Content of the study

Available languages

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

To keep reading, buy the full research

What is in this market study?

  • What are the figures on the size and growth of the market?
  • What is driving the growth of the market and its evolution?
  • What are the latest trends in this market?
  • What is the positioning of companies in the value chain?
  • How do companies in the market differ from each other?
  • Access company mapping and profiles.
  • Data from several dozen databases

  • This market study is available online and in pdf format (30 p.)
  • Consult an example PDF or online
  • Recent reviews ★★★★☆ 
Buy this market study 89€

Availability within 1 business day

Buy a pack and get an immediate discount

Pack 5 études (-15%) - France

378€

  • 5 études au prix de 75,6€HT par étude à choisir parmi nos 800 titres sur le catalogue France pendant 12 mois
  • Conservez -15% sur les études supplémentaires achetées
  • Choisissez le remboursement des crédits non consommés au terme des 12 mois (durée du pack)

Consultez les conditions du pack et de remboursement des crédits non consommés.

Inclus dans ce pack: This study (The licensed toy market - France) + 4 other studies of your choice

Buy the 5 Study Pack 378€

Method

Data
Analysts 1 sector analyzed
in 40 pages
Method
Control

Analysts

  • Top Universities
  • Expert opinion

Data

  • Databases
  • Press
  • Company reports

Control

  • Continuously updated
  • Permanent watch

Method

  • Synthetic structure
  • Standardized charts

Analysts

Hugo S.

chargé d'études économiques, Xerfi

Hugo S.

Hugo S. logo 1 Hugo S. logo 2
Mathieu Luinaud

Associate Consultant

Mathieu Luinaud

Mathieu Luinaud logo 1 Mathieu Luinaud logo 2
Education Formation
Robin C.

PhD Industrial transformations

Robin C.

Robin C. logo 1 Robin C. logo 2
Pierre D.

Analyst

Pierre D.

Pierre D. logo 1 Pierre D. logo 2
Arnaud W.
Linkedin logo

Ross Alumni Club France

Arnaud W.

Arnaud W. logo 1 Arnaud W. logo 2
Amaury de Balincourt
Linkedin logo

Analyste de marché chez Businesscoot

Amaury de Balincourt

Amaury de Balincourt logo 1 Amaury de Balincourt logo 2
Pierrick C.

Consultant

Pierrick C.

Pierrick C. logo 1 Pierrick C. logo 2
Maelle V.

Project Finance Analyst, Consulting

Maelle V.

Héloise Fruchard

Etudiante en Double-Diplôme Ingénieur-Manager Centrale

Héloise Fruchard

Héloise Fruchard logo 1 Héloise Fruchard logo 2
Imane E.

EDHEC

Imane E.

Imane E. logo 1 Imane E. logo 2
Vincent D.

Auditeur

Vincent D.

Vincent D. logo 1 Vincent D. logo 2
Eva-Garance T.

Eva-Garance T.

Eva-Garance T. logo 1 Eva-Garance T. logo 2
Michela G.

Market Research Analyst

Michela G.

Michela G. logo 1 Michela G. logo 2
Azelie P.

Market Research Analyst @Businesscoot

Azelie P.

Azelie P. logo 1 Azelie P. logo 2
Cantiane G.

Market Research Analyst @Businesscoot

Cantiane G.

Cantiane G. logo 1 Cantiane G. logo 2
Jules D.

Consultant

Jules D.

Jules D. logo 1 Jules D. logo 2
Alexia V.

Alexia V.

Emil Ohlsson

Emil Ohlsson

Anna O.

Anna O.

Gabriel S.

Gabriel S.