Toys are no longer just for children.
As proof, JouéClub will launch on December 1st a catalog dedicated to adolescents and adults.
Information revealed by BFMTV, and confirmed in
Figaro
.
With this decision, the chain of stores wishes to take advantage of the growth of this very specific segment.
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Adult and teenage customers now represent 20% of sales on the toy market, says JouéClub, which insists on the growing enthusiasm of these audiences.
“
This year, growth in this category of customers is three times greater than that of children,
” reports the French cooperative.
At the top of this catalog, the first of its kind at JouéClub, will feature board games (such as Codenames or Blanc-manger Coco) and toys "
for fans or collectors
", one explains.
Pokémon, Harry Potter, Star Wars or Dragon Ball products will be prominently featured.
With for example objects such as large figurines, chess boards or Bluetooth headphones.
"A dimension of nostalgia"
Behind this growing attraction of adults for the toys of these successful sagas or franchises, we find "
a dimension of nostalgia
", we analyze at JouéClub.
"
We want to extend our childhood memories with the heroes of that time
", comments Franck Mathais, spokesperson for the brand, who adds that video games have also "
uninhibited many adults
".
Among JouéClub's competitors, we also explain investing in this market for games and toys for adults.
For example, King Jouet, which saw its sales of adult games jump by 37% between 2019 and 2021, indicates "to
offer exclusives in this segment, such as the Porsche Lego Creator
".
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Like the signs, the toy manufacturers have also felt the right lode.
Playmobil, for example, took the turn towards an older audience in 2016, by launching a Porsche range.
Since then, the German brand has opened up to Ghostbusters, Scooby-Doo, Back to the Future and Star Trek licenses.
One way to remind adults "
of characters or series that they liked
", explains the famous company.
For this Christmas 2021, it has further expanded its collections with small characters and vehicles in the colors of James Bond and the All Risks Agency.