Content of the study:
The outdoor playground market - France

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1.1 Definition and scope of study

Outdoor games are also known as jeux de plein air: they describe any type of game that takes place outdoors. They are quite often aimed at young or very young users, but some are intended for a wider spectrum, such as pétanque. Sometimes they require no special equipment or purchase (hopscotch, 1.2.3 sun, etc.). In addition, outdoor games play an active role in a child's development, stimulating balance, coordination and spatial awareness.

This study will therefore focus on outdoor games requiring equipment, such as swings and trampolines, or games like Mölky, pétanque, spikeball, Frisbee or jokari... Physical activity is important for children, and the proportion of French children who take part in at least one hour of physical activity a day is 6% for girls and 14% for boys, compared with EU averages of 10 and 20% respectively.

Outdoor play represents 29 million toys sold per year, or 12% of annual sales of games and toys in France. This segment is not very seasonal, compared with others whose activity is concentrated at key periods (Christmas, for example), and therefore enables sales to be spread more evenly over the year.

1.2 The global market

The outdoor playground equipment market is included in the toy market as a whole. The toy market is in good health, with steady revenue growth since **** after a period of decline in the early ****s. Fortune Business Insights estimates the size of the global toy market at $*** billion by ****.

Global toy ...

1.3 The domestic market

The outdoor playground equipment market includes a wide variety of different references aimed at different target customers, both children and adults. In ****, the outdoor play market was worth *** million euros, and in the first quarter of ****, it grew by **%.

In ****, *** million toys were sold in France, down *% on the previous year. ...

1.4 Imports and exports of outdoor toys and games

A large proportion of games and toys purchased in France are imported. French imports of toys and games will total *.* billion euros in ****. China is predictably France's leading toy exporter, accounting for **.**% of French imports.

Main countries supplying toys and games France, ****, as % of total Source: ****

France also exports the toys ...

1.5 The impact of the health crisis

The Covid **** health crisis affected first negatively and then positively the toy and outdoor play market more specifically.

Spring **** was a difficult time for the outdoor play market. The closure of toy stores, schools and parks severely penalized this market. However, the deconfinement in May enabled a spectacular recovery : by May, ...


2.1 The French outdoor play market: not just for young children

The following diagram shows the age distribution of toy sales. Although children under ** account for over **% of toy and game sales, it's important not to overlook the over-**s market. The neologism"kidulte" has been coined to describe people over ** who buy toys for their own consumption. By ****, this clientele will ...

2.2 A market marked by seasonality

The toy market is buoyed by the end-of-year festivities, as the graph below shows. **.*% of sales in this market are generated in the last three months of the year.

Breakdown of toy purchases over the year France, ****, in Source: ****

Conversely, consumer interest in outdoor toys seems to follow a cycle, with ...

2.3 "Made in France" toys have the wind in their sails

The definition of Made in France (***) in the French Customs Code is clear: "Made in France is any product for which the last substantial stage has been carried out in France, and for which at least **% of the added value originates in the area". The health crisis of **** had a very ...

2.4 Environmental concerns are becoming increasingly important

The ecological awareness of the French has been growing in recent years, encouraging the emergence of new consumer behaviors: buying eco-responsible toys or from second-hand platforms.

Younger adults aged between ** and ** generally have a good opinion of eco-responsible toys, which they feel have a good impact on ecological awareness: over **% of ...


3.1 The French outdoor playground market is driven by several major companies

The outdoor play market follows the same organization and has a structure relatively close to that of the toy market in which it is included. In ****, outdoor and sports games will represent the fourth largest category in total toy and game sales.

Games and toys sales by category France, ****, in millions ...

3.2 French production

However, France does have a number of toy manufacturers on its territory, some with very long histories. In the face of stiff competition from China, the number of French toy manufacturing companies is relatively stable after a spectacular peak in ****.

Number of companies producing toys France, ****-**** Source: ****

Growth in production ...

3.3 French toy retailing: a sector in the throes of change

In France, toys and games are sold by a number of different players and through a variety of different channels.

Games and toys are sold through a distribution channel organized around three main players:

specialized trade: this is the main toy distribution channel, with a market share of **%, and is dominated ...


4.1 Analysis of raw materials and consumer prices

The Consumer Price Index (***) is the instrument used to measure inflation. It is used to estimate the average change in prices of products consumed by households between two given periods. The graph below shows the evolution of this index between April **** and February **** for games, toys and hobbies.

Consumer price index ...


5.1 Current regulations

Because toys are products intended for children, sometimes very young, they are subject to very strict regulations designed to protect the safety of their users. These regulations are designed to protect children against risks and injuries arising from "normal and foreseeable" toy use. The European legislator therefore imposes precise regulations that ...

5.2 Extension of regulations on advertising to children

Since January *, ****, advertising in programs aimed at children under ** on public service channels has been banned. It also applies ** minutes before the start of the program and ** minutes after its end. The ban on advertising in children's programs applies only to public service channels.

Among other European countries, Sweden is a ...


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Reviews (5)

Reviews (5)

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Publicado en 22/08/2022 by Louis-Matar Guèye - Market Partners Oü

Complete study, good value for money

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Nothing to say, good study

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Publicado en 03/08/2022 by J Rowe

Very detailed study that takes into account the different aspects of sports coaching

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The scope of the study is well defined. The scope of the elements analyzed allows for a global vision of the sector of activity. It would have been interesting to have more precise data to better compare the players in the sector and according to identical criteria. Some data are not updated or are presented for different years depending on the player.

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Publicado en 18/07/2022 by Julien Leleu - Flandrin Finances

Very good quality-price ratio

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