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
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
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
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.;
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.