{"id":137320,"date":"2025-12-11T10:56:37","date_gmt":"2025-12-11T09:56:37","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=137320"},"modified":"2025-12-11T10:56:39","modified_gmt":"2025-12-11T09:56:39","slug":"les-kidults-representent-deja-un-cinquieme-du-chiffre-daffaires-de-king-jouet","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/loisirs\/les-kidults-representent-deja-un-cinquieme-du-chiffre-daffaires-de-king-jouet\/","title":{"rendered":"Les \u00ab kidultes \u00bb repr\u00e9sentent d\u00e9j\u00e0 un cinqui\u00e8me du chiffre d’affaires de King Jouet"},"content":{"rendered":"\n

King Jouet<\/strong> conna\u00eet une croissance sup\u00e9rieure \u00e0 celle du march\u00e9 gr\u00e2ce \u00e0 l’essor des \u00ab kidultes \u00bb : les adultes qui ach\u00e8tent des jouets pour eux-m\u00eames repr\u00e9sentent d\u00e9j\u00e0 21 % du chiffre d’affaires total en Belgique. Cette ann\u00e9e, la cha\u00eene a enregistr\u00e9 une croissance de 9 % jusqu’\u00e0 pr\u00e9sent.<\/p>\n\n\n\n

Jouets pour adultes <\/h2>\n\n\n\n

King Jouet Belgique termine l’ann\u00e9e 2025 en forte acc\u00e9l\u00e9ration : jusqu’\u00e0 fin novembre, la cha\u00eene de magasins de jouets a enregistr\u00e9 une croissance de 9 %, soit l\u00e9g\u00e8rement plus que l’ensemble du march\u00e9 belge du jouet, tandis que sa part de march\u00e9 a augment\u00e9 de 0,2 point de pourcentage. Les kits de construction populaires et les cartes Pok\u00e9mon stimulent la croissance, mais ce sont surtout les adultes qui en sont le moteur.<\/p>\n\n\n\n

Alors que les \u00ab kidultes \u00bb repr\u00e9sentaient 11 % du chiffre d’affaires l’ann\u00e9e derni\u00e8re, ils en repr\u00e9sentent d\u00e9sormais 21 %. La cha\u00eene souhaite porter cette part \u00e0 25 % d’ici 2026. King Jouet \u00e0 Mons r\u00e9alise d\u00e9j\u00e0 30 % de son chiffre d’affaires aupr\u00e8s des adultes, King Jouet Shopping Nivelles 26 %.<\/p>\n\n\n\n

Des campagnes marketing cibl\u00e9es, telles que des catalogues sp\u00e9ciaux pour la f\u00eate des p\u00e8res et la p\u00e9riode de fin d’ann\u00e9e, \u00e9largissent la port\u00e9e, mais la cha\u00eene a \u00e9galement test\u00e9 cette ann\u00e9e trois soir\u00e9es sp\u00e9cialement destin\u00e9s aux adultes, \u00e0 Ch\u00e2telineau, Arlon et Froyennes. Le d\u00e9taillant \u00e9tendra ce concept \u00e0 chaque premier jeudi du mois l’ann\u00e9e prochaine, et \u00e9ventuellement \u00e0 d’autres magasins.<\/p>\n\n\n\n

Bien que le commerce \u00e9lectronique soit important, surtout maintenant que King Jouet livre des commandes en ligne directement depuis certains magasins, les magasins physiques restent des piliers essentiels de la vente, estime Samuel Landemaine, directeur g\u00e9n\u00e9ral de Belux. C’est pourquoi trois magasins ont d\u00e9m\u00e9nag\u00e9 cette ann\u00e9e vers des emplacements plus fr\u00e9quent\u00e9s, comme Quaregnon, qui se trouve d\u00e9sormais dans le parc commercial Hornu. King Jouet compte 23 magasins en Belgique et propose une gamme de 20 000 r\u00e9f\u00e9rences, dont 12 000 sont disponibles en ligne.<\/p>\n","protected":false},"excerpt":{"rendered":"

King Jouet conna\u00eet une croissance sup\u00e9rieure \u00e0 celle du march\u00e9 gr\u00e2ce \u00e0 l’essor des \u00ab kidults \u00bb : les adultes qui ach\u00e8tent des jouets pour eux-m\u00eames repr\u00e9sentent d\u00e9j\u00e0 21 % du chiffre d’affaires total en Belgique. Cette ann\u00e9e, la cha\u00eene a enregistr\u00e9 une croissance de 9 % \u00e0 ce jour.<\/p>\n","protected":false},"author":5,"featured_media":137321,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28,20],"tags":[],"people":[],"extra":[43],"company":[892],"topic":[266],"region":[226],"class_list":["post-137320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-loisirs","category-vrije-tijd","extra-plus","company-king-jouet","topic-resultats-financiers","region-belgique"],"acf":[],"yoast_head":"\nLes \u00ab kidultes \u00bb repr\u00e9sentent d\u00e9j\u00e0 un cinqui\u00e8me du chiffre d'affaires de King Jouet - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"King Jouet conna\u00eet une croissance sup\u00e9rieure \u00e0 celle du march\u00e9 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