Adult Playtime Awaits at King Toy's Sprawling Emporium, Encouraging Grown-Ups to Indulge in Childhood Delights!
Ready to embark on a magical toy-filled adventure, right smack in the heart of Paris? That's where King Jouet, the toy store with a twist, has opened its doors, welcoming not just your little mini-mes, but the big kids too - the ones amongst us aged 13 to 55. Here's what awaits you!
© KING JOUET Written by Camille Harel, head of large consumption/large distribution
Farewell to the boring, run-of-the-mill toy stores. Now, a life-sized Chewbacca greets you, alongside a mammoth Monopoly, a colossal Doctor Maboul, and even Barbie's over-sized dressing room. Welcome to the universe of King Jouet, a 1,000 m2 flagship store spanning two floors, smack dab in the middle of Paris, across from Saint-Lazare station. But don't get too comfortable, kids: grown-ups are now eligible for the royal treatment too!
With the new store opened in April, this family-owned chain from Voiron (Isère), just shy of a $500 million euro turnover in 2024 (+8.5%), has set its sights on a peculiar target: kidults, the big kids aged 13 to 55 who've never let go of their toys, and have no intention of doing so.
In a welcoming space called "King'dults, welcome to the big leagues," King Jouet is rolling out the red carpet for fans of LEGO Botanic, Harry Potter, Dragon Ball or Marvel figurines, 3D puzzles, or classic cars. All this in a one-of-a-kind shop-in-shop, designed as a shrine for the nostalgic and proud geeks among us.
So why the change? Simple: kids alone can't carry the store anymore. Birth rates are nosediving in France (-7.9% of births between June 2023 and June 2024, according to INSEE), prompting retailers to explore new avenues for growth. And kidults are game: "Kidults represent 21% of our turnover, we want to reach 30% by 2026," shares Philippe Gueydon, the chain's leader.
Things to Do at King Jouet for Kidults
"47% of 13-55 year-olds have already purchased a toy for themselves or received one as a gift," explains Noam Bouyakoub, King Jouet's product manager. Enough to encourage the company to ramp up its selection, now chock-full of 2,000 references, and duplicate the King'dults concept across all its stores. And the perks don't stop there. The chain is also gearing up for tailor-made activities: lightsaber workshops, makeup workshops for the young ones, but also board game nights or trading card fairs for the grown-ups. The message? Toys are fun for everyone! Even seniors aren't left out of the fun. King Jouet is already brainstorming toys to help stimulate the memories and intellect of the elderly, including those with dementia or Alzheimer's. There's no end to the playground, it seems!
The Top 5 Store in Paris!
And it looks like King Jouet's wager is already paying off! Though the chain didn't spill the beans on exact sales figures, they proudly announced that the store has already landed a spot in their top 5 best-performing locations, less than two weeks after opening.
The future's looking bright, as management is cooking up an unprecedented store format. The cat's out of the bag, though: within the next 3 to 4 years, a new generation will take charge of the soaring ship, led by Coralie Gueydon (Currently responsible for CSR) and Noam Bouyakoub (Director of the product pole). The seventh generation's all aboard, setting sail for even greater toys adventures!
Hop on the King Jouet bandwagon Around this article * Toy* consumption
P.S.: Want to know more about kidults? Check out this report from Global Toy Central, a go-to source for toy-related news, trends, and statistics.
- King Jouet, the unique toy store in Paris, has expanded its audience to include both children and 'kidults', individuals aged 13 to 55 who haven't let go of their childhood toys.
- The 1,000 m2 flagship store, with its life-sized characters and diverse toy collection, is not just a playground for kids but a shrine for the nostalgic 'geeks' among us.
- With the new focus on kidults, King Jouet aims to boost its sales, as they account for 21% of the store's turnover and hope to reach 30% by 2026.
- Beyond toys, King Jouet is also planning activities such as lightsaber workshops, board game nights, and even workshops for the elderly to stimulate their memories and intellect, positioning itself as a lifestyle destination for all age groups.
