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Toys manufactured or created in France have gained market share since January thanks to the success of soft toys, notably the Phryges from the Olympics, but also other games offered by French brands, indicated the specialist firm Circana.
“The French toy is once again gaining market share” while it had been stagnating “for two years”, summarized Lucie Dubois, responsible for the toys sector for France within Circana, on the occasion of ten years of the association of French toy creators-manufacturers (ACFJF) .
In September, games and toys marketed by French manufacturers or creators — such as Smoby, Asmodee, Corolle, Vulli, Lansay or Janod — represented 16.3% of the market, up 0.2 points compared to 2023, thanks to an increase in turnover of 1%.
These data relate to toys manufactured on French soil by companies “who develop the industry“, but also those designed by French creators”who for economic reasons are obliged to have it manufactured elsewhere“, indicated Alain Ingberg, president of the ACFJF.
Circana specifies that “94% of the gains” in the French toy sector come from board games, electronic devices for children but especially soft toys, driven by the success of the Phryge mascot from the Paris Games.
“There is an Olympics effect, it has been a historic year. And the year is not over, Phryge can be a great Christmas gift“, reports to AFP Sandra Callahan, general manager of Gipsy Toys, one of the two official manufacturers of the mascot, which has sold more than 1.5 million to official stores and mass retailers.
“We continue to sell Phryges, and we have almost finished manufacturing the limited series“glittery or metallic.”I would like to make a Christmas Phryge, with a little hat” also in a limited series, “between 1,000 and 3,000 pieces”, adds Alain Joly, president of Doudou et Compagnie, the other company holding the license, which has also sold 1.5 million, part of which was made in France.
Over the last twelve months, 35 million French toys were sold in France, for a turnover of 724 million euros, indicates Circana.
“We still have a long way to go” but “over time, there are more and more affinities“consumers”for what comes from France“, estimates Philippe Gueydon, president of the Federation of trade specialists in toys and children’s products.