The toy market has never been so good in the world. This is in any case what indicates the latest study of the Circan Institute: all large countries show sales in net increases, with a 9% increase for a year in the first half, and France is no exception. This global toy market has been a new relay of growth: adults or “children” in the language of the sector.
These “Kidults” cover toys buyers for 12 years. But in stores, this term most frequently designates adults, thirty years and beyond, lovers of stuffed animals, letters and other games to gather. In the toy world, the “Kidults” weigh more and more: they represented almost a third (31%) of the European market in the first half of 2025, against 15% in 2014. On their own, they generated an annual turnover of 4.6 billion euros in Europe in 2024.
Strong impact of the Covid crisis
Stown table games, Lego Montajes to be careful … This strong growth is intrinsically linked to pandemic. The Pokémon maps found in the penthouses during the confinements have revived the hearts of the collectors, we give as an example the Circana Institute. Pokémon puts this point in these “Kidults” that, to celebrate its 30th anniversary next year, the franchise has decided to collaborate for the first time with Lego, the other favorite brand of these consumers.
The German Playmobil figures have opted in the Asterix universe to seduce this margin of consumers, after having developed in the past ranges that evoke the saga. Go to the future, The Star Trek franchise and the British spy James Bond. The German company also launched a series of vehicles under the Ferrari, Citroën, Porsche, Volkswagen, Mercedes-Benz or Vespa brands.
Star games of playgrounds since the 2000s, card collection participate in this “Kidults” flight, especially since the explosion of prices to the resale of “rare” cards pushed some to embark on a collection. Beyond the famous Pokémon and Magic, Disney launched its own Disney Lorcana brand in 2023. This youngest in the card market was already positioned in the top 10 of the best sales in the great recreation in early December 2024.
Far from babies, stuffed animals also roam adults. “Regressive” teddy animals are a success with teenagers and young adults, stimulated by nostalgia for childhood, effective marketing and fashion in social networks.
“It’s totally assumed”
“The luxurious is not just for children! Today there is no shame and is supposed to be completely, it was less the case before,” Sandra Callahan, general manager of Gipsy toys, French creator and plule distributor, said last December. In the last Christmas festivals, the company was particularly involved in the success of the “Little Corgi Cuties” range, small dogs for dogs to deal with a donut, a hamburger, a strawberry or bubble tea.
Test of emotion for the comforters, the sales of Jellycat have been almost multiplied by four since 2019 and approached the 200 million pounds sterling (around 232 million euros) in 2023. The British brand is known for its animals, fruits and filled animals. In the summer of 2024, Jellycat opened a “corner” in the galleries Lafayette Haussmann in Paris, forced to close several days as soon as it was opened, due to the lack of sufficient stock due to a large crowd.
Faced with the fall in the birth rate, distributors also trust these big children. The King Jouet brand has been developing “King’dultes” for several months, spaces dedicated to these buyers, who also have the advantage of being teachers of their budget.
Source: BFM TV
