The Brazilian children’s market enters 2026 with a scenario quite different from what was seen just a few years ago. After a period of adjustments and caution, retail is gaining traction again, supported by new consumption dynamics, stronger brand presence in families’ daily lives, and more strategic decisions regarding assortment, channels, and communication.
The numbers help explain this movement. Consolidated data from Circana indicate that Brazil’s toy market recorded 6% growth in the first half of 2025, the best performance of the past decade. This growth signals a recovery and a structural reorganization of the children’s sector in Brazil, with consumers becoming more attentive to their choices and retailers revisiting purchasing, merchandising, and inventory replenishment strategies.
With the market expanding, 2026 calls for more precise decision-making. Understanding sales behavior in children’s products, monitoring children’s market trends, and correctly interpreting data have become competitive differentiators. Below, we present the key insights into where the real growth opportunities lie in children’s retail.
Children’s Product Sales in 2026 Require New Planning Strategies
Projections point to a year of consolidation. According to ABRINQ, the toy sector is expected to generate more than R$11 billion in 2025, keeping Brazil among the most relevant markets in Latin America. This level creates a solid foundation for 2026, with growth that is less speculative and more grounded in consumer behavior and operational efficiency.
One of the clearest drivers of this growth is licensing. According to data published by Mercado & Consumo, licensed Formula 1 toys recorded significant growth, with revenue increasing by 230% and units sold rising by 593%. Central do Varejo also highlighted the Lilo & Stitch license, which achieved 729% growth in sales.
These figures reveal a meaningful shift in the logic of children’s consumption. Licensing moves beyond being merely a visual attraction and becomes a value-driven strategy, capable of supporting higher prices, increasing average ticket size, and reducing reliance on promotions.
For both industry and retail, this audience represents a concrete opportunity to work with higher margins, invest in premium products, and develop seasonal lines or limited editions with strong emotional appeal and high perceived value. In 2026, brands that can effectively engage with this expanded consumer base are likely to capture a significant share of market growth.
Toy Market Data in 2025: Categories Leading Growth
Information from Circana Brazil, published by Times Brasil, shows that the sector’s performance was driven primarily by four categories:
| Category | Growth in 2025 | What Drove the Growth | Retail Opportunity in 2026 |
| Building Blocks | 38% | Creativity stimulation and high educational value | Themed kits, premium lines, and family-focused campaigns |
| Plush Toys | 24% | Strong emotional appeal and impulse purchases | Cross-selling during seasonal dates and gift-ready packaging |
| Mini Vehicles | 23% | Connection with licensing and pop culture | Expansion of licensed assortments and limited editions |
| Collectible Cards | 46% | Collection-driven logic and repeat purchases | Customer loyalty, in-store events, and higher average ticket size |
Still within the analysis for 2026, seasonality remains a decisive factor. Dates such as Children’s Day and Christmas continue to account for a large share of annual revenue. In 2025, Children’s Day once again recorded significant growth in the toy retail sector, reinforcing the importance of early planning for inventory, campaigns, and exclusive launches. Expectations are that these dates will become even more strategic, especially for brands working with licensed launches and higher value-added products.
Children’s Fashion and Baby Care Remain Retail Pillars
Positive performance is not limited to the toy segment. Children’s fashion and baby care retail continue a consistent growth trajectory and have established themselves as some of the most resilient segments within the textile industry. According to the 2025 Children’s and Baby Fashion Market Potential Study by IEMI – Market Intelligence, the segment remains stable even in a challenging economic environment.
Based on the projections guiding the sector, expectations for 2025 were that the children’s and baby fashion market would reach R$4.97 billion by October, representing growth of 6.7% compared to the same period of the previous year. In terms of volume, sales were projected to increase by 2.7%, reaching 114.1 million units of children’s apparel sold.
These figures show that, unlike other fashion segments, the children’s category demonstrates lower volatility. Demand is recurring, less sensitive to short-lived trends, and strongly linked to real consumption needs. In 2026, this behavior is expected to continue attracting investors and entrepreneurs, particularly those interested in brands with clear positioning, efficient production, and well-structured distribution.
The IEMI study also indicates that the children’s and baby fashion market continues to attract new players, both domestic and international. While this increases competitiveness, it also raises the level of professionalization across the sector, with greater investment in branding, digital channels, and the overall shopping experience.
How to Sell More Children’s Products in 2026
As growth becomes increasingly evident, selling more in 2026 will depend less on volume and more on strategy. Children’s retail is entering a phase in which operational efficiency, data-driven decision-making, and channel integration become essential.
A strong omnichannel presence is no longer a differentiator—it is a basic requirement. Consumers naturally move between physical stores, e-commerce platforms, marketplaces, and social media. Being present across all these touchpoints, with integrated communication and synchronized inventory, has a direct impact on children’s product sales.
Digital channels are gaining prominence, especially in consumer relationships. Segmented email marketing strategies, repurchase automations, and personalized campaigns help increase repeat purchases and customer loyalty. At the same time, smarter product portfolios—with fewer generic SKUs and more high-rotation items—reduce risk and improve margins.
Another key factor is investment in licensing and innovation. Brands that monitor global trends, launch products connected to entertainment, and respond quickly to cultural movements are more likely to stand out. Speed of production and distribution becomes just as important as the product itself.
In 2026, the brands that sell the most in the children’s market will be those that successfully balance continuous trend monitoring, strong digital presence, and efficient execution at the point of sale.
Why 2026 Will Be Decisive for Children’s Retail Planning
As the children’s market enters a new cycle of growth and professionalization, 2026 requires better-informed decisions and early planning. On April 26 and 28, 2026, Expo Center Norte in São Paulo will host FIT Pueri Expo, one of the key meeting points in the Latin American children’s industry business calendar and a true reflection of the transformations shaping the sector.
This year’s edition will bring together manufacturers, importers, distributors, retailers, and startups in an environment focused on innovation, networking, and business development. Beyond product exhibitions, the event anticipates market movements, new licensing opportunities, and solutions that directly impact retail.
FIT Pueri Expo is a valuable event for professionals in Brazil’s children’s sector, offering data, partnerships, and market insights for smarter growth. Stay updated on trends shaping 2026 register to join the event connecting business and the future of children’s retail.