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Country Report

France Flag Toys and Games in France

| Pages: 57

Price: US$1,100

About this Report

EXECUTIVE SUMMARY

Worsening economic conditions undermine market performance

Following a modest recovery in 2011, the French toys and games market recorded a negative performance in 2012. This was due to worsening economic conditions, with marginal GDP growth and ongoing uncertainty over the eurozone debt crisis dampening consumer confidence and restricting discretionary spending. The increasing popularity of purchasing toys and games online, where prices are typically lower than in store-based retail channels, also contributed to the decline in total market current value sales. Traditional toys and games was worst affected by unfavourable economic conditions, recording a sharp decline in current value terms. Video games current value sales grew marginally, though this was still an improvement on the category’s performance the previous year. Favourable demographic trends helped to prevent a worse performance by the entire market; birth rates in France remained among the highest in Europe, and continued to rise. This ensured the continued expansion of the core consumer base for toys and games, ie children aged 0-14 years.

Demand for licenced traditional toys and games falls in 2012

After rising steadily over 2008-2011, the value share held by licenced products in traditional toys and games declined in 2012. This was mainly due to the unfavourable economic situation in France, though the drop also reflected slower demand for licenced products launched towards the end of the review period. These included Hasbro France’s Beyblade and the Cars 2 range from Simba-Dickie Group GmbH & Co KG. The fact that there were comparatively few successful licencing novelties in 2012, again partly due to the economic slowdown, also contributed to the sharp decline in current value sales of licenced traditional toys and games.

Nintendo and Hasbro lose ground as competition intensifies

Toys and games in France remained highly fragmented and competitive in 2012, with several players vying for shares in most categories. Nintendo France SA and Sony Entertainment France were the top two players in video games, while Hasbro and Mattel France SA led traditional toys and games. Nintendo’s value share in video games declined steadily throughout the review period. This was due to the poor performances of its core categories, video games hardware and software, which faced increasing competition from digital gaming. The main beneficiary of this latter trend was Electronic Arts France, which continued to strengthen its lead in the digital gaming category in 2012 thanks to the success of brands like Fifa, Battlefield and Mass Effect. Similarly, Hasbro’s overall lead in traditional toys and games was weakened over 2011-2012 due to declining current value sales in key strongholds like action figures and accessories and outdoor and sports toys. Hasbro’s value share decline was also due to strong gains made by smaller players like Lego France SA, which benefited from the success of recently launched brand extensions like Lego Friends for Girls.

Internet retailers make strong gains at the expense of store-based channels

Traditional toys and games stores remained the leading distribution channel for toys and games in France in value terms in 2012, followed by hypermarkets and media products stores. However, during the review period the market value shares held by these and most other store-based channels declined steadily as internet retailing made strong gains. The rapid advance of internet retailing was partly due to unfavourable economic conditions, as consumers can often buy toys and games online at more competitive prices than they can in store-based channels. Moreover, with consumer lifestyles in France becoming increasingly busy, the convenience factor drove gains for internet retailing; shopping online makes it easier for consumers to compare prices, while also allowing them to have toys and games delivered directly to their door. The establishment and expansion of online sales portals by leading store-based chains, particularly specialist chains, also fuelled the positive development of the internet retailing channel.

Favourable outlook for toys and games over the forecast period

After having declined slightly over 2007-2012, total toys and games constant value sales are expected to grow steadily over the forecast period. Constant value growth will be underpinned by modest economic improvements in France. More favourable economic conditions will encourage consumers to increase spending on toys and games, while also prompting manufacturers to step up investment in innovation and marketing activities. Further growth in the French population, particularly in the 0-14 years age group, will also fuel the positive development of the entire market.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in France with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toys and Games industry in France, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in France market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in France?
  • What are the major companies France?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Table of Contents

Toys and Games in France - Industry Overview

EXECUTIVE SUMMARY

Worsening economic conditions undermine market performance

Demand for licenced traditional toys and games falls in 2012

Nintendo and Hasbro lose ground as competition intensifies

Internet retailers make strong gains at the expense of store-based channels

Favourable outlook for toys and games over the forecast period

KEY TRENDS AND DEVELOPMENTS

Slow economic recovery unlikely to have a major impact on toys and games

Licensed products lose ground in traditional toys and games in 2012

Demographic trends bode well for the French toys and games market

Internet retailers make rapid gains in toys and games distribution

Consumers delay Christmas purchases to avail of discount promotions

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2007-2012
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2007-2012
  • Table 3 NBO Company Shares of Toys and Games: % Value 2008-2012
  • Table 4 NBO Brand Shares of Toys and Games: % Value 2009-2012
  • Table 5 Distribution of Toys and Games by Format: % Value 2007-2012
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2012-2017
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2012-2017

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Toys and Games in France - Company Profiles

Ankama SARL in Toys and Games (France)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Ankama SARL: Key Facts

COMPANY BACKGROUND

COMPETITIVE POSITIONING

  • Summary 3 Ankama SARL: Competitive Position 2012

Hasbro France SA in Toys and Games (France)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Hasbro France SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 Hasbro France SA: Competitive Position 2012

King Jouet in Toys and Games (France)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 King Jouet: Key Facts
  • Summary 7 King Jouet: Operational Indicators 2011-2012

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 8 King Jouet: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 9 King Jouet: Competitive Position 2012

Mattel France SA in Toys and Games (France)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Mattel France SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Mattel France SA: Competitive Position 2012

Meccano France in Toys and Games (France)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Meccano France: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 13 Meccano France: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 14 Meccano France: Competitive Position 2012

Micromania France SA in Toys and Games (France)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 15 Micromania: Key Facts
  • Summary 16 Micromania: Operational Indicators 2011-2012

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 17 Micromania: Competitive Position 2012

Ubisoft Entertainment SA in Toys and Games (France)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 18 Ubisoft Entertainment SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 19 Ubisoft Entertainment SA: Competitive Position 2012

Traditional Toys and Games in France - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 8 Sales of Traditional Toys and Games by Category: Value 2007-2012
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2007-2012
  • Table 10 Sales of Traditional Toys and Games by Type: % Value Breakdown 2007-2012
  • Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2008-2012
  • Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2009-2012
  • Table 13 Distribution of Traditional Toys and Games by Format: % Value 2007-2012
  • Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2012-2017
  • Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2012-2017

Video Games in France - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 16 Sales of Video Games by Category: Value 2007-2012
  • Table 17 Sales of Video Games by Category: % Value Growth 2007-2012
  • Table 18 Sales of Video Games Software by Type: % Value Breakdown 2007-2012
  • Table 19 NBO Company Shares of Video Games: % Value 2008-2012
  • Table 20 LBN Brand Shares of Video Games: % Value 2009-2012
  • Table 21 NBO Company Shares of Video Games Hardware: % Value 2008-2012
  • Table 22 LBN Brand Shares of Video Games Hardware: % Value 2009-2012
  • Table 23 NBO Company Shares of Video Games Software: % Value 2008-2012
  • Table 24 LBN Brand Shares of Video Games Software: % Value 2009-2012
  • Table 25 NBO Company Shares of Digital Gaming: % Value 2008-2012
  • Table 26 LBN Brand Shares of Digital Gaming: % Value 2009-2012
  • Table 27 Distribution of Video Games by Format: % Value 2007-2012
  • Table 28 Distribution of Video Games Hardware by Format: % Value 2007-2012
  • Table 29 Distribution of Video Games Software by Format: % Value 2007-2012
  • Table 30 Forecast Sales of Video Games by Category: Value 2012-2017
  • Table 31 Forecast Sales of Video Games by Category: % Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Toys and Games
    • Traditional Toys and Games
      • Baby (0-18 months)
      • Infant (19-36 Months)
      • Pre-School (3-4 Year Old)
      • Action Figures and Accessories
      • Arts and Crafts
      • Construction Toys
      • Dolls and Accessories
      • Dressing-Up and Role Play
      • Games and Puzzles
      • Model Vehicles
      • Outdoor and Sports Toys
      • Plush Toys
      • Radio/Remote Control Toys
      • Ride-On Vehicles
      • Scientific/Educational Toys
      • Other Traditional Toys and Games
    • Video Games
      • Video Games Hardware
        • Hand-Held Video Game Consoles
        • Static Video Game Consoles
        • Video Games Hardware Accessories
      • Video Games Software
        • Games for Hand-Held Video Game Consoles
        • Games for PCs/MACs
        • Games for Static Video Game Consoles
      • Digital Gaming
        • PC and Console Game Downloads
        • Online Games
        • Mobile Games

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Demographic
  • Analysis by Price
  • Analysis by Type
  • Analysis by Licencing
  • Video Gaming Population
  • % of Video Gaming Population

Market size details:

  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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