Focus Retail du samedi 24 janvier

January 24, 2026

AI Summary

5 min read

The toy market in France posted its strongest growth in 25 years in 2025, with sales up 7.1% according to Circana data. This is not a return to a golden age of children’s playthings. The growth is driven almost entirely by two categories: construction sets (led by LEGO, up 30%) and strategic trading cards (Pokémon, One Piece, up 60%). The real story is the rise of the “kidult”—consumers aged 12 and up—who now account for 33% of the entire toy market. Philippe Guédon, general director of King Jouets, and Pierre Veyron, founder of the recycled toy brand Simple, join Eva Jacot to explain what is happening and what it means for the industry.

The kidult phenomenon and what it means for stores

The kidult category—teenagers, young adults, and seniors—is reshaping the toy business. In 2025, it represented 33% of the French toy market, and in countries like the UK it has already passed 40%; in Japan, it is over 50%. The heaviest spenders are 15- to 30-year-olds, who buy for themselves, often with a collector’s mindset. Unlike the children’s market, which is intensely seasonal (50% of King Jouets’ annual sales happen in November and December), the kidult segment is much more evenly spread across the year, with higher visit frequency.

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What you'll learn

1 (00:00) **Show Introduction & Guest Lineup** - Host Eva Jacot introduces the episode's focus on the toy sector's exceptional 2025 growth and previews two guests: Philippe Guédon (King Jouets) and Pierre Veyron (Simple).
2 (01:26) **Toy Market Growth: +7.1% in 2025** - Philippe Guédon confirms the toy market's best performance in 25 years, driven by a strong permanent period and a positive Christmas.
3 (02:57) **Two Key Growth Categories: Construction & Strategic Cards** - The market's surge is led by construction (especially LEGO) and strategic trading cards (Pokémon, One Piece).
4 (03:30) **The Kidult Phenomenon: Definition & Impact** - Kidult (ages 12+, including teens, adults, and seniors) now represents 33% of the toy market.
5 (05:48) **Kidult Demographics & Spending Habits** - The core Kidult customer is aged 15-30, with a collector mindset and more frequent, year-round purchases.
6 (07:17) **The Power of Licenses in the Toy Market** - Licenses now represent 30% of the toy sector, driven by timeless properties (e.g., Goldorak) and strong film/TV franchises (Disney, Warner, Japanese anime).
7 (10:55) **Future Outlook: Declining Birth Rate & Kidult Growth** - With a 20% drop in births over 20 years, the children's toy market is shrinking, but Kidult is the key growth vector.

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Show Notes

Ce samedi 24 janvier, Eva Jacquot a reçu Philippe Gueydon, directeur général de King Jouet, Claire Koralewski, directrice générale de Médiaperformances, et Pierre Veron, fondateur Le Jouet Simple, dans l'émission Focus Retail sur BFM Business. Retrouvez l'émission le samedi et réécoutez la en podcast.