Juguetilandia dominates toy sales in Mexico, according to Walmart de México y Centroamérica (Walmex).

Every year, Walmex installs its Juguetilandia toy annexes next to its self-service stores.

In 2024, these annexes will be located in more than 100 Supercenters and Bodegas with additional licenses.

Juguetilandia

Foreign companies such as Mattel, Hasbro and The LEGO Group operate in the Mexican market, as well as Mexican companies such as Distroller, Martin’s Plastics, Prinsel and Fotorama.

According to data from the Ministry of Economy, Mexico exported scale toys, non-human figures, for a customs value of 1,255 million dollars in 2024, an increase of 18.5% over 2023. Conversely, imports of these toys were $1.207 billion, a year-on-year increase of 18.3 percent.

Mexican exports of social play items registered a 20% year-on-year drop to US$478 million. In contrast, imports of these goods rose 12.4 percent, to $899 million.

“These store extensions (Juguetilandia) are performing well, positioning us as the top destination for toy purchases in Mexico,” Walmex said in its fourth-quarter 2024 report. 

Global Market

According to the Toy Association, Inc. the United States is the world’s largest toy market. It surpasses China, Japan and Western Europe. In addition, toy retail sales, excluding video games, reached approximately 28 billion in 2023.

The companies Hasbro and Mattel, along with The LEGO Group, dominate the sector. These companies hold a key share of the U.S. market. 

However, many other smaller companies also compete. They are looking to innovate with new designs, acquire character licenses and improve existing products. They are also working to expand and reintroduce popular lines.

The toy sector is a global industry, with continued growth potential in international markets and increasing export opportunities for U.S. companies.