The tricolor toy resists against the Chinese juggernaut. Gathered in Saint-Ouen, north of Paris, on the occasion of the third edition of the “Jouer français” trade show, this Tuesday, manufacturers and creators from France wanted to show their dynamism and resilience. In a difficult context, “France manages to maintain itself”, affirms, smiling, Jacques Ecoiffier, director of the company of the same name since 2015.
“Today, French distributors of games and toys no longer buy large quantities in China,” analyzes the businessman. This Tuesday, many French manufacturers and designers came to the show. Wooden games, figurines, stuffed animals, board games, storytellers or even educational games, dozens of professionals were present to showcase their tricolor know-how. The figures are reassuring: “French toys represent 14.9% of the turnover of the games and toys market in France since the beginning of the year. A great performance for the French who maintain their position!”, comments Lucie Dubois, toy specialist for the statistician Circana. This share remains substantially the same as in 2022 and slightly exceeds that of 2020, then established at 14.6%. Manufacturers and creators are particularly successful in board games and puzzles, outdoor games or even first-age toys, “which represent more than two thirds of French toy sales”.
But the blue-white-red players will still have to work harder to win against Chinese manufacturers, who still control more than 80% of the market. A major challenge, but one that the players intend to take up by multiplying innovations to attract customers. Ecoiffier, which designs and produces its references in France, has for example just launched a new “first age range”. For its part, the brand of storytellers Lunii will market in a few days “Flam'”, a walkman with story for children over seven years old.
Faced with low-cost Chinese products, the tricolor toy is not condemned to be more expensive, also hammer the actors. “100% French at low prices, it exists,” says Jacques Ecoiffier. A point of view shared by Jean-Thierry Winstel, founder of Bioviva – which manufactures board games on nature – launched in 1996. “We are straight in our boots and straight in our boxes. Of course, to sell at the same price as our foreign competitors, we have to rely on our margins.” But the formula is now paying off, with a turnover of six million euros last year and growth of 150% over five years.
Distributors of games and toys emphasize “made in France” in their stores. “There is significant potential on these tricolor brands, says Philippe Gueydon, CEO of Kingtoy, with real expectations from parents”. In his shops, “on-labels” thus surround French products to guide consumers, “even if it is often the children who choose” on the shelves, he admits. At Joué Club, the ambitions are similar, as explained by its CEO Jacques Beaudoz, who wishes to “succeed in engaging customers more strongly towards French products”.
If the JouéClub stores operate in a cooperative, each of them “can highlight games produced a few kilometers away”. This is the case, for example, of the shop located in Distré, in Maine-et-Loire, which promotes “Pioupiou soft toys
In addition to innovations and marketing, French brands also have the possibility of turning to distribution abroad. Last year, “50% of sales of French games and toys were exported,” notes Circana. The best market shares are thus “with our Belgian and Italian neighbours, even if the largest turnovers are recorded in the United States and England”. Present at the show, Business France notably encouraged groups to approach the government to benefit from aid and advice to promote internationally. Before exporting around the world, French manufacturers and designers will above all focus on the end-of-year celebrations, with a Christmas that promises to be radiant, according to all specialists in the sector.