Monday, March 30, 2026
Exclusive Survey of Specialist Toy and Game Shops: 2025 Review
The “Price” Factor
After an encouraging autumn, it’s time for the final verdict.
Yoganoel, your digital marketing web agency specializing in the games & toys industry, has partnered with La Revue du Jouet to launch the 5th edition of the Exclusive Stores Barometer.
Yoganoel, your digital marketing web agency specializing in the games & toys industry, has partnered with La Revue du Jouet to launch the 5th edition of the Exclusive Stores Barometer.
🎯 Objective?
Measure the actual activity of retail stores during the November–December 2025 period, analyze purchasing behaviors, and identify the key drivers of the Christmas season.
Measure the actual activity of retail stores during the November–December 2025 period, analyze purchasing behaviors, and identify the key drivers of the Christmas season.
🔎 An analysis tool to help fuel your marketing thinking… and anticipate the key moments of 2026.
🎁 November & December: A Christmas season under pressure
November was significantly boosted by Black Friday.
December, on the other hand, proved more disappointing, marked by a strong concentration of purchases in the final days.
December, on the other hand, proved more disappointing, marked by a strong concentration of purchases in the final days.
💬 “A drop in store traffic after Black Friday… Many purchases were made at the last minute.”
💬 “A slight increase in store traffic in the final days, which did not offset the decline in the average basket.”
💬 “A slight increase in store traffic in the final days, which did not offset the decline in the average basket.”
📉 Christmas 2025 vs. Christmas 2024: A Mixed Season
Activity compared with 2024
Increase: 15.8%
Stable: 47.4%
Decrease: 36.8%
Increase: 15.8%
Stable: 47.4%
Decrease: 36.8%
An overall stable market, but under strong budget constraints, marked by more pronounced consumer trade-offs.
📦 Supplier offering for Christmas 2025
💬 “Some star products achieved strong sales: LEGO across all age groups, LeapMove, Toniebox… But availability was sometimes insufficient.”
💬 “Delivery times remain the major bottleneck for the industry.”
💬 “Delivery times remain the major bottleneck for the industry.”
⚠ Stock shortages reported on LEGO and certain board games.
💸 Purchase Criteria: The Winning Trio
Which criteria influenced purchases?
(Multiple answers possible)
(Multiple answers possible)
- Price: 63.2%
- Promotions: 57.9%
- Child’s wish list: 52.6%
- Retailer catalog: 36.8%
- TV advertising: 36.8%
- Social media: 31.6%
- Newness / novelty: 26.3%
- Salesperson recommendation: 26.3%
- Licensed products: 5.3%
- Availability: 1.6%
💬 “Customers are cautious and on the lookout for the slightest promotion…”
⏳ Last-minute purchases
Did consumers anticipate their purchases?
- Yes: 36.8%
- No: 63.2%
Despite early scouting, the majority of purchases remained concentrated at the end of the period.
🌱 Made in France & Second-hand: Is there demand?
French-made toys
- Yes: 15.4%
- No: 84.6%
Second-hand toys
- Yes: 15.8%
- No: 84.2%
💬 “CSR initiatives make sense… but demand remains limited.”
📲 Social media: an essential lever
Impact observed by stores: 94.7%
💬 “TikTok acts as an early warning system for trending toys.”
💬 “TikTok acts as an early warning system for trending toys.”
👑 Top Products & Brands for Christmas 2025
Products
- LeapMove (VTech)
- Game Boy LEGO
- Flip 7 (Blackrock Games)
- Toniebox 2 (Tonies)
Star Brand: LEGO
Licenses: Pokémon & Stitch
Licenses: Pokémon & Stitch
Positive surprise: Toniebox 2
🔎 Key Takeaways
✔ A season overall stable but under pressure
✔ Price and promotions at the heart of purchase decisions
✔ Very late purchases
✔ A major role for social media
✔ Strong expectations for 2026: Price, innovation, logistics, kidult offerings
✔ Price and promotions at the heart of purchase decisions
✔ Very late purchases
✔ A major role for social media
✔ Strong expectations for 2026: Price, innovation, logistics, kidult offerings
📘 Methodology
Online survey conducted with 21 specialty stores: 7 JouéClub, 7 King Jouet, 4 La Grande Récré, 3 Jouets Sajou. Two-thirds located in suburban areas, one-third in city centers. Rating scale: 1 to 10.
Online survey conducted with 21 specialty stores: 7 JouéClub, 7 King Jouet, 4 La Grande Récré, 3 Jouets Sajou. Two-thirds located in suburban areas, one-third in city centers. Rating scale: 1 to 10.
For this special edition of the Barometer, we are pleased to be supported by Falk Toys, a French-made toy manufacturer since 1947.