How inclusivity and evolving consumer trends are now reshaping the industry
By Philippe Guinaudeau
France is full of surprises. While most people associate the country with fine wine, fashion, and the Eiffel Tower, its role in family entertainment is often overlooked. Did you know that France’s second-favorite theme park is not owned by a global giant like Disney? In 2024, Parc Astérix, a theme park inspired by a 1959 comic book hero, welcomed a record 2.84 million visitors. That’s a clear sign: homegrown brands still have a strong place in the hearts of French consumers, even alongside international heavyweights like Disneyland Paris.
A Market Overflowing with Brands, Yet Dominated by a Few
France’s licensing market is both vast and highly competitive. Children between 0 and 14 years old recognize at least 371 different entertainment brands. This represents a significant increase of 14.9% compared to the previous year. However, despite this wide range of choices, the market remains relatively concentrated. The top five brands alone account for 20.6% of all mentions. This suggests that while new players continue to enter the space, a few dominant names still capture the majority of attention.
The Shift Towards Inclusivity: A Market Opening Up to All
Inclusivity is becoming a key trend in the French licensing market. Today, 62.3% of the brands are recognized by both boys and girls, a percentage that has been steadily increasing in recent years. Meanwhile, gender-exclusive brands—those predominantly favored by either boys or girls—each account for around 18-19% of mentions. This shift towards more gender-neutral preferences presents a unique opportunity for brands looking to reach a broader audience without segmentation.
Philippe Guinaudeau, CEO of BrandTrends Group, commented on the evolving market: “The French licensing industry is at a turning point. With inclusivity on the rise and consumer preferences shifting, brands that understand these dynamics can position themselves for sustained success. The key is to embrace diversity and adapt strategies to meet the expectations of a rapidly changing audience.”
The Brands That Win the Hearts of the French
When it comes to the most popular brands, a clear hierarchy emerges. Disney reigns supreme as the most universally liked brand, with its appeal slightly stronger among girls. Its legacy in France is unmatched, driven by timeless classics, modern franchises, and the undeniable influence of Disneyland Paris.
For boys, action, gaming, and superheroes dominate. Marvel and Spider-Man continue to be top choices, fueled by blockbuster movies and extensive merchandise lines. Fortnite, a gaming phenomenon, captures attention with its immersive universe and ever-evolving content. Pokémon remains an enduring favorite, blending nostalgia with ongoing innovation.
Girls, on the other hand, gravitate towards character-driven storytelling and traditional toy brands. Barbie remains iconic, benefiting from constant reinvention and the success of the recent blockbuster movie. Frozen continues to enchant younger audiences, while Peppa Pig holds a strong presence among preschoolers. Interestingly, Netflix has emerged as a favorite, reflecting the rise of on-demand content and digital storytelling.
Some brands successfully bridge the gender divide. Nike, YouTube, Playmobil, and Harry Potter are universally recognized, appealing across demographics through sports, digital content, creative play, and rich narratives. However, achieving complete gender balance remains rare.
Unexpected gender splits also exist. Paw Patrol, often perceived as a neutral franchise, skews more toward boys. Meanwhile, Netflix enjoys stronger engagement among girls, possibly due to its diverse content offerings catering to their interests.
The Retail and Business Advantages of Inclusivity
The increasing inclusivity of brands presents a significant opportunity for manufacturers and retailers. As more brands successfully engage both boys and girls, they can maximize their presence on retail shelves. A gender-neutral brand benefits from broader placement opportunities, occupying more shelf space in toy stores, department stores, and online marketplaces. Retailers are more inclined to stock brands with universal appeal, as these drive higher sales and faster inventory turnover.
Additionally, brands that embrace inclusivity can achieve greater marketing efficiency. Instead of segmenting advertising by gender, they can create unified campaigns that appeal to a wider audience, optimizing marketing budgets and brand awareness. This approach leads to higher engagement across demographics, reinforcing brand loyalty and long-term growth.
Moreover, inclusive brands tend to generate stronger word-of-mouth marketing. Parents seeking gifts for children increasingly favor brands that appeal across genders, reducing purchasing complexity. This demand encourages retailers to highlight these products more prominently, offering strategic advantages in visibility and accessibility.
As inclusivity continues to rise, manufacturers who adapt their product designs, packaging, and storytelling to appeal to both boys and girls will find themselves in a strong competitive position. By aligning with consumer expectations and retail preferences, they can secure longer shelf life, stronger partnerships with retailers, and increased market penetration.
These trends highlight the evolving nature of brand preferences in France. As children’s exposure to global media increases, brands must continuously adapt to stay relevant and capture the hearts of young audiences.
Turning Market Insights into Business Success
France’s licensing market presents both challenges and opportunities for brands and marketers:
- A well-established but evolving landscape: While major brands still dominate, the increasing number of recognized brands suggests room for newcomers to make an impact.
- Inclusivity is a growing trend: Brands that embrace a gender-neutral approach can gain traction in this evolving market.
- Strategic positioning is key: Understanding the distinct preferences of boys and girls can help tailor marketing strategies and product offerings.
- Local brands can compete with global giants: Parc Astérix’s success proves that French consumers appreciate homegrown brands just as much as international icons.
For licensing professionals, the key to success lies in finding the right balance between broad appeal and targeted engagement. Whether you represent a well-known franchise or an emerging player, France offers a dynamic and promising playground for brand licensing.
