Thursday, July 10, 2025
Exclusive Barometer Specialist Stores Games & Toys Summer 2025
1st age & preschoolEditionElectronics & RoboticsAction figures & accessoriesCelebrations & BirthdaysGaming & Pop cultureJeux de sociétéBoard games & PuzzlesExploration games & other toysConstruction toysOutdoor & sports toysCreative hobbiesUrban mobilityStationery
Holidays, communication and favorites, the stores are taking the temperature!
Yoganoel, your digital web marketing agency specializing in the world of games and toys, has partnered with La Revue du Jouet to launch the 2nd edition of this Exclusive Barometer.
The goal? To measure the sentiment in toy stores as the summer holidays approach, and assess the impact of key periods such as Mother's Day and the May bank holidays.
An analysis tool to feed your marketing thoughts… and anticipate the start of the school year and Christmas now!
🌤️ May and June under the sign of attendance
The survey, conducted from June 23 to 30, 2025 among 21 stores (JouéClub, King Jouet, La Grande Récré, Jouets Sajou), reveals a dynamic period:
💬 “The May bank holidays were the driving force behind bringing families back to the shops.”
💬 “The offering isn’t very innovative, apart from LEGO and Legami.”
🏖️ Vacation departures, a period to be valued
✅ 71.4% of stores have set up a dedicated holiday area.
✅ Only 28.6% of stores have communicated on social networks about this.📢 “Photo-calls are very popular.”
But... professionals remain divided on the relevance of the current offer:
🎙️ “Some suppliers lack a real holiday plan.”
🎙️ “Still too few new summer releases.”
🛍️ Digital communication, a confirmed strategic lever!
📲Social media remains key to raising awareness of new products, engaging the local community, and promoting in-store events. 100% of the stores surveyed communicate on Facebook and Instagram.
💬 “We use Instagram and Facebook to share our events and let people know when we have new arrivals.”
👑 Top 3 favorite products of the summer:
1️⃣LEGO Botany (always boosted by Mother's Day)
2️⃣ Pokémon cards (popular range)
3️⃣ Stitch (success driven by current cinema news)
🔍 To remember:
✅ The months of May and June showed good momentum, but summer remains an under-exploited period.
✅ Retailers are expecting more initiatives from brands to promote holidays.
✅ Social networks play an increasingly central role in local strategy.