The puzzle, this transgenerational game, is experiencing a new lease of life.

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CATERS / SIPA

  • One year after the entry into force of the confinement, decreed on March 17, 2020 to fight against the Covid-19 epidemic,

    20 Minutes

    looks

     back on what has changed in the leisure activities of the French.

  • Among them, puzzles, whose sales increased by 26% in 2020 compared to 2019. A de-stressing activity, a diversion to screens and a way to do a family activity.

  • And this French passion is unlikely to die out in the coming months.

    Because it even gives rise to collections and purchases on the second-hand market.

"Have you found the corner?

".

"Did you finish the blue house?"

".

It was thought to be cheesy and boring, but the coronavirus crisis has imposed it again in the bedrooms of children ... and even adults.

The puzzle is enjoying a new lease of life.

“Sales increased 122% during the first week of containment, leading to stockouts.

This continued, since the market grew by 26% in 2020 compared to 2019. That is 10 million boxes sold, ”says Frédérique Tutt

,

global toy market expert at NPD.

The upward curve has not stopped since, as the market players can see.

Starting with the juggernaut of the sector, Ravensburger: "Our sales increased by 31% in 2020. And this comeback is not over, with an increase of 36% over the first two months of the year", informs Sandy Laugner, Puzzles Product Manager.

Same trend at Planet'Puzzles, an online sales site, which sells mainly to adults.

“In 2019, our turnover was 7 million euros.

In 2020, it rose to 11 million.

And since the start of the year, it has swelled by 70% compared to the same period in 2020, ”explains Eric Lathière-Lavergne, its founder.

Ditto for La Grande Récré: "Between 2019 and 2020, sales jumped 16%, and momentum continues at the start of the year: + 15% for adult puzzles and + 42% for those intended for children", relates Magali Bocciarelli, purchasing director.

The puzzle section of a La grande récré store.

- The great recess.

"It fills the brain with good enzymes"

A surge that can be explained by the coronavirus crisis: “The periods of confinement and curfews were a trigger.

As it was necessary to stay at home, families sought to diversify the activities and turned to the puzzle.

Especially since it is economical and offers hours of entertainment, ”emphasizes Frédérique Tutt.

It is true that there is something for all budgets, adds Magali Bocciarelli: “It takes 15 to 30 euros for a 2D puzzle for adults, 30 to 40 euros for a 3D puzzle and 7 to 15 euros for a children's puzzle, ”she adds.

The decrease in outdoor activities leading us to spend more time on screens, the puzzle has also appeared as an interesting derivative: “Since the start of the crisis, parents have bought them to make children disconnect from screens.

Especially since it improves their cognitive capacities, develops their concentration, their fine motor skills, their sense of observation and their logic ”, explains Magali Bocciarelli.

Far from being the prerogative of children, the game has won over new adepts among adults, as Eric Lathière-Lavergne observes: “Some have rediscovered the pleasure of assembling parts.

It's relaxing, it allows you to empty yourself, and you feel a sense of satisfaction when you finish assembling 1,000 pieces!

It fills the brain with good enzymes ”.

A well-being effect also observed by Frédérique Tutt: “During this period, adults need to relax.

When we do a puzzle, we focus on it and forget everything.

And it's a way to spend time with the family, because many tackle it together ”.

And if the core target remains the 35/55 year olds, it has become a little younger in recent times, notes Sandy Laugner.

: “25/30 year olds have rediscovered this activity and indulge in it with pleasure.

Especially since lifestyle influencers have published videos on the subject since the start of the crisis.

They now assume to be "puzzlers", because it is not at all old-fashioned ".

"The very kitsch patterns are torn apart"

And it is clear that the tastes of buyers are eclectic: "Very kitsch patterns are snapped up, like the images of cottages with their kindergarten, of children eating a pancake with their grandma or of a Gothic woman under the moonlight. »Laughs Eric Lathière-Lavergne.

But amateurs also flock to reproductions of paintings: "The works of Van Gogh, Monet, Klimt, Bruegel, Kandinsky work very well," he continues.

“The format that works best this year is 1,000 coins, because having more time, people wanted to challenge themselves more.

Models inspired by photos published on Instagram, urban panoramas or recalling the world of escape games are very popular, ”remarks Sandy Laugner.

“3D puzzles that depict monuments work great for adults, as well as those that depict landscapes or animals.

For children, those under licenses are very popular with children (Frozen, Pat Patrols, Miraculous and Harry Potter) ”, observes Magali Bocciarelli.

It remains to be seen whether once the French are vaccinated and the sunny days return, this hobby will remain in vogue.

Magali Bocciarelli believes in it: “After this rediscovery, many adults have redeemed themselves with puzzles and will want to do them”.

"Some collectors even buy several per month", abounds Eric Lathière-Lavergne, who has decided to produce his puzzles made in France from next September.

“This renewed love is a major trend.

Moreover, even the second-hand market has developed around this game. And 30% of the puzzles made are glued to be exhibited, ”enthuses Sandy Laugner.

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