Lunii, Tonies, Merlin… The storytellers open a second chapter of their story

They have found a special place in children’s bedrooms. Non-existent barely ten years ago, story boxes – without a screen – have established themselves on Christmas lists as a “must” to offer. Since the arrival of the first storyteller, the Lunii Story Factory in 2016, more than 3.5 million copies have been purchased in France, all brands combined.

And if in recent years many actors have worked together to please children, some have appealed more to children and parents. “The market is tightening,” recognizes Marie Mérouze, the general director of Merlin, who relies on the Radio France catalog. In 2022-2023, competition was very strong but since then, certain initiatives have lost momentum. »