The toy market is large as it includes all toys produced regardless of the material (plastic, wood, etc.). Direct consumers are the parents for their children whose tastes are easily influenced. As a result, manufacturers must adapt between reassuring parents and successfully engaging children.
The games and toys market is a significant market in France, with a turnover of 3.4 billion euros in 2016, up +1% compared to 2015. The market is structured around major players with leading brands such as Lego and Playmobil. Although the cyclical nature of this market is important, brand image is extremely powerful, as parents are reassured to buy toys they know for their children.
The sector is dominated by two major players who are engaged in an intense trade war. Lego has recently taken over Mattel's position as market leader, forcing the American giant to seek innovation to seek half-mast growth. In addition, the Hasbro group, which is based on a Disney licensing strategy, is a major outsider on the market.
Product innovation and diversification are at the heart of market players' strategies. In a declining market, the objective is to seek volume with regular new products.
The impact of the external environment is low in this market where regulations mainly concern the materials used in production. These standards are well taken up by market players who know how to protect themselves against the risks of accidents related to the use of toys by young children.
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