Monday, June 8, 2026
Exclusive Barometer of Specialist Games & Toys Stores Easter 2026
New features, availability, social media: The winning trio
After an encouraging start to the year, it's time to analyze the first major event of 2026.
Yoganoel, your digital web marketing agency specializing in the world of games & toys, has
associated with La Revue du Jouet to analyze the on-the-ground reality of the Easter 2026 period
through a new edition of the Exclusive Stores Barometer.
🎯 Objective? To measure the actual activity of points of sale during the period March–April 2026,
analyze purchasing behaviors and identify the key drivers of this peak period.
🔎 An analytical tool to fuel your marketing thinking… and anticipate what's coming next
strengths of the year 2026.
March & April: A favorable dynamic
The Easter period of 2026 is part of a generally positive dynamic, driven by a good start
of the year.
💬 "A catalog with great deals inside always makes it easier to develop a
Customer traffic during this period.
📉 Easter 2026 vs 2025: A positive trend
Activity compared to 2025
Up: 50.0%
Stable: 38.9%
Down: 11.1%
An overall positive dynamic, driven by strong business fundamentals
solids.
📦 Supplier offer for Easter 2026
Indicator assessed
Supplier deliveries 7.38 / 10
💬“The usual problems… incomplete deliveries, missed deadlines, reversed references…”
⚠ 39% of stores experienced stock shortages during the period.
💸 Buying criteria: A new winning trio
What criteria influenced the purchases?
(Multiple answers possible)
The new feature: 66.7%
Availability: 55.5%
Social media: 38.9%
The store's catalog: 33.3%
Seller's recommendation: 27.7%
The discount: 22.2%
The price: 16.7%
The license: 16.7%
Television advertising: 11.1%
The child's list: 5.6%
💬 "Novelty sells... provided the products are available."
👉 A major change: Price is no longer the primary driver of sales.
⏳ More fragmented purchasing behaviors
Evolution of the average basket
Up: 22.2%
Stable: 61.1%
Down: 16.7%
💬 "Up in March and down in April... with more small purchases."
👉 More frequent, but more measured purchases.
🌱 Made in France & Second-hand: Is there demand?
French games and toys, second-hand
Yes: 22.3% Yes: 5.6%
No: 77.7% No: 94.4%
👉 Demand is still marginal during this period.
📲 Social media, a proven lever
Here is the impact observed by the stores:
Social media in stores: 66.7%
Catalogue: 66.7%
In-store promotions: 61%
💬 "Social media is now emerging as a tool as powerful as a catalogue."
👑 Top Easter 2026 products & brands
Products
LEGO
Pokémon
One Piece cards
Flip 7
Mistletoe
Toniebox
Sylvanian
Legami pens
Licenses
Pokémon
One Piece
Mario
Strong trend
Kidulte
🔎 Key points to remember
✔ Positive momentum towards the start of 2026
✔ Novelty becomes the primary driver of sales
✔ More fragmented purchasing behaviors
✔ High demand for children
✔ Social networks on the same level as the catalog
✔ Easter remains an important commercial period, but less structuring than Christmas
📘 Methodology
Online survey conducted with 25 specialist stores from April 20th to 30th, 2026
8 JouéClub, 8 King Jouet, 5 La Grande Récré, 4 Jouets Sajou.
2/3 located on the outskirts – 1/3 in the city centre.
Rating scale from 1 to 10.
✍️ Article written by Yoganoel