Brazil’s toy industry enters 2026 with a record 1,740 new products, blending AI-powered plush toys, geek culture, and reimagined classics for a changing generation.
A decade-high milestone for Brazilian toys
Brazil’s toy sector is opening 2026 with its most ambitious year in a decade. A total of 1,740 new products are set to hit shelves throughout the year, according to data from Abrinq (the Brazilian Toy Manufacturers Association), based on Comex Stat trade figures. The launches were unveiled at the 42nd Abrin International Toy Fair in São Paulo, the industry’s most important annual showcase.
Notably, 64% of the new releases are proprietary brand products, reflecting a maturing domestic industry with growing creative and manufacturing confidence. Games that fuse classic formats with digital and cultural trends are among the primary growth drivers.
“The preparation of nearly two thousand original toys in 2026 shows that the sector’s growth is attuned to shifts in children’s behavior and new ways of playing. We are talking about technological innovation, the power of licenses, the strengthening of proprietary brands, and a market that keeps investing to deliver increasingly complete experiences.” — Synésio Costa, President of Abrinq
AI enters the toy aisle
Sunny Brinquedos is one of the fair’s standout exhibitors, introducing Gugu Owl and Mister Smart — plush toys powered by artificial intelligence designed to offer a new kind of interactive play experience. The company is also deepening its reach into the geek and kidult segments, catering to adult consumers who engage with traditionally child-oriented products.
Sunny’s 2026 lineup also includes blind box collections and a sustainability-focused product line, responding to a growing consumer demand for environmentally conscious choices.
Content creators inspire new toy line
Lider Brinquedos is stepping into the creator economy with the debut of the TurmaTube license. The collection features finger puppets and vinyl figures of the characters Lara, Valentinha, Ruanito, Nina, and Nino — originally created by Brazilian social media influencers Eliezer and Viih Tube. The launch highlights the accelerating crossover between digital entertainment and physical play.
Estrela brings nostalgia into 2026
Legacy brand Estrela is recharging its portfolio with fresh takes on beloved classics. New releases include Banco Imobiliário Express (a Brazilian Monopoly variant), Aquaplay Futebol, Trava Letras Evolution, Cara a Cara Toy Story, Cara a Cara Caramelo, Por um Fio, and Tapa Certo: Caramelo.
The lineup taps into sports culture, social media virality, and global franchise power, while keeping a focus on developing logical reasoning, motor skills, and social-emotional abilities in players.
Event Info
ABRIN 2026 — 42nd International Toy Fair
Dates and hours: March 1–3, 10 AM–8 PM / March 4, 10 AM–6 PM
Venue: Expo Center Norte — Rua José Bernardo Pinto, 333, São Paulo, Brazil
Official website: https://abrin.com.br
The fair is open exclusively to retailers and industry professionals. Visitors under 16 are not admitted, except infants up to 24 months and influencers officially designated by exhibiting brands.
Photo: Estúdio WTF
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