Cautious consumer spending and a falling birth rate lead to a difficult year for toys and games
Toys and games in France saw a decrease in value sales in 2024, due to the falling birth rate and decreased consumer purchasing power. The kidult trend and collectibles provided some stability in traditional toys and games, but the poor performance of video games as it stabilised from an exceptional year in 2023 drove overall decline. The competitive landscape is consolidating, with major companies concentrating on innovation in response to changing demographics.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in France with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in France, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in France report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in France?
- Which are the leading brands in Toys and Games in France?
- How are products distributed in Toys and Games in France?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in France?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in France
Cautious consumer spending and a falling birth rate lead to a difficult year for toys and games
Toys and games faces decline, driven by video games
Lego profits from the kidult trend, with innovative products like Notre-Dame de Paris
One Piece collectible cards aim to replicate Pokémon's success
Familiar video games software titles continue to lead, but there may be opportunities for smaller publishers
Video games set to drive growth in toys and games
Challenges will remain in terms of inflation and the falling birth rate
Collectibles, kidults, and new launches set to shape toys and games in the future
Innovation will be crucial for growth in toys and games
LEGO Group drives growth, although players in video games maintain their lead
Buki expands its product range; Monopoly Go! sees success
In 2025, new launches and stronger competition set to affect toys and games
Retail e-commerce dominates, but may be plateauing
Offline retailers benefit from offering advice, although grocery retailers struggle
Jouet Prix Bas attracts price-conscious parents with temporary store concept
Retailers adapt their strategy amidst falling birth rate
COUNTRY REPORTS DISCLAIMER
Traditional Toys and Games in France
KEY DATA INSIGHTS
Overall stagnation, but construction sees dynamism
LEGO Group's innovation and licensing boost growth for construction
Lego leverages the kidult trend with successful architecture and botanical sets
Pokémon drives growth in collectible card games, and One Piece is launched in France
JouéClub and others adapt to the falling birth rate, focusing on a wider offering
Games and puzzles to see modest expansion and continue to lead traditional toys and games
Falling birth rate and other factors set to reshape traditional toys and games
Addressing different consumer groups will be important, driving the kidult trend
LEGO thrives, while Mattel and Hasbro struggle
Buki France expands its product range; Le Jouet Simple expands distribution
McLaren model vehicles engage consumers, while Lego and Mega Bloks compete
Despite share decline, traditional toys and games stores remain popular
Retail e-commerce sees dynamism, but may be plateauing
Jouet Prix Bas offers lower prices during the Christmas season
Video Games in France
KEY DATA INSIGHTS
In 2024, sales of video games fall after an exceptional performance the previous year
Video games declines in a year of sales normalisation
Franchises dominate sales as publishers limit new releases
Video games subscriptions struggle amidst lower hardware sales and budget cuts
Video games hardware set to see the fastest growth over the forecast period
Innovation, new releases, and uptake of VR technology set to dictate changes in hardware
Opportunities for online and mobile games, but subscription services may not take off
Top five companies increase their share; Sony gains in static consoles
Monopoly Go! is one of the most popular mobile games downloads
Upcoming product launches in both video games hardware and software
Retail e-commerce gains ground from an already high base
Offline retail continues to play an important role, but Micromania faces physical software decline
FNAC's omnichannel approach drives its continued strength, particularly during peak sales periods
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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