In partnership with the French Federation of Toy and Childcare Industries and the Federation of Trade Specialists in Toys and Children's Products, market research company The NPD Group analyzes toy market trends a few weeks before Christmas.
The games and toys market is preparing for its key moment in the calendar and expecting a normal Christmas despite a tense environment. Indeed, like every year, Christmas will be a welcome escape in a daily life marked by geopolitical tensions, price increases and the threat of the return of the health crisis. Since 2021, record year where sales exceeded 3,8 billion euros, France has become the leading toy market in Europe and intends to remain so. “Christmas traditionally represents for a majority of the population a unique break and a return to basics., a special moment where the child is king. It is for this reason that, year after year, the resilience of the toy market around the festive period has always proven itself., whatever the economic context, geopolitics or, more recently, sanitary », notes Florent Leroux, President of the French Federation of Toy and Childcare Industries (FJP).
Inflation relatively contained in France
This year, market players must face the challenge of inflation. The NPD Group recalls that “the purchasing power of households is very tight and this is also reflected in our figures which show a contained increase of 6% in prices on the games and toys market for the month of August”. This increase is, however, much lower than the inflation observed on all consumer products. (+9% in September). France is also the country in Europe where toy inflation remains the most limited compared to its German neighbors. (+6,6 %) or British (+6,8 %). “In this time of crisis, contained inflation on the toy market in France is the combined result of the efforts made for months by all manufacturers, whether international or French groups, in order to optimize their development costs, production or supply, but also margin objectives significantly revised downwards”, adds Florent Leroux.
Market growth and resurgence of specialists
In mid-September, the turnover of the sector is down slightly from 0,8% compared to 2021, but shows growth of 5% compared to 2019 – the pre-Covid reference year – and reflects a certain return to normal. These results are even better than those of our neighbors, less protected by the energy tariff shield. Indeed, the English and German markets show declines of 4% and 5% respectively compared to 2021. Another reassuring sign for the market : growth in sales among specialists. We have observed a 5% increase in sales since the start of the year in specialized brand stores.. This performance of specialists is all the more remarkable given that the sector has experienced significant turbulence in recent years and a rationalization of its fleet.. The NPD figures show that at constant stores, sales in specialized stores increased by 9% compared to 2019, proof of the attractive proposition they represent in the sector.
Licenses and kidsults : two driving trends
Two promising phenomena are boosting the sector this year and should continue to do so during the Christmas period. First the sales of licensed toys, supported by strong cinema news, posted growth of 3% and a record market share of 23% at the end of August. In the Top 5 characters who generated the most sales in 2022, we find in order : Pokémon, Paw Patrol, Barbie, the Marvel universe and Harry Potter. Ensuite, sales of games and toys aimed at “kidults”. These fans aged 12 and over are increasing in number each year. They collect cards and figurines, meet up to play board games or build replicas of Star Wars or other ships to display in their living room. Christophe Drevet, general director of the FJP, underlines that “sales for kidults increased by 9% in one year between July 2021 and June 2022 to represent 28% of the market. Revealing the importance of toys and games at all ages, This segment represents a tremendous growth lever for the sector and allows manufacturers to develop all their creativity. »
A late season but there
This year, The NPD Group, the FJP and the FCJPE expect a late season : Christmas falls on a Sunday right in the middle of the school holidays, which could push consumers to postpone their toy purchases until the last minute, as was the case in 2016. December represents a third of the sector’s annual turnover, a key moment not to be missed, especially when it offers, like this year, more latitude for those who will take advantage of the start of the holidays to finish their purchases. " This year, the French will have to make trade-offs given the economic constraints, but they will focus on protecting the spirit of Christmas. That is why, like in 2020 and 2021, the games and toys market should once again prove its resilience. »
A sector committed to future generations
The year 2022 marks a milestone for the game-toy industry in favor of sustainable development. In the context of extended producer responsibility (REP), carried by the AGEC law (Anti-Waste for a circular economy), the manufacturers and distributors concerned now finance the collection of used or end-of-life toys, via an eco-contribution, to ensure reuse and recycling.
The objectives are commensurate with the overall environmental challenge. From 2024, a third of toys placed on the market must be collected annually (approximately 33,000 tonnes) for the purpose of reuse, recycling or recovery. Nearly 20% of these tonnes collected will eventually have to be reused, notably through social and solidarity economy structures. The sector has chosen the eco-organization Éco-Mobilier for the implementation and management of this REP sector, whose role is to organize the reuse of these toys by encouraging in particular the donation, to develop recycling sectors, but also to promote the eco-design of products. The first toy collection bins will be available at the end of the year in test stores and the national deployment will take place gradually in 2023. Communication with families and children will aim to encourage donations to associations of unused toys.. Children will thus become full participants in recycling with a product that is very close to them.. According to the Future of Toys study by the NPD group carried out last June, 41% of French consumers have already recycled their old toys at least once ; a figure set to grow very quickly thanks to this program.
