Summary of our market study

The market for licensed toys is estimated at €3.6 billion in France and $26 billion worldwide.

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1 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.

List of charts presented in this market study

  • Croissance du marché mondial des jouets sous licence
  • Le marché français des jeux et jouets
  • Total des ventes de jouets de licence et taux de pénétration
  • Proportion familles monoparentales 2014 par rapport a l'ensemble des familles
  • Familles selon le nombre d'enfants de moins de 18 ans
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Latest news

King Jouet opens its third Paris store | King Jouet sets up in Paris - 09/09/2023
  • Third King Jouet store in Paris, located at 13 avenue des Ternes, 17th arrondissement.
  • the company's 15th downtown store since 2019.
  • Three new stores to open soon on former La Grande Récré sites.
Smyths Toys soon to include a nursery range - 28/08/2023
  • Smyths Toys, the buyer of the former PicWicToys stores in France, has announced that it will be adding a dedicated childcare department to its 41 French stores and website
  • The brand already offered a range of wheeled products for toddlers, such as buggies and stroller-like tricycles.
  • Number of main product types available for babies: 7 (beds, car seats, strollers, high chairs, feeding bottles, small household appliances, babyphones and early-learning toys).
  • Brands represented in the group's offering: Joie, Babymoov, Ickle Bubba, Maxi Cosy, MAM
Hasbro sells its film and entertainment business to Lionsgate - 04/08/2023
  • Hasbro's eOne Film & TV division has been sold to Lionsgate for $500 million (458 million euros).
  • Hasbro had acquired eOne in 2019 for $4 billion.
  • In 2021, Hasbro sold the music business to Blackstone for $385 million.
  • In 2021, eOne generated sales of $829 million, representing around 14% of Hasbro's sales.
Barbie: The Billion Dollar Movie - 01/08/2023
  • The "Barbie" film generated $775 million in worldwide box-office receipts, including $351 million in the USA and Canada alone.
  • It will be the third highest-grossing film at the global box office in 2023.
  • The Mattel Group has announced fourteen other film projects.
Lego prepares to open its 20th store - 31/07/2023
  • Lego Store opens in Toulon on July 22.
  • It will be the 20th Lego Store in France.
  • last year, Lego opened 155 new stores around the world.
  • The total number of Lego outlets worldwide is 904.
  • Lego's sales in 2022 were 8.68 billion euros.
  • Lego's sales growth in 2022 compared with 2021 was 17%.
  • Lego's net income in 2022 was 1.87 billion euros, up 5% on 2021.
King Jouet makes progress. - 31/07/2023
  • The French toy market recorded a decline in value of around 5% in the first half of 2023.
  • King Jouet has gained 0.5 market share points since the beginning of 2023, bringing its total market share to 14%.
  • King Jouet finalized the purchase of Maxi Toys, a Belgian toy retailer, in mid-2020.
  • The Group transformed 92 French Maxi Toys stores into King Jouet.
  • It also plans to convert 25 Belgian stores under its own name.
  • King Jouet has opened seven second-hand stores, called King Okaz.
  • King Jouet group consolidated sales in 2022: € 410 million (excluding affiliates).
  • Group net income in 2022: €10m.
  • The group has 390 stores worldwide, including 330 in France (245 branches).

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Mattel
Namco Bandai Entertainment France
Tomy France
Lego France
Playmobil (Horst Brandstätter Group)
The Disney Store France
Dreamworks Animation
Pixar
Marvel
Ludendo La Grande Récré
King Jouet
Picwic Toys

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the licensed toy market | France

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