The Sega Master System is still being made and sold in Brazil 37 years later

The Sega Master System has been in continuous production in Brazil for 37 years, manufactured and sold by TecToy under license from Sega. The latest version, the Master System Evolution, is a ROM-on-Chip console preloaded with 132 games, marketed to nostalgic adults and families seeking an affordable first console. Brazil's unique gaming culture — shaped by heavy import tariffs and limited access — made Sega dominant there while Nintendo failed to establish a foothold. TecToy localized games for Brazilian audiences, such as reimagining Wonder Boy with beloved local comic characters. Local manufacturing keeps the hardware affordable in a market where imported consoles remain expensive.