Armando Carreteros, Editor of Nación Juguetes, founded the first journalistic medium for the toy industry in Latin America

by Armando Carreteros | 09 Oct 2022

Biographies and Interviews

Hola Armando! Please share with our readers what your roles and responsibilities are in our global industry?

As the editor of Nación Juguetes, I like to think that I help consumers to be informed and to establish direct contact with the toy industry. I believe that this link of communication is vital for the development of a vigorous market.


What is your claim to fame in the industry?

Nación Juguetes is the first journalistic medium specialized in the toy industry and market in Latin America.


What has been your biggest achievement?

Maintain a journalistic medium specialized in the toy industry in Latin America despite all the difficulties.


What was your biggest failure?

Too many to count.


Why and how did you get into the Toy and Game industry?

I have always been fascinated by toys, their manufacturing process, their history and their important role in the society and economy of a country. The information about the toy industry on this side of the world, rather than being scarce, is rather dispersed. I think it was time for us to have a medium that allows us to centralize quality information about it and that is in our language.



What are you working on now?

The elaboration of “Historias de Juguetes”, our podcast that will allow us to make known in a more direct way the events and the opinions of the members of the toy industry worldwide.


What has kept you motivated to stay in the toy industry?

Seeing the great effort made by toy companies and ventures in Latin America to get ahead, I believe that this "sailing against the current" should receive all possible attention.


What trends do you see in toys or games that excite or worry you?

I am excited to see the children who have rediscovered the game as a family (one of the few positive things that Covid left us).


What advice can you give to inventors who are presenting new toy or game ideas to you?

Especially for creators and inventors in Latin America, to take risks and find contacts beyond their borders. Their ideas, with the appropriate support, can become successful games or toys all over the world.


What advice do you have for people starting in the industry?

Take a look at what's been done right before, add a healthy dose of your own imagination, and keep it fun.


What is the most rewarding part of your job?

When they send me the toy samples and I can open them with my daughter. It's Christmas early. Playing with it transports me to my childhood, it is to return each time to that magical world.


What is the worst job you’ve ever had and what did you learn from it?

Fortunately, I have never had a job that I can consider “the worst”, I think that in some way I have had fun in all of them.


 Where do you come up with your best ideas?

In the middle of a boring situation that allows me to digress.


What blocks your creativity?

Loud noises put me in a bad mood and block me out.


What was your favorite toy or game as a child?

A mighty army of plastic soldiers.


Where did you grow up and how did that influence who you are today?

I was born and raised in Lima, Peru, in a very difficult time for the country, hit by a tremendous economic crisis and insane terrorism, I think that is precisely what made us a resilient generation.

Who might be role models for the work you do?

James Zahn's work in The Toy Book and John Baulch's  in Toy World Magazine are my absolute references.


What is your favorite gadget, app or piece of software that helps you every day?

Google, After Effect and my cell phone.



Do you have any kiddos?

A beautiful 5 years old girl.


Do you have any pets?

I had a female Irish setter named Yocasta, she accompanied me for part of my childhood and youth.


Do you have any guilty pleasures?

Eating unhealthy amounts of “Turrón de Doña Pepa”, a typical sweet from my country.


Do you play any musical instruments? If so, which one(s)?

Does Guitar Hero count? If not, then no.


Who are your favorite musicians, singers or musical groups?

I love rock, Guns'n Roses, Queen, Dio, Metallica to name a few.


What are your favorite books?

“Cien años de soledad" by García Márquez; “Rayuela” by Cortázar and “Salambó” by Flaubert.


Who are your favorite athletes?

Total fan of "Pibe" Valderrama, soccer player already retired.


I’m lucky that….

Having a wonderful daughter and wife by my side who are my inspiration and support.



toy game media Latin America Armando Carreteros Toys Juguetes

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