Toy and game sales for Epiphany Day in Argentina rose 0.9% in units compared to 2025, driven by promotions and stable prices, according to the Argentine Toy Industry Chamber (CAIJ). This marks the second consecutive year of slight increases amid a challenging consumption environment. Toys accounted for over 80% of gifts for children under 6 years old.
Toy and game sales for Epiphany Kings 2026 showed a 0.9% increase in units compared to the previous year, according to data from the Argentine Toy Industry Chamber (CAIJ). This result chains two consecutive years of slight increases, supported by intensive promotional campaigns that included visits by the Kings to toy stores and diffusion on digital platforms.
CAIJ President Matías Furió emphasized the central role of toys: “Toys once again consolidated as the main category chosen by families. According to our data, more than 80% of gifts for children under 6 years old correspond to this sector, with a clear preference for didactic proposals and active play.”
High temperatures during the campaign boosted demand for outdoor and summer items, such as water guns, inflatables, pools, slides, and beach sets. Products for early learning, focused on shapes, colors, numbers, and letters, also stood out, along with pocket-sized board games for their practicality.
The industry kept prices stable without increases from 2025, facilitating family planning. The average ticket per toy was $23,000, with variations: $20,500 in neighborhood toy stores (dominated by national products), $45,000 in large chains (where 80% are imported or licensed), and $9,500 in supermarkets, driven by low-cost summer items.
Over 95% of transactions were made via credit cards, virtual wallets, and interest-free installments, with bank promotions as a key factor in energizing the market amid depressed consumption. The CAIJ noted that these tools allowed a slight improvement over Christmas performance.
