People know Children’s day as a celebration for kids, with the habit of gifting them, especially with toys. But, in the past, the popularity wasn’t that huge as it is today, and it took almost 30 years to work properly in the Brazilian economy.
The date takes place on October 12th, the same day as the holiday honoring the Brazilian patron saint, Nossa Senhora Aparecida. Ironically, the two are unrelated, even though most people believe the holiday is exclusively dedicated to children — when, in fact, it’s not.
The origin of it all
Children’s day was established in Brazil during 1924, with the idea of defending and protecting the kids rights. The date’s idea came from the Federal deputy Galdino Valle Filho, motivated by the wish to bring attention to kids’ safety. The project gained strength through the months, and was officialized on November 5th of the same year.
The statute pointed out that “October 12th is hereby established as the day for the celebration of children’s day throughout the national territory”, but only got more repercussions after 1950.
How did this day become so popular?
At first, the date failed to track much attention, to the point where President Getúlio Vargas established a new date – March 25. The idea was to raise public awareness about the importance of better care and protection for children, but the new date never became a real celebration. October 12th remained in the background until 1950, when it began to gain greater prominence, thanks to an advertising agency.
The toy factory Estrela and the company Johnson&Johnson joined each other with the idea to commercialize more kids products, choosing October 12th to celebrate and naming it the Health Baby Week. The campaign was a huge success and resonated strongly with the public, making the date significant to this day—largely due to the boost in sales, particularly of toys, which contributes to the country’s economy.
Over the years, this kind of demand for toys and children’s products encourage stores to invest more on promotions and offers, attracting more consumers. This increase in sales benefits not just retailers, but manufactures and other businesses involving the industry. As a result, the week for children’s products promotion turned into an annual commercial.
The celebration around the world
Unlikely in Brazil, Children’s Day has its own unique way to be celebrated in other countries, reflecting their own stories and culture. November 20 is recognized as World Children’s Day by the United Nation, marking the adoption of the Declarations of the Rights of The Child in 1959. However, not all the countries follow this date. Some countries like Portugal, China and Russia celebrate on June 1st, with the idea to promote infant rights, peace and protection after World War II.
In the USA, Children’s Day is not a nationwide holiday. Even though this date is separate for June 1st, some states celebrate in their own way, and with their own traditions, but keeping the feeling of protecting children.
In South America, Children’s Day also varies between countries. Countries like Argentina and Chile celebrate it every second Sunday of August, because it helps with commercial factors, economy, and also is a recommendation of ONU about childhood. Uruguay celebrates on January 16th, with historical celebration and changes in laws, August 16th turns more about commercial and economic for the country.
In Japan it’s more curious. They have a “Girls day” on March 3rd, celebrating health, happiness and girl’s future, and a “Boys Day” on May 5th celebrating strength, resilience and health as well. Although, the girls day is not considered a holiday, unlike the boy’s one.
A curiosity that only Brazil has
October 12th brings together two celebrations, but with very different meanings. While Children’s Day had become associated with gifts, toys and family activities, the national holiday came to honor Nossa Senhora Aparecida, the Brazilian patron saint.
The religious celebration dates back to 1717, when three fishermen found a small image of the Virgin Mary in the Paraíba do Sul River. After the discovery, reports of miracles helped spread devotion to her. In 1930, Pope Pio XI declared Nossa Senhora Aparecida the patron saint of Brazil, and in 1980, October 12th became a national holiday in her honor. This means that date is recognized not just by children and families, but also carries a huge religious meaning.
Over time, both celebrations became part of the Brazilian calendar, even though each one has its own traditions. For many people, the day means kids’ celebration, and for others is about devotion and prayer. This combination makes this date an interesting example of how different cultures work.
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The article below was edited by Eloá Costa.
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