Overview
- Industry group CAIJ reported a 6.9% year‑on‑year drop in toy units, noting December ran better than November but failed to make up earlier declines such as the Día del Niño slump.
- Promotions and financing were decisive for closing sales, with electronic methods accounting for roughly 95% of transactions and cash usage near zero.
- Online sales held near 25% of the market without growth, traditional stores fell about 10%, and international platforms like Temu and Amazon constrained local channels.
- Locally made toys outperformed as imported supply showed oversupply, erratic pricing and quality issues, and regulators levied more than $100 million in fines on non‑compliant importers.
- Retailers now look to Reyes Magos to recover some volume, while national retail data from CAME show a modest overall rise with the toy category lagging.