This year, at Christmas, parents will also have their toy at the foot of the tree. Shield of Captain America, in metal, full size, at Hasbro. USS Enterprise spacecraft, from Star Trek, and the All Risks Agency van at Playmobil. Adidas sneakers, bouquets of flowers or bonsai trees to build at Lego. Lansay is even marketing two versions of his La Bouteille infernale board game this year, which is inspired by “truth or dare” entertainment. The yellow box for over 8s, with cards like “What’s the worst gift you’ve ever received?” “Or” Sing Brother Jacques while rapping ”. And the black and purple box, reserved for over 16s, with “Have you ever sent a naughty photo to the wrong person?” Or “Suck on the big toe of the player on the left”.
Sales of games and toys for those over 12 – a target that professionals call “kidults” – represented 30% of the market in value in France between January and September, or 524 million euros, according to the data. from the NPD institute. “This is an increase of 54% compared to 2017, while, at the same time, the 0-11 year old market has remained stable, notes Frédérique Tutt, global toy expert at NPD. This movement, which accelerated during the period of Covid-19, is also welcome in the face of the phenomenon of the decline in the birth rate. “
It’s been almost ten years since adults entered this market, getting excited about new board games with very short parts, like Jungle Speed, where you also have to get rid of your cards as quickly as possible, and Time’s Up !, and its questions with subjects to guess. Building on this success, manufacturers have perfected the concept, developing, in 2019, more violent games, intended for over 18s.
Stronger purchasing power
The phenomenon is now spreading to the historical manufacturers of toys intended for children. “We have seen a 23% increase in sales in value of our products in the range “adults and over 12 years old”, between January and September, compared to the same period of 2020, explains Fernando Nasuti-Wood, Marketing Manager for France, Spain and Portugal at Lego. This, in an adult toy market which is growing by 11%, and in a toy market as a whole which is growing by 4%. “
Products intended for over 12s now represent between 20% and 25% of the Lego company’s sales. In search of new means of relaxation due to the pandemic, this clientele has greater purchasing power to afford an R2-D2 robot at 199 euros or a remote-controlled Caterpillar bulldozer at 499 euros, at Lego.
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