201520162017201820192020202122Description:In2022,Mexicoproducedover255millionMexicanpesos'worthofrecreationaltoys,roughly75millionpesoslessthanthepreviousyear.Overall,theproductionvalueofrecreationaltoysinMexicohasdeclinedcontinuouslysince2017.

ReadmoreNote(s):Mexico;2013to2022;*NofiguresforOctober,November,andDecember2022.FigureswerecalculatedbySource(s):INEGI;basedonthemonthlydataprovidedbythesource.Dateofreleaseisdateofaccess.

ReadmoreSalesofrecreationaltoysmanufacturedinMexicofrom2013to2022(inmillionMexicanpesos)Mexico:salesvalueofrecreationaltoys2013-2022700600500643.22582.32512.68471400335.27329.01330.95288.293002001000262.64255.552022*20132014201520162017201820192020202123Description:In2022,salesofrecreationaltoysmanufacturedinMexicoamountedtoroughly255millionMexicanpesos.Thisincludesplastictoys.ReadmoreNote(s):Mexico;2013to2022;*Preliminaryfigures.FigureswerecalculatedbySource(s):INEGI;basedonthemonthlydataprovidedbythesource.Dateofreleaseisdateofconsultation.Figureshavebeenrounded.

ReadmoreCHAPTER

04InternationalTradeBalanceoftradefortoys,games,andsportsequipmentinMexicofrom2010to2022(inmillionU.S.dollars)Mexico:tradebalanceoftoys,games&sportsequipment2010-20220-100-200-300-400-500-600-452.5-488.4-496-567.92012-598.22013-597.39-618.72017-700-731.572021-751.62010-746.62018-800-771.32011-900-854.632022-902.22019-1,000201420152016202025Description:Throughoutthe2010s,Mexicorecordeddeficitsinitstradeoftoys,games,andsportinggoods,reachingthestarkestdeclinein2019.Thatyear,Mexicanimportsoftheseproductssurpassedexportsbymorethan900millionU.S.dollars.Ayearlater,Mexicantradeoftoys,games,andsportsequipmentexperiencedsomeimprovement,asthebalanceoftradestoodat-597millionU.S.dollars.In2022,however,thedeclinecontinues,reachingatradebalanceofover-854millionU.S.dollars.

ReadmoreNote(s):Mexico;2010to2022Source(s):TradeMap;UNComtradeForeigntradeoftoys,games,andsportarticlesinMexicofrom2010to2022(inbillionU.S.dollars)Mexico:importsandexportsoftoys,games,andrecreationalgoods2010-2022ExportsImports3.53.02.52.01.51.03.262.412.711.982.422.361.612.181.562.091.632.042.041.5521.961.391.951.951.351.941.3420131.521.461.291.2320102011201220142015201620172018201920202021202226Description:In2022,MexicoimportedoverthreebillionU.S.dollars'worthoftoys,games,andsportsrequisites,whileexportingonlyroughly2.4billionU.S.dollars.Thisledtoatradedeficit,ornegativetradebalance,ofabout850millionU.S.dollars.

ReadmoreNote(s):Mexico;2010to2022;includingpartsoraccessoriesthereofSource(s):INEGI;TradeMap;UNComtradeTradebalanceoftoys,games,andsportsequipmentinMexicoin2022,byproductcategory(inmillionU.S.dollars)Mexico:tradevalueoftoys,games&sportinggoods,byproductcategory2022Imports1,048.62Exports1,2001,00080060040020001,112.97864.06859.9845.35487.79Wheeledtoys,scalemodelsandpuzzlesEquipmentforgeneralphysicalexercise,gymnastics,athletics,othersportsVideogameconsoles,articlesoffunfairandtablegames27Description:Wheeledtoys,scalemodels,andpuzzleswereMexico'smostimportedtypeofproductundertheHSCodesofChapter95in2021,withanimportvalueofover1.11billionU.S.dollars.Inthatyear,Mexicoexportedabout864millionU.S.dollars'worthoftoys,games,andsportinggoodsinthatsamecategory.Physicalexerciseequipmentrankedsecond,withimportsamountingtoabout1.05billionU.S.dollars,andexportsto860millionU.S.dollars.

ReadmoreNote(s):Mexico;2022Source(s):INEGI;TradeMap;UNComtradeLeadingexportdestinationsoftoys,games,andsportinggoodsfromMexicoin2022(inmillionU.S.dollars)Mexico:maindestinationsoftoys,games&sportinggoods2022,byexportvalueExportvalueinmillionU.S.dollars1,00005001,5002,0002,500UnitedStatesUnitedKingdomCanada2,209.125.4824.2518.0616.3615.42AustraliaCzechRepublicChinaNetherlands

10.76Guatemala9.94Peru

6.8Colombia

5.6228Description:In2022,Mexicoexportedbyfarthemajorityofitstoys,games,andsportinggoodstotheUnitedStates,makingittheleadingexportdestinationofthistypeofMexicanproduct,withatradevalueof2.2billionU.S.dollars.Thatsameyear,themajorityofMexico'stoyimportscamefromChina.ReadmoreNote(s):Mexico;2022;includingpartsandaccessoriesthereofSource(s):INEGI;TradeMap;UNComtradeLeadingcountriesoforiginforimportsoftoys,games,andsportarticlesinMexicoasofNovember2022(inmillionU.S.dollars)Mexico:mainimportpartnersfortoys,games&recreationalgoods2022ImportsinmillionU.S.dollars05001,0001,5002,0002,500ChinaVietnam2,103.99308.61234.05150.73117.4350.16UnitedStatesTaiwanJapanHungarySpain44SouthKoreaDenmarkIndonesia30.9530.4129.5129Description:In2022,Mexicanimportsoftoys,games,andrecreationalitemsfromChinawereworthmorethantwobillionU.S.dollars,placingtheAsiangiantasMexico'sleadingimportpartnerforthistypeofproduct.VietnamandtheUnitedStatedrankedsecondandthirdonthelist,with308and234millionU.S.dollars'worthoftoyimports.Thatsameyear,themajorityofMexico'stoyexportswenttotheUnitedStates.ReadmoreNote(s):Mexico;2022;includingpartsandaccessoriesthereofSource(s):INEGI;TradeMap;UNComtradeCHAPTER

05ConsumptionandconsumerchoicesDistributionchannelsfortoysinMexicoin2021Mexico:saleschannelsfortoysin2021Other2%Internet16%Supernarkets44%Specializedstores15%Departmentstores23%31Description:In2021,Mexicanconsumerspreferredtoshopfortoysinperson,assupermarketsmadeupalmosthalfoftoysales,hence,turningthemintotheleadingdistributionchannelfortoysinMexico.Theinternet,ontheotherhand,madeuponly16percentoftoysalesintheMexicanmarket.ReadmoreNote(s):Mexico;2022Source(s):Euromonitor;ICEXRetailpriceofthemostpopularboardgamesonAmazonMexicoinJune2023(inMexicanpesos)PriceofthemostpopularboardgamesonAmazonMexico2023AmazonretailpriceinMexicanpesos100

200

3000400391.8500600700800900TeeTurtle|UnstableUnicorns:Nightmares|ExpansionPackDominóDoble6110Novelty|BingoFoil336Jax|SequenceinaTin518.07Fotorama|Virus198.75239.2Novelty|5SegundosparaGanarExplodingKittensPartyPack+VirusRubik'sFantasma835.75303.2ThePurpleCow|ToGoCarraceGameDevir|CatanAmpliación210.93470.4332Description:InJune2023,UnstableUnicorns:NightmarewasthemostpopularcardgamesoldonAmazoninMexico,witharetailpriceof391.80Mexicanpesos.Othergamesincludedinthetop10listofmostpopulargamesontheonlinemarketplaceinMexicowereDominóDoble6,Virus,and5SegundosparaGanar.ReadmoreNote(s):MexicoSource(s):AmazonFavoritepresentsthatparentsgifttheirchildrenonD