Kidultes, games for adults, boost sales in 23 Belgian King Cadeau stores: “Growing popularity”

In order to remain competitive, the brand is focusing on several growth levers, including work to transform commercial spaces, product availability and the development of the Kidultes range (i.e. toys or fun activities intended for adults).

“The growing popularity of this segment is all the more visible this year, with sales growth of 4 to 12% compared to the previous year. This segment therefore represents approximately 12% of King Cadeau Belgium’s total sales, i.e. a figure higher than the initial objective of 9%”, indicates the lion’s head sign. In 2025, the company aims to reach 15% of its total sales under this category.

Besides this, Kingtoy is also strengthening its network of key suppliers.

“In the top 10 suppliers to the toy industry, Lego unsurprisingly remains at the top of the list thanks to its global reputation, the diversity of its ranges and its popular licenses (Disney, Harry Potter, Super Mario, etc.)” “, illustrates Pierre Chalmandrier. We also find Mattel, with its emblematic brands (Barbie, Hot Wheels and Fisher-Price), and Vtech, pioneer of electronic educational toys.

The Kingtoy brand, whose head office is located in Nivelles, has 23 stores spread across the country, employing a total of 150 employees.