Toys and Games in France

Mixed performances for toys and games in 2018 due to changing demographics

Toys and games continued to record good overall retail value growth in 2018, albeit at a much slower rate than in the previous year. Growth was entirely driven by video games, as the Nintendo Switch, launched in 2017, outsold all other toys and games in the country, offering a new standard in terms of versatility and hybridism.

Two major retailers enter receivership

La Grande Récré (Ludendo) entered into receivership in March 2018, followed by Toys’R’Us France Real Estate in July 2018. The situation improved for both retailers in October.

Nintendo France extends its lead due to innovation amid parents’ anti-device stance

The instant success of Nintendo Switch upon its launch in 2017 did not abate in 2018 and enabled Nintendo France to extend its overall lead in toys and games at the end of the review period. The product set a new standard for the next wave of innovative consoles themed on the trend of an “Anywhere-Anytime-Anyhow-Anyone” gaming experience, as well as playing together as a family.

Internet retailing flourishes, but toy shop visits are still important

While traditional toys and games stores remained the largest distribution channel for toys and games within store-based retailing in 2018, it lost significant retail value share over the year as internet retailing continued its march forward and two major traditional toys and games outlets suffered major difficulties. Internet retailing significantly increased its overall retail value share in toys and games in 2018, with strong gains in both traditional toys and gains and video games.

Growth expected to slow due to changing demographics and saturation

Toys and games is expected to register lower current retail value growth over the forecast period than that of the review period. Video games will likely remain the driver, albeit with reduced growth, while traditional toys and games is likely to recover from the retail difficulties it faced in 2018 and benefit from a boost in the number of licensed toys and games being launched featuring characters from new TV series and films.

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