Against the backdrop of sluggish household consumption, the French toy market has shown surprising vitality, recording a strong increase in sales described as “rare in the past 25 years.” Supporting this counter‑trend growth is a group of financially capable “big kids” who are willing to pay for their own hobbies.
Toy industry professionals refer to this emerging consumer group as “kidults” — teenagers and adults aged 12 and above. According to market research firm Circana, toy sales targeting consumers aged 12 and over surged by 22% this year. Baudouin, President of the JouéClub toy retail group, said this represents “a level of growth rarely seen in 25 years.”
These “older players” began to emerge during the COVID‑19 pandemic. During lockdowns, activities such as puzzles and coloring books became legitimate reasons for adults to buy toys for themselves. They include collectors of Pokémon cards, Star Wars or Marvel figurines, as well as social players who enjoy board games and puzzles with family and friends.
A recent survey released by research institute JuniorCity shows that 47% of people aged 13 to 55 either buy toys for themselves or have received toys as gifts, with an average ownership of 12 toys per person. Among kidults aged 20 to 55, annual spending on toys for personal enjoyment is close to €200, with men aged 26 to 35 being particularly willing to spend.
The primary motivation for “big kids” to buy toys is “relaxation.” Circana’s global toy industry expert Frédérique Tutt explained that amid widespread anxiety, French consumers seek moments of ease and comfort through toys. The fact that the average viewer age of children’s TV channel Gulli is 33.6 years also indirectly confirms this trend.
As the number of adult customers grows, traditional occasions such as Valentine’s Day, Mother’s Day, and Father’s Day are gradually becoming new peak seasons for toy retailers. Mattel France has expanded its product lines for adults: in early September, its Hot Wheels brand launched a Mercedes model on Amazon, which sold out in less than three hours. Meanwhile, the “BookNook” miniature scene models that recently went viral on social media have become highly popular for combining hands‑on enjoyment with home décor appeal.
Retail chains are also actively targeting “big kids.” In July this year, King Jouet opened three King’Dultes pop‑up stores in Marseille, Paris, and Nantes. Originally scheduled to close at the end of the year, the pop‑ups have been extended until April next year due to performance “exceeding expectations.” La Grande Récré is renovating its stores by creating adult‑only zones near the entrance, displaying construction toys, board games, and popular IP “fan corners,” allowing adult customers to enter toy stores more confidently.
Declaration: This article comes from Shanghai Observer News.If copyright issues are involved, please contact us to delete.
