- Highly competitive and seasonal market : 60% of sales are made between mid-October an end of December
Weights of sales of the last three months of 2010 (compared to Total sales 2010) :
October 6.4%
November 19.3%
December 32.4%
- 96% of parents consider that toys are tools to develop creativity and learning abilities, parents represent 37.1% of the buyers
- Consumption is different according to the country : Japanese children worship electronic toys whereas the rest of Asian consumers would rather buy educational toys, European children prefer traditional toys and American children love toys based on cartoon or movie characters.
- In France, Infant toys represents 22% of total sales
- High renewal rate : 60% of toys references are changed every year
- Novelty oriented market : new products = 60% of total sales
- 46% of sales are made by GSS (specialist retailers)
- In 2010, the total turnover of the Toy market in France was €3.058 billion, which represents an increase of 3% compared to 2009.
- France is the second European country in terms of turnover : the United Kingdom represents 23.7% of the total European turnover, France represents 21.5%, and Germany 17.6%.
- In France, Playmobil owns 7% of the toy market, 5% for Lego.
- Worldwide, Lego is the 4th actor of the toy market with a market share of 5.9%
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