Toy market growth despite fewer young people

Despite declining birth rates and a shrinking young population, the toy market has grown significantly, reaching a historic increase of +7.1% in 2025. This growth is largely driven by adults purchasing toys for themselves.

Adults are key buyers in the toy market

One in every four toys is bought by an adult for personal use. This trend has given rise to the term "kidulte," a blend of "kid" and "adult," referring to people aged 12 and older who enjoy toys and games.

Retailers adapt to the kidulte trend

Toy retailers are responding to this trend by creating dedicated spaces for kidults. King Jouet, a pioneer in this area, launched specialized stores called "King'Dultes" as early as July 2025.

JouéClub introduces "Le District"

JouéClub is now fully embracing the kidulte market with the launch of "Le District," a dedicated space for kidults. Starting October 21, these areas will be located at the entrance of stores and will cover 50m² each.

Design and product categories of "Le District"

Each "Le District" space will feature 900 product references across five categories: kawaï, manga, gaming, heroes, and TCG (trading card games). The design will be distinct, with neon lights, a unique logo, and contrasting colors.

Expansion plan for "Le District"

JouéClub plans to gradually expand "Le District" across its stores. Starting with a few in October, the retailer aims to have about fifty by December, with the goal of having 100% of its 220+ stores equipped by the end of the year.

Rationale behind product categories

The selection of product categories in "Le District" reflects the diverse communities that frequent specialized stores. These include fans of collectible cards, manga, and gaming, who often belong to multiple communities.

Growing trend of specialized stores

The rise of specialized stores such as the Fuji Store in Paris highlights the increasing demand for niche markets. JouéClub aims to bring together these communities under one roof in its new dedicated spaces.