Back to school 2021: Harry Potter schoolbag, kitten agenda, croc croc-croccrays… What supplies will be a hit?

It's psychological.But attacking the school year with new equipment, it puts in good conditions.The payment of the back -to -school allowance on August 17 sounded the start of the race for supplies in families who benefit from it.And for the others, the end of the holidays also signals the time of the inventory of equipment at home, before starting the shopping.

20 minutes went around the shelves with the specialists to analyze the fourtitures which will sell like hotcakes this return to school.

What's new in the leather goods department?

Usually, parents are decision -makers in purchasing supplies ... except for choosing the school bag and the kit.Suddenly, schoolchildren will be able to give their heart."This year, there were no major cinema outings at Pixar or Disney, so the licenses that still work are those that already existed, like Harry Potter. Les cartables et trousses à son effigie devraient encore bien se vendre », anticipe Isabelle Cussac, experte en marketing de l’enfant à l’institut Générations & Co.The more vintage models will not be outdone, "like the traditional satchels offered by Oberthur or Tann’s, because the trend is a return to simplicity, software, sweetness," she continues."The contents of the satchels being heavy, the parents are looking for bags with the back and the reinforced suspenders," said Yann Lagrue, Pôle Purchasing chief at Bureau Vallée.

Among teens, not really surprise: “The Eastpak backpack remains leader in its category but, if the black black model remains the referent, we see the growing attraction for flashy colors, which allow college students and high school studentsto stand out, ”continues Yann Lagrue.Another awaited success: kits with 2, 3 or 4 compartments, very practical to separate pens and felts, for example.

Which stars calendars?

"This is the most subject to stock breaks.Football and cinema outings inspire new models.The themes of surfing and travel that evoke escape also seduce a lot, "says Carole Beygly, consultant supplies at GFK."Gay colors and plant patterns work as well," observes Stéphanie Verrier, president of the association of stationery and office manufacturers (AIPB)."Certain licenses such as the sporty rooster, Fila, or Fornite are sold a lot.As well as the calendars with an animal (especially a kitten), because they echo the concern of the young generation towards animal protection, "adds Yann Lagrue."Without forgetting the models with quotes from Ben," adds Isabelle Cussac.

This return also marks a real turning point in the purchase intentions of ecological products: “Some brands have understood this and highlight their eco-responsible approach, like quo Vadis, which promotes a line of recycled paper agendas,With recyclable coverage and manufactured in France, ”underlines Stéphanie Verrier.

Notebooks that we risk seeing most often in lockers

No need to procrastinate: this start of the school year, the notebooks with a polypropylene (plasticized) blanket will tear out on the shelves."Already 3.3 million units were sold at the end of July ( +23 % compared to July 2020) when the cardboard notebooks are only at +2 %," says Carole Beygly.Certainly, these models of notebooks cost a little more expensive."But parents do not necessarily favor the cheapest products because they also seek robustness in order to avoid replacing the equipment during the year," continues Carole Carole Beyly."Les Cahiers Clairefontaine and Oxford are very appreciated.And even if the brand products are usually more expensive, the promotions of the start of the school year allow them to offer them, ”adds Yann Lagrue.

The pens that students will take the most

Being able to correct your copy quickly without leaving traces ... This is what the erasable rollerblad allows which has completely dethroned the pen in recent years.Even if its recharges are far from economical."The ranges extend to new colors, the mauve, the sky blue ...", notes Isabelle Cussac."Pilot remains leader in the thermosensitive market.Note at this start of the school year: the frixion ball is made from 50 % minimum recycled plastic and its packaging is designed from plastic and recycled cardboard.Which meets consumer expectations, ”explains Stéphanie Verrier.In the same ecological trend, the Ecolutions range of BIC offers products designed from at least 50 % recycled materials."Bulk fashion to avoid packaging has also extended to supplies.And more and more French people will buy their pens at retail in paper mills, ”says Yann Lagrue.

The 4-colored pen continues to hit the start of the school year: "The category is experiencing constant progression sales and represents a purchase of three-three-piece pen," says Carole Beyly.Regarding the highlights, there is new on the shelves like the MAPED mini-surligneurs to the design of animals."And there is a big trend for pastel colors.Because we need peaceful colors, less aggressive for the eyes, ”observes Isabelle Cussac.

At this start of the school year, sales of colored and felt -felt pencils should still fly.In July, according to GFK, they had already experienced an increase of 19 % compared to July 2020."No doubt the sales were brought by the renewed enthusiasm of children for the drawing during the confinements.And the brands that design markers and pencils allowing good Manage in Man for the little ones like Staedtler or Stabilo work well, ”explains Stéphanie Verrier."In recent years, the brands have extended their felt ranges by offering different dimensions at the forefront to adapt to the support force of children," notes Isabelle Cussac.

What's new in the radius of gums, pencil tail, rules and glues?

"On the gum side, advantage to simple products for two -color versus.Even if some licenses are attractive to consumers, ”observes Carole Beyly.Example with Harry Potter at Maped.And there too, the eco -responsible trend is felt: “Some gums are designed in natural rubber and cardboard packaging is privileged.And glues without solvents, based on natural elements, work well, "underlines Stéphanie Verrier.

The pencils with tanks have become the dominant model.With a touch of originality anyway: "The Croc Croc Maped Models in the shape of a rabbit are tearing themselves apart in children", notes Yann Lagrue.As for geometry equipment: "unbreakable models are always well positioned", notes Stéphanie Verrier.No more nervousness at the end of the 10th broken rule at the bottom of the bag.

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