Resilience of Toys Market in 2020 and 2021
The toy industry was particularly resilient in 2020-2021 despite health restrictions (quarantines t and closures of non-essential stores). In Europe, the Leader is the UK toys market with a combined turnover of 3.3 billion Pounds (4th top world toys markets) with sales increased 5% in 2020%.
The second European market is France (5th top world), the market down 1.5% in 2020 despite a sharp drop of 2.2% in the last quarter (Christmas) representing 55% of sales. The sector recorded a strong negative volume effect with a decrease in volumes of 8% but a positive price effect with an average price increase of 7% from 16.74 (e) to 17.83 (e).
Despite this decline, the sector is resilient notably thanks to e-commerce sales. Online sales jumped 27% representing 32% of total sales (+6 pp compared to 2019). Made in France Toys sales account for 14.4% of annual sales.
Best sellers of sales |
2020 Growth |
Puzzles | +10% |
Board Games | +10% |
Juniors Electronics | +7% |
Dolls | +27% |
plasticine and sculpture | +7% |
Educational games | +4% |
In 2021, the toy market grew 17% between February and March amid an uncertain situation. The closure of cultural venues (cinemas, etc.) and schools supported the market. The e-commerce sales up 31% as many merchant, toys makers have enhanced their Supply and items available on Internet.
Best sellers of sales |
2021 Q1 Growth |
Puzzles & Board Games | +28% |
Construction games | +36% |
Stuffed toys | +22% |
Outdoor toys | +22% |
However, the new restrictive measures on non-essential businesses have strongly affected again physical sales. Sales during the Easter period represent around 15% of the annual total. Notably for the category of outdoor games generally motor during the spring period.
Top of sales by Franchises in 2021 Q1
- 1) Pokemon
- 2) Harry Potter/ Fantastics Beasts
- 3) Lego Technic
- 4) Lego Harry Potter
- 5) Nintendo
World biggest toys makers : Lego, Namco Bandai, Tomy, Nintendo, Hasbro, Ravensburger, Mattel, Vtech , Jakks Pacific