Finding the toy that will please a child without spending three hours comparing dozens of sites is the challenge for every connected parent. The French market for toys and games online is experiencing particularly strong dynamics: according to Circana, the sector’s revenue grew by 7.1% in 2025.
Sales further increased by about 8.5% in value in the first half of 2026, which changes the game regarding which platforms to prioritize and the pitfalls to avoid.
Trending toys online: the kidult phenomenon changes the game
Have you noticed that online toy aisles are increasingly offering high-end figurines, complex building sets, and blind boxes? It’s no coincidence. Adults buying toys for themselves (the so-called “kidult” segment) are driving sales up.
In concrete terms, this means that the most dynamic online shops are no longer targeting just 3-12 year-olds. Collectible cards (with Pokémon remaining a major driver), licensed figurines, and constructions for teenagers and adults are taking up a growing space in catalogs. When you search for a trendy toy for a child, you may come across references that are not intended for them.
The useful reflex: filter by age as soon as you arrive on a site. Specialized retailers like Oxybul or King Jouet offer effective age range filters. On general marketplaces, these filters exist but sometimes mix adult references in the children’s results. Some lifestyle shops, like playboystore.fr, also offer gift and accessory universes that can complement a trend-oriented search.
Wooden toys, creative hobbies, and licenses: three categories to watch
Rather than listing twenty categories, let’s focus on the three families of toys that dominate online searches this year.
Wooden toys and sustainable toys
Brands like Janod or Vilac continue to gain ground online. Wooden toys have a dual appeal: they reassure parents about the quality of materials and resell well second-hand. Specialized shops (La Poule à Pois, Le Petit Souk) offer curated selections, often with limited stock.
Checking availability before ordering remains a reflex to adopt. Small wooden series sell out quickly, especially as the holidays approach.
Creative kits and hands-on activities
Air-dry clay, molding kits, magic water coloring: hands-on activities are renewed each season. This segment performs well online because parents are looking for new items that physical stores do not always carry. Creative kits also represent a safe bet as gifts, with a generally accessible budget.
Licenses and collectible collections
Pokémon, new licensed LEGO ranges, Labubu (those small blind box figurines from Asia): toys linked to a license or a collectible universe generate massive traffic. Blind boxes create a scarcity effect that drives prices up on certain resale platforms. Buying directly from an authorized reseller’s site remains the best way to pay the right price.
Safety of toys purchased online: what changes with European regulation
One point that most online buying guides overlook concerns regulation. The new European Toy Safety Regulation, adopted to replace the 2009 directive, introduces strengthened requirements. Among them: a digital product passport that will allow tracking of every toy sold in the EU.
For online purchases, this has a direct consequence. The GPSR (General Product Safety Regulation), applicable since 2024, requires online sellers to clearly display compliance information. If a product sheet does not mention CE marking or the contact details of the manufacturer or importer, it’s a warning signal.
Here are the checks to make before finalizing a cart:
- The product sheet displays the CE marking and the name of the responsible European manufacturer or importer.
- The seller provides a contact address within the European Union, not just a generic form.
- Customer reviews mention receiving a product that matches the description, with no suspicious chemical smell or poorly attached parts.
These reflexes are particularly useful on marketplaces where European sellers and non-EU shippers coexist.
Specialized shops or marketplaces: where to search depending on the type of toy
The reflex to search everything on a single platform wastes time. Each type of toy has its appropriate purchasing channel.
- For wooden toys and designer brands (Djeco, Moulin Roty, Janod), specialized online shops offer better age sorting, detailed product sheets, and updated stock.
- For popular licenses and high-turnover new items (LEGO, Pokémon, Playmobil), retailers like King Jouet or the brands’ own sites guarantee the retail price and compliance.
- For niche toys or limited collections, independent shops and specialized pre-order sites remain the most reliable channel, provided you check the announced delivery times.
Comparing shipping costs often changes the final ranking between two sites. A toy listed cheaper on a marketplace may end up being more expensive once shipping fees are added, especially for bulky items or shipments from abroad.
The online toy market is evolving rapidly, driven by segments like kidults and blind boxes that didn’t exist five years ago. Keeping an eye on regulatory compliance and prioritizing shops with transparent product sheets remains the best way to buy with peace of mind, regardless of the current trend.
