The outdoor playground market - France

The global outdoor games market, part of the broader toy industry estimated at $130 billion in 2020, shows robust signs of growth, with expectations to reach approximately $440 billion by 2030, growing at a 4.7% annual rate from 2022. The COVID-19 crisis initially hit the market negatively, with lockdowns causing store closures and sales losses in Spring 2020. However, a significant rebound occurred post-lockdown, with sales spiking by 22% at the end of May 2020 in France, and an exceptional 77% increase over 2019 levels in April 2021, driven by the need for children's physical activity and parental teleworking. Despite France being the second-largest toy-consuming country in Europe in 2021 with a market value of €3.7 billion and a 5.1% increase in sales volume from 2020, it faced challenges with domestic production, with most toys being imported – notably, 22.57% from China in 2020.

Environmental concerns and eco-responsibility are affecting consumer behavior with a growing interest in eco-friendly and second-hand toys, despite higher costs. French regulation maintains strict safety standards for toys, ensuring the well-being of children, while the CPI indicates a rise in toy prices from an average of €17.28 due to factors such as oil prices influencing plastic costs. The French market features key players like Smoby and Nerf focusing on manufacturing and diverse distribution channels like specialized stores and pure online players adapting during the pandemic with the latter gaining market share.

The Burgeoning Demand and Seasonal Dynamics of France's Outdoor Play Market

Analyzing the trends within the French market for outdoor games and toys, it is clear that there is a significant demand for these products, which plays a critical role in the physical development and well-being of children. In France, the outdoor play segment accounts for a substantial volume of 29 million toys sold annually, which translates to approximately 12% of all games and toys sales in the nation. While the global market for toys stands strong, the outdoor play market is poised to benefit from this overall expansion.

Encouraging trends, such as the growing emphasis on physical activity for children, further bolster this segment, with figures indicating only around 6% to 14% of French children currently meeting the desired levels of physical activity. In the French domestic context, the outdoor playground equipment market witnessed significant market expansion of 38% in the first quarter of 2021 compared to the previous year. This places outdoor play at 8.8% of the toy market. Additionally, outdoor play is not exclusively a child's domain, as adults too engage in activities such as pétanque and racket sports.

Despite robust demand, the market is subject to strong seasonal fluctuations. The toy market in France sees over half of its sales in the end-of-year period, whereas interest in outdoor toys typically surges with the onset of spring and ebbs in autumn and winter. This seasonality is reflected in consumer search behaviors, which peak for outdoor games during warmer months.

On the environmental front, there is an increasing preference among consumers, especially younger adults, for eco-friendly toys despite the perceived premium costs. Second-hand toys are rising in popularity, reflecting a conscious shift towards more sustainable consumer practices.

On the regulatory side, stringent safety requirements governed by EU directives and national decrees, such as Decree no. 2010-166, ensure that toys meet high safety standards, with CE marking as a seal of compliance. The French market demonstrates a stable number of toy manufacturers with a rich heritage, which has remained relatively consistent despite international competition. Interestingly, while raw material costs and production overheads impact consumer prices, the average price of toys has experienced a year-on-year increase of around 8%.

Overall, the outdoor play market in France presents robust growth opportunities, an expanding demographic beyond young children, and a consumer base increasingly mindful of ecological considerations. 

Key Market Players Shaping the French Outdoor Play Industry

As we delve into the French outdoor play market, we witness a landscape powered by a mix of historic, innovative, and globally influential manufacturers. Each contributes uniquely to an industry where creativity meets physical activity, and traditional craftsmanship blends with modern consumer desires. Here's an exploration of the main companies fuelling the outdoor play experience for children and adults alike.

• Smoby: Hailing from the picturesque Jura region of France, Smoby stands tall as a beacon of French manufacturing prowess. Renowned for its plastic toys that are both vibrant and durable, Smoby ensures that outdoor play remains a staple of childhood joy. A trip down a Smoby slide or a day spent playing in one of their playhouses can spark endless imaginations and physical adventures for kids.

• Nerf: As a titan of the American toy industry, Nerf is synonymous with action-packed outdoor fun. Best known for their range of safe, foam-based blasters, Nerf's products encourage active play and dexterity. Their presence in the market is a testament to the universal appeal of engaging in family-friendly combat games that test skill and precision.

• Goliath: Crossing continents, Goliath finds its roots in Israel and has since blossomed into a global powerhouse. While they're revered for classic board games like Rummikub and Triominos, Goliath also brings a spark to the outdoor game sector with inventive and interactive games designed for group play and outdoor activities.

• Vilac: With a legacy embedded in the Jura forestry, Vilac is a brand that marries the charm of wood with the spirit of French toy-making tradition. Their outdoor toys not only encourage physical play but are also crafted with an eye for sustainability and timelessness. A Vilac skipping rope isn't merely a toy; it's a piece of art that moves with the rhythm of nature.

• Vulli: Perhaps most famous for Sophie La Girafe, a must-have for infants worldwide, Vulli isn't one to shy away from the outdoors. Their array of products ensures even the smallest family members can enjoy safe, stimulating outdoor play with items designed for early development and tactile exploration.

• Ludi: Emerging from the serene landscape of Touraine, Ludi is a fixture in the nursery product scene. However, this company's innovation extends beyond the nursery, providing colorful play tents and other outdoor equipment that become personal playgrounds and secret fortresses for children looking to explore the great outdoors.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 24/05/2022

Summary and extracts

List of charts

• Revenue trends in the global toy market
• Ranking of the most valued toy brands
• Comparison of toy market values in four countries
• Share of outdoor play equipment in toy and game sales
• Share of outdoor play equipment in toy and game sales
• Trend in toy market sales
• Toy market share breakdown
• Sales of toys and games by age group
• Preference for French summer vacation activities
• Growth in the number of manufacturing companies
• Trends in production value for three categories of outdoor play equipment
• Market share breakdown of toy retailers
• Changes in the breakdown of distribution player shares
• Consumer interest in outdoor play equipment
• Breakdown of toy purchases over the year
• Consumers' views on the price of eco-friendly games
• Trend in the proportion of 16-34 year-olds who have sold an item on a second-hand platform
• French interest in eco-responsible consumption this Christmas
• Motivations and disincentives for buying second-hand products
• Consumer Price Index (CPI) for games, toys and hobbies
• Brent crude oil price trend (London)
• Game and toy sales by category
• The main countries supplying toys and games
• Breakdown of the main importers of toys and games made in France
• France's trade balance in toys and games
• French toy production by destination
• French people who have consumed more MIF since 2020