Children's Day 2025: Toy sales fell 5.2% despite the e-commerce boom.

The toy industry's expectations were not met on Children's Day 2025. Despite the traditional importance of the date for the industry, unit sales fell 5.2% compared to last year , hit by cold weather , the holiday on Friday the 15th, and lower attendance at physical stores.

E-commerce was the channel that grew the most , with a 30% jump and a 24% share of total transactions. However, this increase was not enough to offset the decline in neighborhood toy stores and large chains, which still account for 76% of sales.

On average, the ticket price at local toy stores was $13,000, while at large chains it reached $38,000, with imported products predominating, according to data from the Argentine Chamber of the Toy Industry (CAIJ).

The sector is facing complications due to overstocking : between January and July, toy imports increased 114% in volume and 84% in value, reaching 13,752 tons. Furthermore, the CAIJ warned of child safety risks due to the relaxation of controls and the entry of products at prices below USD 3 per kilo.

"Play should be risk-free. Child safety has constitutional priority in Argentina," said the chamber's president, Matías Furió, who announced that they will prosecute importers who present false documentation.

The organization also announced the launch of the Argentine Toy Observatory, which will monitor compliance with safety standards in stores and platforms, award the "Safe Toy" seal, and work with pediatricians to detect emerging risks.

capybara

Ramiro Gómez / Los Andes

This year's trends included educational and early childhood toys, the rise of board games, capybara plush toys, and the viral phenomenon of the "Labubu" collectible , which sold out thanks to its popularity on social media.

The national industry, made up of some 180 SMEs employing more than 8,000 people, is operating at 50% capacity and is demanding a reduction in taxes and logistics costs to compete with the rise of imports.