[In the picture] King Jouet opens experience store for “grown-up kids”

“King’Dultes” is the name of the unique store concept developed by King Jouet for adults with a passion for toys and games. The first store opened last Friday in Marseille.

Temporary store

Adults are a priority target group for French toy chain King Jouet: last year, young people and adults accounted for 21% of the retailer’s total turnover, and next year that figure is expected to rise to 30%. To reinforce this strategy, the company developed a specific store concept aimed exclusively at this growing target group.

The first branch of this concept, called “King’Dultes”, opened on 25 July in Marseille, initially as a pop-up store, until 31 December 2025. The name refers to “kidults”, a contraction of kid and adult, the common term for adults who love games and toys and therefore behave like grown-up children.

After-work activities

The nearly 300 m² store offers a wide range of products, including model kits, board games, 3D puzzles, manga, creative hobby items, Pokémon, Lorcana or One Piece cards, typical Japanese Kawaii figurines… In short, food for collectors, lovers of manga, games and construction games, or fans of cult figures.

They can also visit the store for fun and relaxation. Shoppers can try out the games at a large table. There is also a table football game and a relaxation corner with comfortable armchairs, where visitors can read manga, for example. Every Thursday from 6 p.m. to 8 p.m., the store organises after-work activities such as board game tournaments or races with remote-controlled cars.

King Jouet’s “regular” stores also offer a growing range of kidult products.