Toys and Games in France

COVID-19 impact on toys and games

The impact of COVID-19 on toys and games in France has been varied, although most categories have suffered to some degree due to physical store closures. However, whilst traditional toys and games stores and other non-essential stores were forced to close in mid-March, thereby affecting sales through specialist retailers, supermarkets and hypermarkets remained open during lockdown, which meant French consumers could still buy many toys and games in some physical stores, although their ranges were more limited.

COVID-19 country impact

On 29 February 2020, gatherings of over 5,000 were banned in France, with all gatherings banned on 2 March. On 16 March, schools closed and full lockdown was implemented, with non-essential outlets closed.

New retail concepts and stores, including pop-up stores, introduced in 2019

New retail concepts have been introduced in toys and games, such as a Harry Potter pop-up store, opened in Paris in partnership with JouéClub. These are seen as stores where children can play and explore and spend time experimenting with the toys on offer.

French consumers increasingly value the importance of playing games together

There was also a trend towards spending more time together in 2019, with many French people choosing to spend free time playing more traditional board games. This is even the case amongst adults, fuelled to some extent by the rise of bars where friends can meet up, enjoy food and a drink or two and play board games.

Nintendo France increases its share due to sales of Nintendo Switch Lite and Nintendo Switch’s positioning as a way to enjoy family time

The overall toys and games competitive environment is quite fragmented, although Nintendo France SA was still the clear leader in 2019. Nintendo Switch continues to see growing popularity and newcomer Nintendo Switch Lite, a cheaper, more lightweight version, is also proving popular (largely replacing the Nintendo 3DS), enabling Nintendo to extend its overall lead at the end of the review period.

Digital hometainment to drive growth in the future

Sales of toys and games are expected to grow over the forecast period, boosted primarily by video games as French consumers increasingly opt to play with digital toys and games. The desire for hometainment seen in 2020 is expected to remain strong throughout the forecast period, and playtime is expected to become increasingly digitalised, as new and exciting games are launched on a regular basis.

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