Price Variations in Toys Identified by Profeco
As Three Kings’ Day approaches, the Profeco (Federal Consumer Prosecutor’s Office) has conducted an analysis of toy prices across various stores nationwide, identifying significant variations in costs for similar products based on the store, city, and sales channel.
This information was disseminated during a press conference led by President Claudia Sheinbaum and expanded upon in the January 2026 edition of the Revista del Consumidor.
According to Profeco, one of the main findings is that the same toy can have price differences of several hundred pesos between stores, especially during high-demand periods like Three Kings’ Day.
Importance of Comparing Prices
Profeco reiterated the importance of comparing prices before making a purchase, whether in physical stores or digital platforms to ensure the best consumption.
The price analysis, conducted using the “Quién es Quién en los Precios” tool, shows that table games and classic toys have wide ranges: some can be found for just under 200 pesos, while others exceed 500 pesos in other establishments.
Action figures and dolls, on the other hand, have prices ranging from slightly over 200 pesos to nearly 1,000 pesos, depending on the brand, model, and sales location.
For larger toys or those with mechanical and electronic components, costs typically surpass 500 pesos and can increase significantly.
Geographical Location’s Impact on Prices
Profeco also warned that geographical location significantly influences the final price. Cities with higher commercial concentration, such as Mexico City, Guadalajara, or Monterrey, usually offer more options and sometimes better prices than areas with lesser availability.
The agency emphasized that even within the same city, prices can vary significantly between chains, supermarkets, and specialty stores.
Beyond Price: Other Factors to Consider
In addition to price analysis, Profeco reminded consumers that price should not be the only purchasing criterion.
The agency recommended verifying that toys have Spanish-language labeling, indicate the recommended age, and comply with safety standards. Additionally, consumers should request and keep the purchase receipt and warranty.
These elements are crucial in case of price changes, returns, or product failures.
Roscas de Reyes: Varied Prices
Profeco also reported that they monitored rosca (Three Kings’ Day bread) prices over the weekend before the celebration and will publish a comparison on their website to help families find this traditional item at a fair price.
Recent price measurements have shown that the rosca can range from more affordable options in supermarkets and neighborhood bakeries to more elaborate versions costing over 900 pesos, depending on size, filling, and sales location.
Consumer Advice from Profeco
Finally, the federal agency encouraged consumers to plan purchases in advance, avoid last-minute shopping, and utilize official price comparison tools.
In a time of economic pressure for many families, Profeco stressed that comparing, informing oneself, and consuming responsibly can make a significant difference in the spending for the traditional Three Kings’ Day celebration.
Key Questions and Answers
- What is Profeco’s main concern regarding Three Kings’ Day shopping? Profeco is concerned about significant price variations in toys and rosca (Three Kings’ Day bread) across different stores, urging consumers to compare prices and consider other factors before purchasing.
- What price differences can be observed in toys? Price differences for the same toy can range from several hundred pesos between stores, especially during high-demand periods like Three Kings’ Day.
- How does geographical location affect toy prices? Cities with higher commercial concentration generally offer more options and sometimes better prices, while prices can vary significantly within the same city between different types of stores.
- What else should consumers consider besides price? Consumers should verify Spanish-language labeling, recommended age, safety standards compliance, and keep the purchase receipt and warranty.
- What advice does Profeco give for rosca (Three Kings’ Day bread) purchases? Profeco will publish a price comparison on their website to help families find rosca at a fair price, noting variations from affordable supermarket options to more elaborate versions costing over 900 pesos.
