The toys and games market in France totalled €1.79Bn last year after boasting a 6.2% increase in value (+10.5% in volume). This admirable growth was largely driven by licensing. In 2005, licensed products accounted for 25% of all toys sold in France. Demand for licensed toys was driven by major film releases (‘Star Wars lll’, ‘Batman Begins’…) and by manufacturers apparently widening and diversifying their product range. Top of the licensed toy range were old favourites WInnie the Pooh, Dora the Explorer, Star Wars, Batman and Noddy, according to NPD Licensing Tracker.
Last year benefited from a range of new product launches. New technologies and greater electronics continued to dominate toy and game innovation and electronic games continued to be the market segment leader. However, according to French retail monitor LSA, the strongest growth was posted by the construction and figurine/universe segments.
Hypermarkets continued to lead in the sales of toys and games although specialist retailers are narrowing the gap. The two distribution channels are also pursuing opposite strategies. The promotional sale campaigns undertaken by the hypermarkets resulted in an average 7.5% drop in prices, according to LSA, but a subsequent +13.5% jump in volume. In contrast, the specialist retailers raised their prices by an average of 3.4%. The number of specialist toy outlets also continues to mushroom, with an additional 400 outlets added in 2005. In total, specialist toy retailers saw an average 4.3% decline in volume but an 8.2% increase in value sales last year.
Licensors can expect to see a variety of The Little Prince merchandise as he celebrates his 60th birthday this year. A full-length animated film is also in the pipeline. Babar the Elephant should also be heavily represented in the toy and games sector in 2006-07 as he celebrates his 75th birthday.
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The toys and games market in France totalled €1.79Bn last year after boasting a 6.2% increase in value (+10.5% in volume). This admirable growth was largely driven by licensing. In 2005, licensed products accounted for 25% of all toys sold in France. Demand for licensed toys was driven by major film releases (‘Star Wars lll’, ‘Batman Begins’…) and by manufacturers apparently widening and diversifying their product range. Top of the licensed toy range were old favourites WInnie the Pooh, Dora the Explorer, Star Wars, Batman and Noddy, according to NPD Licensing Tracker.