SINCE 1957

we’re dedicated to bringing joy, learning and games to families in Paraguay.

Fachada de Juguetería Miramar Paraguay

We believe in the magic behind building blocks, dolls, toy cars, costumes, board games, arts and crafts and everything that makes life more fun.

Foto de juguetería Miramar

Miramar has all the toys and brands that you, your children, friends and cousins love.

Logo for Juguetes Chiche, a toy store, with the word 'Chiche' in large blue letters on a yellow oval background, and the word 'juguetes' in black above it.
Clementoni logo featuring a stylized blue and black sphere with a red accent and the word 'Clementoni' in bold blue letters.
Pink cursive text reading 'Barbie' against a black background.
Hot Wheels logo with yellow lettering inside a red flame shape
Cogo logo with yellow text inside a red brick-shaped design.
Playmobil logo with stylized smiling character
Play-Doh logo with red background, white and black text, and a blue and white outline.

We take the toy business seriously.

A doll with curly blonde hair, blue eyes, and a friendly smile, dressed in a floral dress with pink pockets and a ruffled hem, seated on a pink shopping cart in a toy store with colorful shelves in the background.

#TBT

Three young men standing in front of a store with signs for snacks, perfumes, and cigarettes, with the store's storefront visible.
A man in a store aisle holding a toy helicopter, surrounded by shelves of toys and games.
A young boy building with large colorful LEGO blocks in a toy store, standing on a platform surrounded by scattered LEGO bricks, with shelving filled with toys and a large LEGO structure in the background.

Juguetes Chiche

In 1980, we took a step no other toy company in Paraguay had dared to take: we opened our own toy factory in Villa Elisa and created Chiche, the country's first homegrown toy and games brand.

Toys are so important for us that we created a space where we could make our own games, dolls, and toys that felt local: from Paraguay for our people. And so were born the products that became part of the childhood of entire generations of Paraguayans: El Banquero, ¿Quién Será El Asesino?, Peteî, and Tembleque, the game that sent more than a few family game nights into chaos.

With Chiche proved that Paraguay could not only consume quality toys, it could also make them.

A novelty toy or game called 'El Banquero' with a cartoon banker character, a limousine, and a building in the background, with a green and red design.
A box of Tumblecube wooden block game and several wooden blocks outside the box.
Board game and checkerboard with black and yellow game pieces.

MIRAMAR

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