After JouéClub which revealed its 2024 results at the start of the week, it is the turn of King Cadeau to publish its results for last year. A positive 2024 vintage for the Isère toy manufacturer which announced an annual turnover of 416 million euros excluding taxes, up 4% compared to 2023. A good performance given the sluggishness of the market, in decline last year of -0.7% in value and -1.2% in volume according to panelist Circana.
1st brand specializing in toys and games
This same panelist attributes to King Toy a market share of 13.1% of games and toys turnover in France (+0.3 points in 2024), making it the leading toy specialist brand (JouéClub, with two brands – JouéClub and La Grande Récré – being the leading specialist group) .
Kingtoy has particularly succeeded in the online game: its digital activity grew by 9% last year while, over this same period, the overall activity of this channel, excluding marketplaces, fell by -6%. Sales at the brand's 380 stores increased by +4%. “These results demonstrate the solidity of King Cadeau's omnichannel model, which combines a broad product offering, high value-added services, numerous promotions, exclusives and a strong experiential dimension.“, expose Philippe Gueydongeneral manager of King Cadeau.
According to the brand's boss, these results are all the more remarkable given that the group has resolutely embarked on its eco-responsible transition, “with an increasingly large share of eco-responsible toys in our catalog (30% now), the development of second-hand products through our King'Okaz concept (30 stores in France) and our major national collections, and the launch of King'Répar with the sale of spare parts and self-repair assistance“, recalls Philippe Gueydon.
A virtuous movement that the lion brand intends to continue in 2025, always banking on its “paw” as a specialist in current trends (board games, kidults, etc.) and the fine selection of the assortment.
Discover the best-selling products at King Cadeau in 2024
- Top 3 sales, all products combined, in 2024
Skyjo (Blackrock Games)
The Concorde (Lego)
Pokémon box 4 boosters 12.5 Exc (Asmodee)
- Top 3 product categories in 2024
Board games and puzzles (17.5% of King Cadeau sales)
Early age and preschool (16%)
Construction games (15.5%)
- Top 3 best-selling French toys and games in 2024
Daffodil wooden portico (Soulet)
Nature house and summer kitchen (Smoby)
Eco-responsible Life Friends House Evo (Smoby)
Source : King Toy.
France
