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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. L' advent of Pokémon Go represents the risk of substitution effect that video games represent in relation to licensed toys

In 2019, the toy market in general accounted for €3.5 billion and remained on several years of low growth. One of the key demand drivers in this market is the licensed toy segment. Licensed toys have seen their sales rise by 4% and now represent more than 22% of sales of games and toys in France. The Disney studio, whose film launches are often accompanied by the launch of derivative products, has released several animated films: Star Wars, Avengers: Endgame, Captain Marvel and Toy Story 4

The COVID-19 crisis has had an ambivalent effect on the sector. Indeed, while a large number of physical outlets have lowered their curtains following the restrictive measures, the explosion of online sales has helped to sustain demand: according to figures published by Les Echos, online sales of toys have increased by more than 6% over the period.

ANALYSIS OF THE DEMAND

MARKET STRUCTURE

ANALYSIS OF THE OFFER

REGULATION

POSITIONING OF THE ACTORS

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Reviews (5)

The holiday rental market - France

Publicado en 26/04/2022 by MATTHIEU VANDERPERRE - ETS VANDERPERRE

I am very satisfied with the contents of the study which will come to enrich my file of request for financing for a project related to the seasonal hiring

The board game market - France

Publicado en 13/01/2022 by E Lemarois

Quite complete but lacks data on the categories of game buyers (age, gender, socio-professional category...)


Businesscoot Response:

Hello Etienne, Thank you for your feedback on our study. We are planning to update it taking into account your remarks, we will keep you informed as soon as it is available.

The board game market - France

Publicado en 13/01/2022 by Nicolas Silvani - LudoTech

A good overview of the market that doesn't neglect new market developments and at an affordable price. I am interested in a more in-depth study of new trends and players.


Businesscoot Response:

Hello Nicolas, Thank you for your feedback and we are delighted that this study has given you a good overview of the market.

The performing arts market - France

Publicado en 30/12/2021 by Manuel Garry

The study is well structured and covers all aspects in a comprehensive manner. However, it is more like an aggregation of the main elements of a few studies than a real analysis of the sector (4 to 5 sources represent 90% of the study). The study is not aimed at connoisseurs but rather at people who are new to the sector, which makes the analysis a little expensive in relation to its contribution.


Businesscoot Response:

Hello Manuel, Thank you for your feedback. It is precisely our positioning to make synthetic studies on targeted markets. We hope that it has been useful to you. :)

The board game market - France

Publicado en 15/12/2021 by Client anonyme - Ce client a souhaité rester anonyme

Very useful


Businesscoot Response:

Hello, Thank you for your feedback. We are glad that the study was up to your expectations. We hope you will give us a 5/5 next time ;)