Concentration in the competitive landscape increased in France between 2019 and 2024, as the top five companies accounted for 35% of value sales in 2019, rising to 39% in 2024, although this remains below the Western European average of 41%. LEGO Group performed strongly in the year, driving growth in the construction category through leveraging strong licences, partnerships, and a broad product range catering to various consumer segments, including kidults.
Buki France, which is renowned for its innovative educational toys, has expanded its product range by adding the distribution of Halilit music toys from the UK. Meanwhile, Le Jouet Simple, a small brand known for simple, high-quality toys, has achieved success by entering a major department store in France, Galeries Lafayette.
Model vehicles continues to see innovations through new partnerships to engage a passionate consumer base, such as McLaren F1 cars, or other popular car models. Furthermore, in 2025, the increasing competition between Lego and MEGA Bloks from Mattel in construction is a dynamic that some trade sources are monitoring, as it has the potential to shift the competitive environment.
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Understand the latest market trends and future growth opportunities for the Traditional 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.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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