King Jouet is growing faster than the market thanks to the rise of “kidults”: adults who buy toys for themselves already account for 21% of total sales in Belgium. So far this year, the chain has grown by 9%.
Toys for adults
King Jouet Belgium is ending 2025 with a clear acceleration: the toy chain grew by 9% until the end of November, slightly more than the total Belgian toy market, while its market share rose by 0.2 percentage points. Popular construction sets and Pokémon cards are driving growth, but above all, adults are the growth engine.
