Wednesday, September 17, 2025
Exclusive Barometer - Specialist Games & Toys Stores - Back to School 2025
1st age & preschoolExploration games & other toys
Yoganoel, your digital web marketing agency specializing in the world of games & toys, has partnered with La Revue du Jouet to launch the 3rd edition of this Exclusive Barometer.
🎯 Objective? To measure the on-the-ground perception of toy stores during the summer and analyze the specific promotion linked to the start of the school year.
🔍 An analysis tool to feed your marketing thinking… and anticipate the upcoming highlights until Christmas!
🌤️ July & August: A favorable season
The survey, conducted from August 18 to 25, 2025, among 21 stores (7 JouéClub, 7 King Jouet, 5 La Grande Récré, 3 Jouets Sajou), reveals a rather positive summer, notably thanks to LEGO, Pokémon and outdoor products.
Indicator assessed - Average score
Overall business activity - 7.4 / 10
Store traffic - 7.1 / 10
Current Manufacturers Offer - 6.3 / 10
Supplier Deliveries - 6.0 / 10
Demand for second-hand toys - 5.7 / 10
💬“Business activity was positive with an increase in sales of adult toys: LEGO, board games, etc. The return of the sun also helped to restart sales of outdoor games and toys.”
💬“Very significant flow of tourists, especially foreigners, of whom we have seen an increasing number this year.”
💬“Not enough supply from manufacturers over the summer period, nothing to really boost sales.”
💬“The speed of deliveries and the availability of products are very uneven depending on the suppliers.”
💬“Second-hand toys: No demand for this. It remains very anecdotal.”
📚 Back to school, a structured time in store
The vast majority of stores have highlighted a specific back-to-school offer:
94.1% have created a dedicated space,
64.7% installed decorations and entertainment,
52.9% communicated directly on their social networks.
📊 Back-to-school activity compared to 2024:
Down: 29.4%
Stable: 47%
Up: 23.5%
💬“More lively, with a lot of traffic in the store, many holidaymakers came to buy toys before the start of the school year, especially as gifts for the children for the occasion.”
📦 The supplier offer for the start of the school year
Back-to-school offer (quality/quantity) 6.0 / 10
🎙️“The licensed stationery offering is increasingly important and allows us to differentiate ourselves… The Legami range is very high quality, while we wait for the return of Diddl products.”
👑 Top 3 favorite products for the start of the school year
1️⃣ LeapMove (VTech) – “The new console is going to be a hit!”
2️⃣ The Legami range
3️⃣ Skyjo (Blackrock Games)
🔍 To remember:
✅ A summer deemed favorable with activity rated 7.4/10 and attendance at 7.1/10.
✅ Room for improvement on the supplier side: Supply (6.3/10) and deliveries (6.0/10).
✅ A structured return to school: 94% dedicated spaces and 52.9% digital communication.
✅ A top 3 favorite dominated by LeapMove, Legami and Skyjo.
📬 Next appointment?
The special "Christmas" barometer, to be published at the end of November!
For this new edition of the Barometer, we are pleased to be accompanied by Jouga, a specialist in premium second-hand toys for professional shelves.