The licensed toy market - France

INFORMATION ON THE STUDY

Prix: 89€ HT
Last update: 30/04/2021
Language: EN
Category: Leisure
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Content of the study

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MARKET OVERVIEW

1.1 Definition and scope of the study

Many toy manufacturers use well-known names, usually from movie studios and animation films, to boost their sales licensed toys these products are all those for which a contract for the transfer of rights of use of the trademark has been signed between one company and another

In concrete terms, the main licensed toys take on the appearance of disney, Marvel or Pixar heroes, but also Harry Potter or Pokémon to name but a few. They can be found in all categories of toys, constructions, dolls, stuffed animals, figurines..

This study will focus on so-called "traditional" toys and games, i.e. we will include board games, for example, in this study, but we exclude licensed video games the main competitors of toys

In a shrinking French toy market, licensed products are resisting this trend and are becoming more and more important each year among all products for children. The major toy manufacturers are therefore making massive use of licences to support the sales of their products, the Lego case is an example.

Nevertheless, the weak outlook for the toy market in general over the next five years may hinder the progress of licensed toys This is partly due to the development of video games and other gaming applications on smartphones and tablets.

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