A toy market that grew in volume, not price, in its strongest year in decades. Covers categories, retail structure, access requirements and a directory of French importers and distributors.
The French toy and games market reached around EUR 4.7 billion in 2025, up 7.1% in value and 7% in volume according to Circana — the strongest annual growth recorded in France since 2000, ahead of the United Kingdom (+6.1%) and Germany (+3.2%). A commercially important fact: this growth did not come from prices. The average price remained stable, at around EUR 18 over the year and EUR 21 during the Christmas period. Volumes, therefore, are what grew.
The momentum is concentrated in a few categories: strategic collectible cards (around +78%, led by Pokémon), construction (+32 to +35%, driven by LEGO), audio story players (+63%), card games (+16%) and traditional plush (+11%). Collecting, across categories, grew by around 45% and now accounts for nearly 13% of market value, while licences weigh around 30%. Distribution remains concentrated without being closed, with the toy specialist accounting for 37 to 44% of sales. This study is aimed at manufacturers and brand owners established outside France and includes a directory of French toy importers and distributors.
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