Thursday, January 15, 2026
2026 got off to a flying start
After an exceptional year in 2025, 2026 got off to a flying start for the games and toys market.
With a 9% growth in value, supported by an increase in the number of games and toys purchased, the market had a good January compared to an already strong historical record.
January 2026
Value: +9%
Volume: +10%
Average price: -1% (€16.39)
Seven of the eleven listed product categories saw growth, with three posting double-digit increases. Among these, construction toys (+42%) continued their exceptional momentum from 2025, followed by creative hobbies (+16%) and exploration games and other toys (+13%).
Licensed products (+29%) continued to drive market growth, representing 34% of total market revenue in January, an increase of more than 5 percentage points compared to the previous January. Standard games and toys, meanwhile, remained virtually unchanged over the period (+1%).
On the distribution side, almost all channels showed strong growth, starting with the "other" channel (+15%), multi-specialists (+11%), and toy and game specialists (+10%), which were already performing well last year. Hypermarkets (+3%) also posted positive results, while supermarkets held steady.
Supercategories
- Construction gamesFrom the very beginning of the year, standard construction sets (+42%) have been both the most dynamic category (+42%) and the largest contributor to market growth (+€12 million), accounting for more than two-thirds of market gains. Following last year's trend, standard construction sets (+43%) continued their meteoric rise. However, junior construction sets (+9%) also performed well at the start of the year. LEGO Speed Champions led the pack thanks to its Formula 1 license, followed by LEGO Technic. LEGO Botany, now well-established, also confirmed its success.
- Creative hobbiesThe second most dynamic category in January (+16%) contributed to the market's strong start. Creative hobby kits (+21%) accounted for a large part of the growth thanks to the relaunch of the Crayola brand, strongly supported by the Hello Kitty & Friends license, and the Clementoni Idea range. Model kits and modeling supplies (+77%), driven by the success of Book Nooks, as well as painting kits (+10%) through the CreArt and Pour Palz paint-by-number ranges, and sculpting kits and supplies (+15%) also made significant contributions.
- Exploration games and other toys have completed the trio of categories with double-digit growth. With a 13% increase, the category started 2026 off on a high note thanks to miscellaneous toys (+41%), notably the Clickeez range, figurine sets (+8%) with Playmobil City Action, and non-strategic collectible stickers and cards (+21%) via the Stranger Things and Brawl Stars properties, the Adrenalyn brand via the World Soccer license, or Hello Kitty and her friends.
Category weight in value (%), January 2026
The properties
- Pokémon (No. 1) It showed a decline compared to last January due to a particularly strong historical impact in 2025 linked to the strong start of the previous collection, but returned to growth in the fourth week of January. Are we expecting more strong growth this year?
- Lilo & Stitch (No. 8) remains positioned in the Top 10, but will the performances of previous years be maintained in 2026?
- Formula 1 (No. 9) continued its exceptional growth through the LEGO Technic and LEGO Speed Champions ranges.
The Top 10 Properties(*), January 2026
The products
- The Top 10 best-selling products represented 5.3% of the total market turnover in January, or €10.2 million.
- Pokémon Mega Evolution Ascended Heroes Tech Sticker Collection asst (#1) was the first Pokémon product among the five still present in the January best-sellers ranking.
- One Piece Carrying On His Will Booster Pack (#6) was the first reference in the One Piece strategic card range to appear in the Top 10 best-selling cards.
- The cherry blossom trees from the LEGO Art range (No. 8) were the only LEGO product in the Top 10 this month. It is also the product with the highest average price (> €110).
