Why big brands are ignoring the $5 billion Latino toy market

Toymakers are learning that it takes more than just translating English into another selection or adding a token toll of color to their primarily fair-skinned selection.

For a demographic with massive buying power, estimated at $1.5 trillion this year, $4 billion to $5 billion of which will go to toys alone, the Hispanic population in the US remains largely ignored by many major toy manufacturers.

Toy industry veteran Lutz Muller wrote in TDmonthly that ToysRUS has only 23 toys targeting the Hispanic child and most of these are for the 2- to 4-year-old age group. Of the 23 toys, four are from Mattel and another four are from Hasbro. For Mattel specifically, the strategy to appeal to the Hispanic market has normally been to include the token Latina doll in the year's Barbie range.

Latinos have a different purchase motivation from the Caucasian market and this is one of the reasons why leading toymakers have yet to dive fully into the former. Muller's research show that Hispanic children prefer toys that let them do other things in addition to what is written on the box, toys that their parents like, and toys that let them play with their peers or with their parents. On the other hand, Caucasian children like new toys that none of their friends have, toys they can play by themselves, characters that they have seen on screen, and attractive toy packaging.

Realizing the significance of the Latino market, some companies have come out with targeted toys. MGA Entertainment, for one, has launched Vi and Va, Hispanic toy dolls that are part of the Bratz line.

The Cass Group has created board games for Hispanic girls, incorporate local culture and traditions in the ga,es. For example, the My Quinceanera Countdown Game and My Quinceanera Angry Old Godmother Game highlight the coming-of-age Quinceanera, one of the most important events for a Hispanic girl.

Disney is considering making Elena of Avalor a major character in next year's Sofia the First movie. Elena is Disney's first Latina fashion doll and a follow-up movie about her is likely.

See a comparison table of doll suppliers on GlobalSources.com