Confined, the French are rushing for board games
Monopoly, good pay, Scrabble... Since the beginning of confinement in mid-March, sales of board games have exploded in France. In the first week that the French were forced to stay at home, and schools closed (March 16-22), they grew by 83% compared to the same period last year, according to the NPD Group. The jigsaw puzzles have soared, up by …. 122%!
In a sector where innovation remains strong, with nearly a thousand new games each year, it is the firm values that prevail. Hasbro's monopoly, which celebrates its 85th birthday, takes the first step of the podium, followed by Mattel's good pay and Scrabble. Then comes the Uno or the Trivial pursuit, while Ravensburger places three of his puzzles, between 500 and 1,500 pieces each, in the top 10. Children are not the only buyers, so are adults.
Premium for the great classics
"in this uncertain period, the French opt for the great classics, which have proved their worth for generations. These games will make it possible to occupy and unite the whole family, "says Frédérique Tutt, global expert on the toy market at the NPD Group. France is already the country with the highest sales of board games and puzzles in Europe. In 2019, they grew by 10% to €578 million, according to NDP. This segment is the largest segment in the market (16% by value), ahead of dolls and construction games.
With the pandemic, they return to a central place in the homes. A way to get back together, and to ease the tension. But not only. "right now, these games are the best way to get children out of front of the screens," says Franck Mathais, spokesperson for JouéClub. The success of the puzzles is explained by "the need to have a project over time, when there is little visibility at the end of containment," says the specialist. It is a recurring activity, which gives a goal, and a lot of satisfaction when it is achieved. "
Online sales
If all toy stores are closed, online shopping is possible. Last year, the overall Internet accounted for 27% of sales. While Amazon has reduced its activity to the priority sectors, it is still possible to order. Sign sites such as JouéClub or King Toy are also available. Like some manufacturers. You just have to arm yourself with patience. Because deliveries now only go through the post office, whose activity has been reduced. This is a cause for concern today.
On the website of Schleich, the figurine manufacturer, the hot line is full of questions: before ordering, Internet users want to make sure that they will be able to receive their parcel. Since the confinement, e-commerce sales of the world's number one figurines have increased by a factor of 3 in France. Featuring farm animals. The German group has put educational content online, in order to create small stories. It's also a way to reunite young and old.
The activity could be back on the Web in the next few days. Easter is the other highlight of the toy market after Christmas. "after 3 weeks of monopoly games, people will want to renew," says Franck Mathais. Let us also not forget that every day birthdays are celebrated. You have to be proactive to make sure you get the presents on time. This is important, because it also creates joy at their reception. "
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