Tuesday, May 6, 2025
Second-hand games and toys in France: on track to sell 40 million units by 2025
Action figures & accessoriesBoard games & PuzzlesCreative hobbiesCuddly toys Dolls
The French second-hand games and toys market has reached a new milestone: €332 million generated in 2024, 35 million units sold, and momentum that should take it beyond €40 million in 2025.
Ever-stronger growth
In 2024, the second-hand games and toys market recorded an increase of:
- +23% in value (i.e. +52 million euros)
- +20% in volume (i.e. 35 million units sold, compared with 29.1 million in 2023)
- +3% in average price, now set at 9.5 euros
(Source: Circana SCS | France Barometer 2024)
Since 2021, growth has been steady:
- 2021: 21.5 million units / £169 million
- 2022: 24.8 million / £215 million
- 2023: 29.1 million / £270 million
- 2024: 34.9 million / £332 million
- 2025 (projection): 40.1 million units sold
A rapidly growing market share
In 2024, second-hand goods will account for 7.1% of the overall toy market in France, representing an increase of 1.2 points compared to 2023.
If this trend continues, the second-hand market could reach 10.5% by 2030.
Christmas, the main driver of the second-hand market
Second-hand games and toys are a big hit during the festive season:
- 59% of purchases are for Christmas (+2 points)
- 46% for birthdays
- 45% for impulse buys
(Source: Circana SCS | Q11)
The main beneficiaries are children:
- 45% of purchases are for a son or daughter (or son- or daughter-in-law)
- 29% are for a grandchild
- 19% are for a nephew or niece
- 26% of buyers also buy for themselves
Digital dominates distribution
Online shopping is driving this growth: +25% online sales, compared to +20% offline.
Digital now accounts for 14.7% of the online market share for second-hand games and toys, compared to 3.7% in physical stores.
The categories that are booming
Certain product families stand out:
- Soft toys: +37%
- Arts & crafts: +35%
- Figurines: +28%
- Dolls: +25%
- Educational games & puzzles: +23%
(Source: Circana SCS – value growth by category)
Increasingly committed consumption
Main motivations of buyers:
- 72% for economic reasons.
- 47% for environmental reasons (+4 points).
- 35% to find toys that are no longer sold new.
Among the new growth profiles, the ‘uninhibited’ — young, often childless, with modest incomes — represent 16% of buyers (+1 point).
What is still holding buyers back
Main obstacles to online shopping:
- 44% fear a defective product.
- 41% regret not being able to see the product.
- 38% doubt the quality.
In-store:
- 45% still find prices too high.
- 43% point to the lack of physical outlets.
In summary
📊In 2024:
- €332 million generated
- 35 million toys sold
- €9.5 average price
- 7.1% market share
🔮In 2025:
Target: 40.1 million units sold (Circana projection)
♻️ A market driven by price, environmental considerations and a new generation that is comfortable with second-hand goods
📌Source: Barometer of Second-Hand Games and Toys 2024, Circana & Ecomaison, March 2025.
Content provided by YOGA NOEL