COMPETITIVE LANDSCAPE
LEGO thrives, while Mattel and Hasbro struggle
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 expands its product range; Le Jouet Simple expands distribution
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.
McLaren model vehicles engage consumers, while Lego and Mega Bloks compete
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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Overview:
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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in France?
- Which are the leading brands in Traditional Toys and Games in France?
- How are products distributed in Traditional 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?
Traditional Toys and Games in France - Category analysis
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
Toys and Games in France - Industry Overview
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
The following categories and subcategories are included:
Traditional Toys and Games
- 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
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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