Ri Happy, a notable Brazilian retailer in toys, is venturing into the Easter holiday market for the first time as a strategy to boost sales in the first quarter of 2024. Traditionally, key sales periods for the company are in the second half of the year during Children's Day in October and Christmas in December. To capitalize on the Easter theme, Ri Happy has partnered with Brazil Cacau for chocolate supplies, creating unique kits that combine toys with chocolate offerings. Additionally, the retailer plans to feature licensed products from popular brands such as Hello Kitty, Disney's Marvel and Pixar, and iconic characters such as Turma da Mônica and Barbie.

As part of its Easter campaign, Ri Happy is also introducing Easter eggs that include a surprise gift from the lip care brand Carmed, appealing to its young audience. The price range for these products will be between R$ 79.99 and R$ 149.99, making them accessible yet premium options for consumers during the holiday season. Alongside new products, the company is simultaneously undergoing a 'turnaround' effort, as it attempts to stabilize its operations while expanding its portfolio.

Currently, Ri Happy operates under multiple brand names including its own, PBKIDS, and Divertudo, operating a total of 290 locations that combine physical stores and e-commerce. Despite a challenging environment impacted by the closure of certain operations, the company is focused on maintaining steady revenue and improving its retail strategy, illustrating a proactive approach to market changes.