Better performance compared with 2012, driven by successful novelties
Toys and games performed better in 2013 compared with the previous year. Overall current value sales were stable in 2013, whilst they declined in 2012. Video games continued to decrease, but at a slower rate. The launch of new static video game consoles, notably PlayStation 4 (Sony Computer Entertainment France) and Xbox One (Microsoft France) brought some dynamism to this category. The strong success of Grand Theft Auto V also helped to boost its performance. Traditional toys and games saw low but positive current value growth in 2013, whilst it saw a decline in the previous year. Even if there was no real substitute for Hasbro’s Beyblade, some novelties were successful and drove sales, such as VTech tablets, Furby from Hasbro and Monster High from Mattel. Some other manufacturers also managed to perform well, such as Lego and Playmobil, and Asmodee Group with its new Dobble card game.
Further decline for licensed traditional toys and games
The value share of licensed traditional toys and games was on an upwards trend between 2008 and 2011. Since then, non-licensed products have performed better. In 2013, the decrease in the value share of licensed traditional toys and games was due to the poor economic context, which encouraged consumers to purchase non-licensed products because they are cheaper. There was also a lack of successful licensed novelties able to drive overall sales as Hasbro’s Beyblade did in 2011.
Nintendo and Hasbro face more difficulties maintaining their positions
Toys and games is a highly fragmented and competitive market in France. Nintendo France and Sony Computer Entertainment France, both video games manufacturers, led the market in 2013. They were followed by Hasbro France and Mattel France, which continued to be the leaders in traditional toys and games. In 2013 Nintendo France once again lost ground. Even though Nintendo 3DS continued to be the most popular video game console in the country in value terms, its sales were negatively impacted by the success of new consoles launched by Sony Computer Entertainment France (PlayStation 4) and Microsoft France (Xbox One), and suffered from stronger competition from tablets and mobile phone gaming. As a result, sales of video games hardware accessories and also video games software from this player, in particular games for the Wii and Wii U, also underperformed.
Internet retailing gains ground at the expense of store-based retailers
There are three major store-based distribution channels in France for toys and games – traditional toys and games stores, hypermarkets and media product stores. Whilst throughout the year consumers tend to purchase traditional toys and games in specialist shops and video games in media product stores, because hypermarkets offer a large assortment of products, some of them buy such items in this channel, especially at Christmas, as for this occasion these retailers allocate additional space, in particular to traditional toys and games. In 2013, as happened over the review period, these main store-based channels saw the competition from internet retailing increase. Competitive prices and a growing number of online shops continued to be main factors for the rapid development of internet retailing. Busy lifestyles, common amongst the active urban population, also led more consumers to switch to internet retailing. This distribution channel is more convenient, as consumers can easily compare prices and have products delivered directly to their homes.
Positive value performance expected for toys and games
Toys and games is expected to post a positive value performance over the forecast period at constant 2013 prices. More favourable economic conditions will encourage consumers to purchase toys and games, and encourage manufacturers to invest in innovative products and advertising. Growth in the population, in particular in the age groups 0-13 and 13-19, will also sustain demand and positively impact the value sales of toys and games.
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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
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Our market research reports answer questions such as:
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- 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?
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This industry report originates from Passport, our Toys and Games market research database.