巴西玩具市场深度分析：小富能花的拉美潜力股
引言/Introduction
从近期的国际巨头财报中可以发现，拉美地区是绝对的黑马，增长势头喜人。那么，作为该区面积最大、人口最多的国家，巴西民众的玩具消费偏好如何？下面就一起来通过NPD集团刚出炉的2022年巴西热卖玩具清单来一窥究竟吧。
Recent financial reports from multinational corporations reveal Latin America as the dark horse with impressive growth momentum. As the largest and most populous country in the region, what are Brazilian consumers' toy preferences? Let's explore through NPD Group's newly released 2022 Brazil best-selling toy list.
整体特点：小富能花/Market Overview: Strong Purchasing Power
巴西不仅是拉美地区面积最大、人口最多的国家，作为G20和金砖成员国，巴西经济实力也位居该区首位。2021年即便在疫情之下，全年增长依然达到了14%的历史高位，收入约为87亿雷亚尔（约合15亿美元）。单件玩具消费均价达到了17美元，甚至与发达欧美国家水平相近。
Brazil is not only the largest and most populous country in Latin America, but also leads the region economically as a G20 and BRICS member. Despite the pandemic, the toy market achieved 14% growth in 2021 with revenue reaching 8.7 billion BRL (approximately $1.5 billion). The average spending per toy item reached $17, comparable to developed Western markets.
受欧美影响深/Strong Western Influence
在玩具消费喜好方面，可以看出深受欧美影响。美泰在巴西玩具市场占据绝对优势，年度玩具IP/品牌（芭比）和年度销售总冠军（风火轮玩具车）均出自美泰。美泰早在1998年就已在巴西投资建厂，2013年更将部分中国的产能转移到巴西。
The toy preferences show strong Western influence. Mattel dominates the Brazilian market, with both the annual toy IP/brand (Barbie) and overall sales champion (Hot Wheels) coming from Mattel. The company established factories in Brazil as early as 1998 and transferred some production from China to Brazil in 2013.
本土特色/Local Characteristics
婴幼学龄前玩具最具本土特色，娃娃形象Maria Clara & JP是一对来自巴西的兄妹网红，YouTube频道粉丝3560万。背后的出品公司Nova Brink是巴西老牌玩具厂家，已有70余年历史。
Preschool toys show the strongest local characteristics. The doll characters Maria Clara & JP are Brazilian sibling influencers with 35.6 million YouTube followers. The manufacturer Nova Brink is a veteran Brazilian toy company with over 70 years of history.
美洲市场趋同/Market Convergence in Americas
巴西、墨西哥和加拿大三国在拼插玩具、婴幼学龄前、毛绒、玩具车这4类中几乎口味一致，喜好同一品牌类似的产品线。这种口味趋同现象体现了欧美品牌的高门槛，也说明类似产品在美洲国家的适用面广。
Brazil, Mexico and Canada show nearly identical preferences in four categories: construction sets, preschool toys, plush, and toy vehicles, favoring similar product lines from the same brands. This convergence demonstrates the high barriers of Western brands and indicates broad applicability of similar products across American markets.
来源：中外玩具网（ctoy-gdta）编译/编辑：Jane/Salas
Source: CToy-GDTA Compiled/Edited by: Jane/Salas
