COSTA RICA: In the last six years imports have grown at an annual rate of 12%. Greater sophistication in the consumption of these products, more demands than before in terms of quality and brands, are some of the reasons for increased toy imports in the country. Data from the Promotora del Comercio exterior (Procomer) – promoter of foreign trade – reviewed by Nacion.com shows that the value of imports has gone from US$16 million dollars in 2010 to more than $31 million so far this year. Sirleny Zúñiga, commercial assistant at Juguetón, the toy store owned by Cemaco , explained that the consumer in Costa Rica is very demanding in terms of brand and quality, very educated and aware of the trends.
Mariela Pacheco, director of corporate affairs at Walmart, said the the Costa Rican toy market, compared to the region, “is more valued”, where there is more emphasis on novelty with more demanding consumers. She added that the growth in demand goes hand in hand with our economy.” The Juguetón representative explained that 98% of the toys they sell are made in China, with some of the Chinese products meeting European and American standards. For her part, Pacecho said Walmart imports toys sold in Costa Rica from China, Europe and the Middle East.
At Walmart, what is grabbing the attention of consumers are radio controlled toys, among other high-valued products. At Juguetón, the trend is video games and drones, interactive toys and table games for both children and adults. La Nacion report says Toys and Universal, two other major toy retailers in the country, did not respond to their calls.
