After two difficult years, the market for scientific games in France experienced an upturn in 2015 with an increase of 7%. It owes its recent performance to its dynamic leader Clementoni who posted over the same period, a record increase of 28% in value, allowing it to reach 30% market share. This positive trend is confirmed in the beginning of the year since 2016 market posted strong growth of 10.3% over the first five months of the year . Although modest in size (about 19 million in 2015 according to NPD) market offers great opportunities … therefore we can adapt to its peculiarities.
On this market, the three major players that are Clementoni, Buki and Ravensburger represent 65% of sales in 2015 . Behind the 1 st pursuing advanced only 4% of market share, the 2 nd 1%. It seems clear that if these three companies make rain or shine in this segment, a multitude of players come to compete the rest of the cake, almost 6 million euros anyway. This reflects the important place of import in this segment.
In the market for science games, the classic offer remains highly sought. Indeed, microscopes and telescopes in particular are a safe bet in the market, still highly popular among parents and children. And it is easy to procure all sizes, prices and all the qualities as the offer is wide on this category.
We can also mention the dinosaur theme, favorite of our little darlings who are spoiled for choice once in the scientific radius of their store.
A predominantly classic offer … but that must be constantly renewed
But if we would just offer traditional products to consumers, the scientists games market would eventually falter.
Yet not make no mistake, the classic themes are still popular among consumers . Chemistry, botany, anatomy, geology, archeology electricity or well within the science favors and fans still represent a considerable share of the overall supply. But if it is possible to diversify a little bit within these themes, cool concepts and create new interest, still we end up turning around in circles.
But the market for science is a market for tenders. He ran out of steam if the offer does not renew enough but can rebound quickly when a revival appears on the shelf.
And the advantage of this market is to have two prescribers: the children of course, but also parents. These will indeed delighted to see their children spend time on a “smart” game that introduces them to the basics of science (and then some). As for the children, what could be more exciting than give life to Triops, causing a dramatic chemical reaction (in complete safety course), recreating a volcanic eruption or to unearth fossilized remains of T. rex? So there is two different targets in this market need to achieve seduce simultaneously with two different messages: education on one side, the other fun
Innovating to arouse the curiosity
But the recent very healthy market was mainly due to the appearance on the market of new previously unexplored segments: technology integration
Among the Top 15 of the best selling science products in 2015, only two products were genuine innovations: My Robot and Tabletto’scope Ravensburger Clementoni
The first, a robot assembly and programming to make it move, has risen on the second place of 2015 in just three months of sales! The second, a microscope coupled to a digital tablet, joined the Top 10 since its launch.
We must see here are the beginnings of a new trend. STEM
Behind this acronym hides perhaps future successful market themes: Science, Technology, Engineering, Mathematics. Came from the United States, this concept is spreading in many countries. The integration of these materials in a systematic way the curriculum is now regularly mentioned. Tomorrow our children will learn to code in primary school. What more natural for them that are born with a tablet in the hands?
Therefore safe bet that the Science market will develop rapidly in the coming years. And we can only advise parents to follow this evolution now if they want to watch their children play with ease in a game they themselves do not understand at all!
Clementoni France is a subsidiary of an Italian company established in France since 1997.
Leader in the scientific market, it is also a major player in the first age, educational games and puzzles in our territory.
The Italian headquarters is located in Italy, in the town of Recanati which it was born and where she still focuses today 80% of its production volume.
Gaylor Cornuault has over 10 years of experience in marketing and the world of toys. He joined the company as Clementoni Marketing & amp; Development in 2010