2023-12-09 20:45:00
News that will do good to the wallets of many French families. The price of toys has only increased by 2.8% since 2022. For comparison, in the previous year, the same sector experienced inflation of 6%. This is explainable “in particular because the cost of containers – many products come from Asia – has fallen significantly in one year”, explains Frédérique Tutt, analyst at Circana, to our colleagues at Parisian.
Some brands have even decided to cut into their margins to reduce prices. This is the case for JouéClub, which boasts an average drop of 4%. Some reductions are drastic: a giant ice cream truck from Play-Doh costs 20 euros less than the previous year, Paw Patrol’s clock radio five euros less than the previous year…
Its competitors like King Jouet or Smyths Toys have also adopted this aggressive strategy for the end-of-year holidays, with reduction offers such as “50% on the second purchase”, or even “70% on a selection of toys” .
Inflation and second hand as an adversary
Toy sellers, whether specialists or supermarkets, face two formidable adversaries which have pushed them to cut their prices: inflation, first of all. Households are prioritizing their purchases with the general rise in prices. The toy becomes secondary, and the sector has seen a 7% drop in sales since the start of the year.
Households have also turned to second hand goods. “This year, we expect double-digit growth” for this sector, says Frédérique Tutt. Cheaper, more ecological, the second-hand market is therefore taking up more and more space.
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