2025 Developments
Toys and games in France delivered robust growth in 2025, achieving a 4% year-on-year increase in value to EUR8,763 million, outpacing both real GDP growth of 0.8% and contrasting with a more subdued outlook in western Europe overall. The landscape stands out as highly attractive, sustained by resilient consumer spending, expanding adult and teen participation, and a pronounced shift towards premium products and collectibles that mitigate the effects of a declining child population and economic uncertainty. Success in toys and games increasingly hinges on targeting adult buyers with high-value construction sets, trading cards, and collectibles, while adapting to rapid channel fragmentation, the growing influence of digital and social commerce, and heightened regulatory demands around sustainability and circularity. Leading brands are strengthening their positions by investing in premium innovation, developing omnichannel strategies, and embedding sustainability into both product design and retail, with those able to balance compliance costs, demographic change, and evolving consumer expectations best placed to drive growth and defend margins.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in France with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in France, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in France report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in France?
- Which are the leading brands in Toys and Games in France?
- How are products distributed in Toys and Games in France?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in France?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in France
2025 Developments
Key Data Insights
Lego and Pokémon Sustain Value as Adult Spending Rises
Adults and Teens Drive Premium Construction and Collectibles Growth
Sustainability and Circularity Reshape Product Design and Retail
Lego and Influencer Brands Shape Premium Adult Demand
Kidult Premiumisation and Regulation Drive Business Model Shifts
Sustainability and Second-Hand Options Shape Consumer Loyalty
Lego Captures Lead as Nintendo and Asmodee Adjust Strategies
Two Major Corportate Developments Reshape the Landscape in 2025
Store-Based Toy Retailers Sustain Gifting While Digital Games Shift Online
Retail E-Commerce Accelerates Growth as Digital and Social Commerce Rise
Kidult Demand and Circular Options Reshape Retail Experience
Acommunity-Organised Play and Cross-Platform Ip Emerge as Product Development Priorities
Sandfall Interactive and Nintendo Demonstrate Distinct Approaches to Product Innovation
Community Ecosystems and Creative Talent Create New Revenue Pathways
Traditional Toys and Games in France
Key Data Insights
Traditional Toys and Games Summary
Kidults Boost Sales of Construction and Games and Puzzles Amid Falling Birth Rates
Pokémon and Influencer-Driven Collectibles Unlock New Consumer Segments
Arts and Crafts Regain Relevance as Girls Return to Hybrid Products
Kidult Spending Drives Construction and Games and Puzzles Ahead of Demographic Decline
Licences and Second-Hand Sales Reshape Competition and Value Creation
Adult Consumers and Licences Drive Innovation While Retailers Adapt to Shifting Demand
Lego Accelerates Ahead as Asmodee Leverages Collectible Demand
Lego the Battle for Adult Collectors and Licenced Offerings
Licensing and Social Buzz Set the Pace
Fnac and Cultura Capture Kidult Demand as E-Commerce Surges
Action and Noz Accelerate Growth with Deep Discount Deals
Amazon Dominates Online Sales as Kidults Embrace Digital Shopping
Premium Licensing and Entertainment Tie-Ins Redefine Product Development Cycles
Value-Led Formats and Cross-Category Design Expand the Addressable Market
Omnichannel Distribution and Social Commerce Amplify the Returns on Product Innovation
Video Games in France
Key Data Insights
Video Games Summary
Nintendo Launch Resets Upgrade Cycles and Anchors Spending
Game Subcriptions Buffer Software Slide
Subscriptions Reshape Purchasing Behaviour
Nintendo Leverages Hardware Launches to Drive Short-Term Spending
Micromania Sale Signals Shift as Digital Platforms Consolidate Power
Nintendo and Playstation Fuel Competition as New Hardware Cycle Resets Shares
Ubisoft and Sandfall Spark Growth with Fresh Launches and Strategic Alliances
Ubisoft and Sandfall Introduce Blockbuster Breakthroughs
Digital Platforms and Subscriptions Displace Physical Stores in Everyday Sales
Playstation Store, Steam and Amazon Win Loyalty through Convenience and Range
French Studio Breakthroughs and Corporate Restructuring Redefine the Innovation Agenda
Sandfall Interactive, Ubisoft and Electronic Arts Demonstrate Distinct Innovation Pathways
Ownership Restructuring and Creative Breakthroughs Create New Value Pathways
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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