{"id":4274,"date":"2022-12-19T17:40:00","date_gmt":"2022-12-19T16:40:00","guid":{"rendered":"https:\/\/altavia-group.com\/?post_type=news&p=4274"},"modified":"2025-03-16T17:42:50","modified_gmt":"2025-03-16T16:42:50","slug":"les-kidultes-nouvelles-cibles-du-marche-des-jouets","status":"publish","type":"news","link":"https:\/\/altavia-group.com\/fr\/news\/les-kidultes-nouvelles-cibles-du-marche-des-jouets\/","title":{"rendered":"Les kidultes : nouvelles cibles du march\u00e9 des jouets"},"content":{"rendered":"
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Les kidultes, volent la vedette aux enfants sur le march\u00e9 du jouet en France en cette p\u00e9riode de No\u00ebl.<\/p>\n

En 2022, la part d\u2019achats de jouets par des adultes pour eux-m\u00eames repr\u00e9sente pr\u00e8s de 30% du march\u00e9 global des jouets en France, soit environ 1 milliard d\u2019euros. Et cette part ne fait qu\u2019augmenter ann\u00e9e apr\u00e8s ann\u00e9e.<\/p>\n

Cependant, avec la crise \u00e9conomique, la tendance est \u00e0 se serrer la ceinture et les adultes envisagent donc plus largement d\u2019acheter des cadeaux \u00ab utiles \u00bb.<\/p>\n

Alors les jouets pour adultes : une v\u00e9ritable opportunit\u00e9 pour le march\u00e9 ?<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Le p\u00e8re No\u00ebl au service des adultes <\/h2>\n
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Les jouets r\u00e9tro et les jeux de soci\u00e9t\u00e9 sont les stars des jeux des ados et des adultes.<\/p>\n

L\u2019argument marketing particuli\u00e8rement puissant chez les adultes est la nostalgie.<\/p>\n

L\u2019univers des jouets\/jeux, par nature reli\u00e9s \u00e0 l\u2019enfance, n\u2019\u00e9chappe donc pas \u00e0 la liste de no\u00ebl des kidultes, avec des figurines et jouets sous licence. D\u2019o\u00f9 les succ\u00e8s de Pok\u00e9mon, Star Wars, Harry Potter, et Marvel.<\/p>\n

Les objets de d\u00e9coration, \u00e9lectroniques ou luminaires \u00e0 l\u2019effigie de super-h\u00e9ros issus du cin\u00e9ma, des dessins anim\u00e9s, des mangas ou des jeux vid\u00e9o sont aussi tr\u00e8s pris\u00e9s par ces grands enfants.<\/p>\n

Ces objets sont souvent des jeux de dimension transgressive \u00e0 l\u2019image du c\u00e9l\u00e8bre jeu d\u2019ap\u00e9ro \u201cBlanc, Manger, Coco\u201d. Il est le plus vendu des cinq derni\u00e8res ann\u00e9es avec trois millions d\u2019exemplaires \u00e9coul\u00e9s.<\/p>\n

Dans la hotte du p\u00e8re No\u00ebl, nous retrouvons aussi les jeux de construction, port\u00e9s par le g\u00e9ant LEGO. Les plus gros consommateurs de ces jouets sont les 19-30 ans.<\/p>\n

La tendance est telle que la marque a d\u00e9velopp\u00e9 une campagne publicitaire 100% d\u00e9di\u00e9e \u00e0 nos Kidultes.<\/p>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n

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\n Une acc\u00e9l\u00e9ration fulgurante <\/h2>\n
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La crise sanitaire a \u00e9t\u00e9 un des facteurs d\u2019acc\u00e9l\u00e9ration majeure, c\u2019est l\u2019un des b\u00e9n\u00e9fices des confinements successifs qu\u2019a subi la France. Les Fran\u00e7ais se sont remis \u00e0 jouer, les adultes ont ressenti le besoin de s\u2019amuser depuis chez eux.<\/p>\n

De plus, la baisse de la natalit\u00e9 a incit\u00e9 les fabricants \u00e0 chercher de nouveaux relais de croissance.<\/p>\n

Les kidultes sont une cible particuli\u00e8rement int\u00e9ressante parce qu\u2019elle fonctionne essentiellement \u00e0 l\u2019\u00e9motion, et a tendance \u00e0 l\u2019achat compulsif. Elle est, de ce fait, susceptible d\u2019investir des budgets cons\u00e9quents.<\/p>\n

Aujourd\u2019hui, on estime qu\u2019environ un jeu de soci\u00e9t\u00e9 sur six serait achet\u00e9 par des adultes pour des adultes.
\nNous sommes donc sur un march\u00e9 en pleine croissance !<\/p><\/blockquote>\n <\/div>\n \n <\/div>\n <\/div>\n <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Les kidultes : nouvelles cibles du march\u00e9 des jouets<\/p>\n","protected":false},"author":10,"featured_media":4275,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"color_menu":"","footer_color_background":"","featured_image_url":"","footnotes":""},"categories":[],"tags":[],"news-type-taxonomy":[187],"news-topic-taxonomy":[],"class_list":["post-4274","news","type-news","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nKidultes Cible Cl\u00e9 du March\u00e9 du Jouet - Altavia<\/title>\n<meta name=\"description\" content=\"Les adultes fans de jouets deviennent une cible strat\u00e9gique. 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