The French Toy Market Delivers a Record-Breaking Year in 2025
The French toy market delivered an exceptional performance in 2025, recording +7.1% value growth and +7% volume growth. This represents the best year in the last 25 years and marks a clear return to growth after three consecutive years of decline. Momentum was particularly strong in the first nine months of the year, with permanent sales up +9%, while Q4 maintained solid performance at +5.5%. December alone posted +4.5% growth, confirming a strong Christmas season.
As a result, the market reached a total value of €4.7 billion, positioning France among the leading toy markets in Europe, alongside Germany and the UK.
Stable Pricing Amid Easing Inflation
Despite the strong market performance, pricing remained stable. The average toy price held steady at €18 year-on-year, while the average Christmas price reached €21. Spending per child increased by +2%, demonstrating resilient consumer demand despite ongoing demographic pressure.
This performance was supported by easing inflationary conditions. Inflation slowed to +1% in 2025, down from +2% in 2024 and +4% in 2023, helping to stabilise household purchasing behaviour.
Demographic Pressure Continues
Demographic trends remain a structural challenge for the market. The number of births declined again by -2.1% in 2025, reaching 645,000 births — the lowest level since World War II. Over the past 15 years, this represents a reduction of 180,000 births, reinforcing the strategic importance of value-driven propositions and older-age segments for future growth.
Growth Driven by Innovation, Collectibles and Kidult Appeal
Market growth was driven by a strong mix of innovation, collectibles, and kidult-oriented products. Building toys recorded +35% growth, while trading cards — led by Pokémon — surged by +78%. Plush toys grew by +11%, and audio storytellers delivered particularly strong momentum with +63% growth.
The kidult segment (12+) continued to be a major growth engine, posting +16% growth in 2025. This segment now represents 33% of global toy sales, underlining its central role in reshaping the market.
Retail Performance and Channel Shifts
December’s top-performing product was SKYJO, which ranked as the #1 selling toy in value during the peak holiday period.
In retail, specialist players continued to outperform. Smyths Toys expanded its footprint with five new store openings, bringing its total to 49 stores in France. JouéClub achieved +7% growth, while La Grande Récré recorded +11% growth and now operates 110 stores, including 69 owned locations and 41 franchises. In addition, 15 stores were acquired by JouéClub members, with a further 25 acquisitions planned for 2026. King Jouet also delivered a strong performance, posting +9% growth in 2025.
Channel dynamics continued to evolve. Hypermarkets and supermarkets saw toy sales decline by -1%, as toys are no longer a strategic priority amid strong price pressure focused on food categories. E.Leclerc remains the leading hypermarket toy retailer, accounting for 33% of hypermarket toy sales. By contrast, specialist retailers now represent 42% of the total market and grew by +11%, driven largely by kidult-focused assortments. Online sales also remained dynamic, with +8% growth.
Licensed Products and Key Trends
Licensed toys enjoyed another strong year, boosted by major movie releases. Licensed products now account for 30% of global toy sales and recorded +19% growth in 2025. Pokémon led the category, with sales doubling, followed by Lilo & Stitch and Formula 1. Several key trends continued to shape the market. “Made in France” products represented 16% of total sales, showing slight growth and benefiting from stronger visibility through trade fairs, media, and Christmas catalogues.
The second-hand market reached 40 million units sold, accounting for approximately 7% of total market volume. Collectibles such as cards and figurines grew by +45% and now represent 13% of total sales, driven in part by strong influence from Asian content, particularly from China, Korea, and Japan.
Regulatory Challenges and Outlook for 2026
Despite the positive momentum, regulatory and safety concerns remain significant. In 2025, 86% of toys sold by some foreign online platforms were found to be unsafe and non-compliant with EU Toy Safety regulations, highlighting an urgent need for stronger regulatory and enforcement measures.
Looking ahead, the outlook for 2026 is positive and promising. The year will mark the 30th anniversary of Pokémon, reinforcing its position as the world’s leading toy license. LEGO is set to introduce both the Pokémon license and new Smart Play System bricks, while the FIFA World Cup 2026 is expected to boost demand for sports-related toys. Supported by strong licenses, ongoing innovation, and sustained kidult demand, the French toy market enters 2026 with solid fundamentals and renewed confidence.
Written for The Toy Universe by Yann Fresnel, French Toy Industry Executive
If you are looking to invest in EMEA market and enter direct to retail, you can learn more about Yann on LinkedIn or email him at yann@toyinfluence.com
This article originally appeared in Edition 19 of The Toy Universe Magazine
