The toy sector in Argentina is experiencing a deep transformation driven by the omnichannela model where physical retail and e-commerce They complement each other to offer integrated shopping experiences. This digitization of the sector is reflected in a record growth of 79% in electronic commerce during the first half of 2025, with a participation of 25% of the online channel in total sales .
In this new scenario, the company Vulcaniteone of the main wholesale toy distributors in the country with 70 years of experience, plays a strategic role. The company supplies toy store chains, marketplaces and large retailers that operate under these new models, ensuring the availability of a complete portfolio of leading licenses and trending products for each point of sale, whether physical or digital. .
More than multiple channels: consistency and brand experience
The central concept that guides this transformation goes beyond simply being present everywhere. “Omnichannel is not just about being on all channels, but about offering consistency, availability and brand experience«, they expressed from Vulcanita .
The task of the wholesale distributor, in this context, is to anticipate demand and maintain the assortment of products for clients that integrate physical stores, e-commerce sites, social networks and marketplaces. This synergy is vital to adapt to new consumer journeys, where a purchase can start on an Instagram reel, continue with a WhatsApp consultation and be completed in a physical store with the toy already reserved. .
The new consumer journey and the supply chain
These types of hybrid purchasing journeys require a Strong, flexible, customer-centric supply chain. The industry must respond to a consumer who no longer distinguishes between online and offline, but instead seeks a seamless experience .
The following table illustrates the evolution of consumer behavior and the necessary response from the sector:
Vulcanita: from distributor to strategic retail partner
To sustain this omnichannel experience, Vulcanita has evolved its value proposition. “At Vulcanita we not only deliver products; we deliver proposals designed to enhance retail strategies of our clients. We provide trend information, launch planning, marketing and merchandising support, and an adaptable commercial approach,” the company concludes. .
This approach positions the company as a solid partner for retailers who understand that omnichannel is a permanent model. Founded in 1955, Vulcanita combines family tradition with adaptation to new market demands, offering a catalog that includes international licenses, collectibles, board games, dolls and action figures, all 100% tested .
Regional Context
This transformation in Argentina is part of a regional trend. It is projected that the Latin American toy market to grow at a compound annual rate of 9.2% between 2025 and 2034driven by awareness of the educational benefits of toys and the growing influence of social media .
With omnichannel as a new standard, the Argentine toy sector is not only digitizing its sales, but is completely redefining the relationship between the brand, the retailer and the end consumer.
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