PRG Retail Group – with a minority stake – is an industrial shareholder in the King Jouet Group, led by Gueydon family since 1875.

 
The leading specialist in the world of games and toys in France, with a market share of 13.1% in 2023, relies on a widespread distribution in the country with 332 points of sale and affiliates and the e-commerce site king-jouet.com. The shops are characterised by an innovative format, offering the widest selection of products, exclusive brands, promotions and a strong experiential dimension.
Its positioning is expressed in the brand promise: “Accompany parents, make children dream”. Thanks to its development strategy and inorganic growth, the King Jouet group is also a key player in the distribution of toys in Switzerland (17 shops and the e-commerce king-jouet.ch) and in Belgium (28 shops and the ecommerce king-jouet.be).

Building on a solid and long-standing partnership, guided by common goals and shared values, the two groups PRG and King Jouet have established TOKI LAB, a NewCo 55% owned by PRG Retail Group. The Joint Venture, considered a laboratory of innovation both in the assortments offered by the network of multi-banner stores of its shareholders (Toys Center, King Jouet and Toys R Us Iberia), as well as in relations with third parties, aims to to create value for all stakeholders of the toy world. Its goals also include the constant exchange of best practices between shareholders for the sake of continuous improvement of the customer journey.