Toys and games recorded a decline in its current value sales in 2022, which was largely due to the significant pressure on consumers’ purchasing power. With rising inflation rates, consumers were forced into making trade-offs in their purchases.
In 2022, the trends in the toys and games industry in France continued to evolve. Kidults remained a significant customer segment for the industry, with rising penetration rates and strong potential for future growth.
LEGO continued to lead traditional toys and games in 2022, gaining share in the overall category thanks to its dominance of construction toys, which was one of the stronger performers in traditional toys and games in this year. LEGO's success could, in part, be attributed to its innovative products and partnerships for the company's 90th anniversary.
In 2022, physical stores continued to regain some of the share lost to e-commerce in traditional toys and games in 2020 as consumers returned to traditional ways of shopping. Traditional toy and games stores, in particular, remained an important sales channel for some consumers, as they provide a wide range of products and a personalised consumer experience, including access to information on packaging and expert advice.
The toys and games industry in France has shown resilience in the face of economic uncertainty and inflationary pressure. After two good years, 2022 was a year of performance rebalancing, according to a number of industry experts.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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