At Toy Fair: What You Should Know About Entering the Brazilian and Chinese Toy Markets

January 9, 2014 | For companies considering expanding into overseas markets, China and Brazil are enticing options. They’re the third and seventh largest toy markets in the world … they have huge youth populations … and they have growing middle classes with money to spend. But are they actually a good fit for your brand?    

During educational sessions at Toy Fair this year, the Toy Industry Association (TIA) will be sharing research commissioned to help small and mid-sized companies weigh the pros and cons of exporting to the Chinese and Brazilian toy markets, and understand how to develop an effective entry strategy.  

Studies completed by global consultancies Altios International and Kidz Global give brand owners a sense of the market landscape, looking at factors like market size, population and economic growth. They analyze where, when, with what and with whom kids like to play. They describe which cultural customs involve gift-giving, what parents look for in toys, the kinds of products found at various types of stores, and more — all to help companies decide if their products would have local appeal. Plus, the research offers important information and useful tips on how to build business on the ground, from the regions, consumers and store types you’ll want to target to the best ways to promote your products.

For example, did you know that a regionally customized product rollout is the best approach in Brazil? Did you know that Chinese TV stations aren’t legally allowed to broadcast foreign cartoons during primetime, or that advertising on Brazilian children’s TV networks is a great way to reach people of all social classes?

To learn more about the opportunities and obstacles in Brazil and China, join TIA for global expansion research presentations. A TIA members-only research overview is scheduled for Monday, February 17th from 8 to 9 a.m. Later that day, an in-depth session on the Brazil findings will be held from 10 to 11:30 a.m.; data on the Chinese market will be shared from 2 to 3:30 p.m.
Be sure to sign up for these sessions when you register for Toy Fair! If you’d like to add these sessions to your Toy Fair itinerary, update your show registration here


© Toy Industry Association