Energy, food, fuel… And now the toy.
Inflation spares no sector.
Including our future Christmas shopping.
Dolls and other small cars or figurines that children will find under the tree on the morning of December 25 will cost more this year, on average by 6%, according to figures from the NPD Group institute.
What impact the budget of families, already subjected to severe hardships.
“That may seem like a lot.
But if we take into account the inflation of consumer products, which is 9% in September, that of the toy is ultimately rather moderate", specifies Philippe Gueydon, president of the Federation of shops specializing in toys and children's products and CEO of the King Toy brand.
“There is a very clear effort by distributors and manufacturers to contain the increase, also underlines Frédérique Tutt, toy expert at NPD Group.
France is also the country in Europe where inflation of toys remains the most limited, for example compared to its German (+ 6.6%) or British (+ 6.8%) neighbors.
+ 30% for large stuffed animals
Concretely, while the average price of a toy at Christmas is 30 euros, families will therefore have to spend 1.80 euros more per package.
"It's not nothing but for a one-time purchase, it remains rather affordable", points out Philippe Gueydon.
Especially since this is an average and the prices vary from one brand to another.
Michel-Édouard Leclerc has already announced that he was not going to "reflect everything" in his stores.
For its part, the specialized brand JouéClub, after a study carried out on its Christmas catalog, communicates on an inflation lower than that of the market.
“We offer 2,100 toys and games, of which 1,100 were present last year.
The 2022-2021 price comparison shows inflation of 3.6%, ”says Franck Mathais, the spokesperson for the brand.
From one toy to another too, the increase is not the same.
“It is rather the products that come from Asia – and there are many of them – that are suffering the greatest price increases.
Due to the cost of transport with the price of containers which remains high even if we are not at the same level as last year, but also because of the euro/dollar parity which plays against imports", explains Philippe Gueydon which also warns of the explosion in the cost of raw materials, electronic components and of course energy.
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In detail, stuffed animals over one meter – therefore very bulky to transport – see their prices skyrocket.
“We are on + 30%”, sighs the CEO of King Toy.
Games with electronic components - the first ages in particular - also have double-digit inflation.
On the other hand, the price of Barbie dolls is rather stable, while toys made in Europe – and therefore in France – will be de facto less affected because they are not affected by the problem of the euro/dollar parity.
"On Lego, for example (a good part of which is manufactured in Europe), we are
on 4%", announces Philippe Gueydon.
An optimistic sector
Despite this inflationary context, the sector, which plays 50% of its turnover during the holiday season, wants to be optimistic.
"This year, the French will have to make decisions in view of the economic constraints, but they will endeavor to protect the Christmas spirit", predicts Frédérique Tutt who speaks of a "resilient" market, as in 2020 and 2021 .
So far, the numbers prove him right.
In mid-September, the market was stable, with a turnover of -0.8% compared to 2021, still an exceptional year due to the health crisis.
“But we are on + 5% compared to 2019. This shows the good health of the sector”, she continues.
And if, since the beginning of the year, consumers have sacrificed toys for less than 10 euros, "in other words, impulse purchases and other
at the supermarket checkout to please", she smiles, they continued to buy as many toys over 10 euros as last year.
A good omen then.