Friday, July 4, 2025
King Jouet opens its first store exclusively dedicated to "Kidultes"
Action figures & accessoriesMini-figurines, mini-universes and collectablesGaming & Pop cultureOther licensed products and accessories (video games/textiles and accessories/tableware/leather goods/decorative items/goodies/etc.)Board games & PuzzlesPlaying and collecting cards for kids and kidultsGames > 18 years, ultra-spe and puzzleMood games for teens and adultsInvestigation and/or escape gamesKidults gamesExploration games & other toysImage/music and sound for kids/kidultsConstruction toysKidults construction games
The King Jouet brand , which had gradually introduced an offer dedicated to "kidultes", that is to say adolescents over 12 years old and young adults, via signage, catalogs, a space in its stores and on its website, will finally open King'Dultes in Marseille on July 25, its first store exclusively dedicated to this target.
This store of nearly 300m², initially open in a pop-up format until December 31st, will initially sell 1,300 references dedicated to kidults and will reach 1,700 references by the end of the year. Among the product categories offered by King Jouet that particularly appeal to these consumers are construction, notably Lego, which has a 14% market share, board games such as Monopoly Dungeons & Dragons from Hasbro, Skyjo from Blackrock Games or games from Asmodee, puzzles including 3D puzzles from Ferrari and Ravensburger, as well as figurines with, for example, Funko Pop Stitch, Harry Potter, Dragon Ball, Pokémon, Marvel and Pixar products, as well as the Vespa or Asterix range from Playmobil.
The kidult market currently represents 21% of King Jouet's sales in value in 2024, up +40% compared to 2023. The brand, which currently lists 1,900 products dedicated to this target, estimates that it will reach 30% of sales by the end of 2026.
Article written by Actu15-25