In 2020, sales of traditional toys and games declined by 1%, which compared to a rise in value sales of 1% in 2019. The decline was primarily due to store closures during the lockdown period, which closed the doors of toys specialists during this time.
Despite the overall value decline in traditional toys and games, games and puzzles continued to post positive double-digit value growth in 2020, with construction and ‘junior electronic’ goods, mainly from the brand Vtech, performing well. Games and puzzles were seen as positive solutions for families to spend time together in lockdown periods, with construction goods and ‘junior electronic’ perceived as a stimulating way to occupy younger children.
LEGO saw a strong performance during 2020, improving its growth compared to 2019 to take the sole leading position. Boosting sales were its new range of Super Mario offerings, which drove value sales due to their higher unit prices.
Traditional toys and games will see a flat year in 2021, with consumers remaining wary of the COVID-19 virus, with new lockdown periods taking place during the year. As the vaccine rollout continues to take place in the country, consumers will grow more confident; however, another negative impact for the coming years will be the low birth rate in the country.
LEGO will continue to develop across the forecast period, with further launches expected for items focused on adults. 29% of French consumers over the age of 18 years play with LEGO, and this will result in the developments of more licence partnerships, including Super Mario LEGO.
Many French consumers want to be more eco-responsible and have a growing interest in recycled toys. As such, Hasbro started to recycle toys in April 2019, using France as a test market.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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