Overview
- Industry data from CAIJ confirm a 6.9% year-on-year decline in toy units, with a late December pickup that could not offset earlier falls including Día del Niño.
- Roughly 95% of purchases were made with electronic payments as interest-free installments and heavy promotions spurred last‑minute buying.
- Online sales held near a 25% share with no growth, while traditional physical retail fell about 10% as platforms such as Temu and Amazon intensified competition.
- Domestic products sold relatively better than imports, which showed overstock and erratic pricing; regulators levied more than $100 million in fines for safety noncompliance.
- Retailers expect only a moderate lift from Reyes Magos, with demand centered on lower-priced categories, and Mexico reports higher prices pushing families to buy fewer toys per child.