Competitive Landscape
Lego Accelerates Ahead as Asmodee Leverages Collectible Demand
Traditional toys and games in France in 2025 is increasingly concentrated, with a notable shift in the balance of power among the leading companies. Lego France achieves a commanding lead, growing its share to 18% in 2025, a substantial increase from 9% in 2020.
Lego the Battle for Adult Collectors and Licenced Offerings
The reasons behind Lego’s continued dominance are rooted in its successful alignment with prevailing consumer megatrends. The brand outpaces competitors by commanding higher average prices, introducing display-oriented sets with popular licences such as Formula 1, and targeting both traditional children and the growing adult collector base.
Licensing and Social Buzz Set the Pace
The success of companies like Schleich, which experiences strong growth in action figures through aggressive pricing and effective promotion, highlights opportunities for businesses that can execute targeted strategies or adapt to evolving consumer behaviours. The evolving landscape suggests that further value creation lies in the ability to innovate around licensing, target adult collectors, and leverage social media-driven demand for both mainstream and niche offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in France?
- Which are the leading brands in Traditional Toys and Games in France?
- How are products distributed in Traditional 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?
Traditional Toys and Games in France - Category analysis
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
Toys and Games in France - Industry Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional Toys and Games
- 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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