The toy market seeks to attract older children

This year, at Christmas, parents will also have their toy at the foot of the tree. Shield of Captain America, in metal, in real size, at Hasbro. USS Enterprise spaceship, from Star Trek, and A-Team van at Playmobil. Adidas sneakers, bouquets of flowers or bonsai to build at Lego. Lansay is even marketing, this year, two versions of its board game The Infernal Bottle, which is inspired by "dare or truth" entertainment. The yellow box for the over 8s, with cards like "What's the worst present you've ever received?" » or « Sing Brother Jacques while rapping ». And the black and purple box, reserved for those over 16, with “Have you ever sent a naughty photo to the wrong person?” or "Suck the left player's big toe".

Sales of games and toys for the over-12s – a target professionals call “kidults” – accounted for 30% of the market by value in France between January and September, or 524 million euros, according to the data. from the NPD Institute. “This is an increase of 54% compared to 2017, while, at the same time, the market for 0-11 year olds has remained stable, notes Frédérique Tutt, global toy expert at NPD. This movement, which accelerated during the Covid-19 period, is also welcome in the face of the phenomenon of falling birth rates. »

It's been almost ten years since adults entered this market, becoming passionate about new board games with very short games, such as Jungle Speed, where you also have to get rid of your cards as quickly as possible, and the Time's Up!, and its questions with subjects to be guessed. Building on this success, the manufacturers have perfected the concept, developing, in 2019, more violent games, intended for those over 18 years old.

Greater purchasing power

The phenomenon now extends to historical manufacturers of toys for children. "We have seen a 23% increase in sales in value of our products in the 'adult and over 12' range, between January and September, compared to the same period in 2020, explains Fernando Nasuti-Wood, marketing manager for France, Spain and Portugal at Lego. This, in an adult toy market which grew by 11%, and in a toy market as a whole which rose by 4%. »

Products for over 12s now represent between 20% and 25% of Lego company sales. In search of new means of relaxation due to the pandemic, this clientele has a stronger purchasing power to afford an R2-D2 robot at 199 euros or a remote-controlled Caterpillar bulldozer at 499 euros, at Lego.

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