In August 2026, prices for games, toys, and hobbies were down 2.0% year-over-year, while overall consumer prices rose 2.4% (INSEE). The value of this department therefore hinges on new releases and licensed products—precisely the items for which a retailer has no sales history: demand that depends on a movie or TV series, and a suggested retail price that every competitor is free to undercut.
White paper
Licenses and New Products: Setting the Price of a Toy Without Sales History
This white paper proposes a method for setting the initial price of a toy with no sales history, adjusting that price during the first few weeks of sales, and responding to price undercutting without having to adjust the prices of the entire product line. The figures are verified and date from 2025 to 2026 (INSEE, Licensing International, CNC, European Commission, EUIPO, DGCCRF).
By downloading it, you will discover
- Why a film license and an original work aren't priced the same way
- How to Forecast Sales of a Product with No Sales History Based on Three to Five Weighted Comparables
- How to choose a starting price that can withstand forecasting errors, and why the initial price becomes the benchmark for the next 30 days
- What sales thresholds should trigger an increase, a decrease, or a special promotion within the first three weeks?
- How can you respond to a competitor who is slashing prices without automatically matching them, when 17.89% of the counterfeit goods seized at the EU's borders are toys?
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