The French Toy market has delivered -0,7% results and -1,2% in volume in 2024
- It’s nearly stable when Germany and UK delivered worst numbers (-2,3% and -3,7%).
- It has been quite stable during all the year. Permanent was +1% from January to September.
- The main driver, the “Outdoor Toy” category, was impacted again by terrible weather in spring and, again, lousy weather in the West/North area in summer time.
- Christmas campaign was quite bad in October and November. December was up +4,5% and saved the year.
- Average price is 18 Euros (+0,5%).
- The French Toy market is now 4,3 billion Euros, N°1 in Europe with Germany and followed by UK.
- Last 5 weeks of the year are 31,5% of global sales (30% in 2023). People bought very late their toy presents as last year.
Explanations for the market decrease
- Inflation has been decreasing to +2% (+4,9% in 2023 after +5,2% in 2022). Toy part inflation was smaller but we could find many promotions during all christmas campaign.
- Number of Births decreased again by -2,2% (-6,7% in 2023) at 663 000 (lowest number since world war 2) so it means – 161 000 in 15 years.
- Second hand is really a trend in different sectors for a few years and in Toy too. We saw toy chains opening special section for second hand and some specific second hand firms selling to Hypermarkets. Value is growing. It looks it’s now not far from 8% of global sales.
- Outdoor Toy part as mentioned for permanent (key driver) was bad due to poor weather.
Performing categories
- 5 categories out of 11 have been growing in sales.
- Building (+20%), trading cards (+27%), plush (+9%), and audio storyteller (+27%)
- Growing segment is KIDULT (+12Y old) and driving up the market (29% of global sales)
Top products in December 2024
SKYJO (game), NOTRE DAME DE PARIS (building/Lego) and FURBY (interactiv plush) are top 3 (2 are KIDULT).
In top 10, 2 Kidult games, 2 Pokemon trading cards and 2 Lego Kidult Building.
Toy retail facts 2024
- Smyths Toys has rebranded all shops and opened 5 new ones (46 now in France)
- Joue Club (300 shops with 220 owners) bought La Grande Récré in 2023 (137 shops), keeping two brands (Joue Club is more in the suburbs/family, and La Grande Récré is more in the center of town/children.
- Joue Club owners are buying La Grande Récré shops (10 in 2024, +-30 in 2025)
- Joue Club is growing by 2,3% and La Grande Récré by 13%.
- King Jouet is growing by 4% in 2024 going to 13,1% market share.
Distribution channels
- Hypermarkets/Supermarkets are still decreasing (-7,6%)
- Non-food sections are not their priority and price battle is on food.
- Leclerc is N°1 HM chain in toy sales (33% of HM sales).
- Specialists are gaining market share and are now representing 42% of the market. Toy chains and multi specialists gained +6,3% due to Kidult focus.
- Online was -6% and third year decreasing (around 25% of global sales). AMAZON is still n°1 player
Licenses
- It has been quite a good year again with vigorous activity with movies (27% of global sales, +6%)
- The top license is POKEMON.
- Lilo & Stich has delivered the best growth and is now N°9 licence in 2024.
Trends
- Made in France” accounts for 16% of total sales (growing a bit). Buyers are giving these products more visibility with their Fairs, media coverage, and space in Christmas catalogs.
- Kid-adult games are growing, representing 29% of total toy sales. The adults are buying regularly, and the average price is high. They have a unique space in Christmas catalogues (Games and puzzles, cards, collectibles, plush and building with kidult licenses). The sales growth is important for +18y old.
Notable facts 2024
- Some foreign online platforms are selling dangerous toys (>80%) and are not respecting EU Toy law. We need to find a solution for the future.
- REP law (collecting old toys) is now having more than 2500 toy suppliers.
- It has been collected 30 000 Tonnes of old toys through 6 000 points. It s in progress every year.
Comments based upon data from Circana, La Revue du Jouet, the French Toy Federation, and personal observations and opinions.
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