Trends in the toy market for 2024 highlight the significant influence of “kidults,” contributing 29% of total revenue. Spending patterns show a slight decline, yet categories like card games and storytelling toys have seen remarkable growth. Top-selling items include the card game Skyjo and a Lego Notre-Dame model. Despite economic challenges and declining birth rates, the industry looks to blockbuster franchises and innovative products to drive sales in the coming years.
Trends in the Toy Market: A Look at 2024
Since the festive season of December, many of you may have indulged in exhilarating rounds of Skyjo or proudly showcased your completed Lego masterpieces at home. These engaging toys, designed for ages 12 and older, have captured the hearts of consumers. The phenomenon of “kidults” has notably contributed to the toy market’s expansion, representing 29% of total revenue in the past year, as reported by Circana.
Spending Patterns and Popular Categories
Frédérique Tutt, a global expert in the toy market from Circana, notes that French consumers have shown a stable level of engagement with games and toys this year, with spending reflecting a slight decrease of 0.7% in value and 1.2% in volume. However, the average price saw a modest increase of 0.5%. Among the standout categories in 2024, card games and storytelling toys both flourished with a remarkable 27% growth, while construction games grew by 20%, strategic card games by 14%, and traditional plush toys by 9%. Licensing agreements featuring popular cartoon and video game characters have also positively impacted toy sales, with Pokémon leading the charge, although Lilo & Stitch has emerged as a new favorite among French consumers.
This year, the card game Skyjo from Magilano took the top sales spot, captivating players with its simple objective of scoring the fewest points. Priced at an accessible 15.50 euros, its popularity on social media has catapulted it to stardom in 2024. Following closely is the Lego model of the Notre-Dame Cathedral, which reopened to visitors in late 2024. This exquisite collector’s item, priced at 185 euros, continues to attract buyers eager to construct a piece of Parisian history after the tragic fire of 2019.
Since its introduction in 1998, the Furby has remained a timeless interactive toy, claiming the third position in the best-selling toys list for Christmas. This charming plush allows children to engage in singing, dancing, and conversing, and is offered by Hasbro at a price of 50 euros. Meanwhile, Pokémon cards, which debuted in 1996, are still going strong, with two premium card sets from Asmodée Editions occupying the fourth and tenth spots on the sales chart. Parents appear willing to invest in their children’s interests, with one set priced at 95 euros and another surpassing 150 euros.
Additionally, the card game “Speed Bac Jaune,” published by Pop Games, has captivated audiences of all ages, securing the fifth position among the top-selling toys. This fresh and dynamic adaptation of the classic Petit Bac is available for over 18 euros. In sixth and ninth places, Spin Master’s Bitzee has enchanted consumers with its interactive holographic animals, while Lego’s life-sized orchid model, aimed primarily at adults, takes the seventh spot. Lastly, traditional spinning tops still have a dedicated following; a Hasbro arena, priced around thirty euros, allows players to compete in thrilling battles, where the first to score four points is crowned the “Blader.”
Looking ahead to 2025, Frédérique Tutt emphasizes that the industry must navigate between wise purchasing decisions and indulgent buying amidst a challenging economic landscape and declining birth rates. Circana predicts that the 2.2% drop in births in 2024 has resulted in a loss of approximately 63 million euros in the French market. To counterbalance this, the sector is counting on the resurgence of major blockbusters and beloved series that appeal to both children and adults, focusing on pleasure purchases and innovation to boost sales throughout the year.