Musée du jouet

What Musée du jouet does

Musée du Jouet is a physical toy museum located in Moirans-en-Montagne, in the Jura Mountains of France, a region recognized for toy fabrication since the Middle Ages. Founded in 1989 and operating under the Musée de France designation, the museum is administered by Terre d'Emeraude Communauté, a local government entity, and employs approximately 10 people. It houses a curated collection of 2,000 toys and games spanning 4,000 years and covering every country and era, organized into themed displays, supplemented by regularly rotating temporary exhibitions and interactive workshops during school holiday periods.

The museum monetizes primarily through direct, on-site ticket sales with tiered pricing (adults €11, children €9, family pack €31, reduced rates for students/seniors, children under 6 free), plus annual subscription cards (€24 adult, €8 Ambassador TEC), birthday-party packages (€11 per child), and on-site retail through a museum shop. A virtual tour is offered online for remote exploration. Its primary customer segments are families with children seeking intergenerational and educational outings, school groups on curriculum-aligned field trips, and toy enthusiasts/collectors. The go-to-market motion is event-driven, with marketing conducted through the museum's website, email newsletter, and partnerships with regional tourism organizations (Terre d'Emeraude Communauté, Montagnes du Jura).

There is no proprietary technology platform, no app, no AI/ML capability, and no API or SDK offering. The business model is that of a small, publicly-affiliated cultural nonprofit dependent on tourism foot traffic in a rural region; no revenue figures are disclosed, no funding rounds or M&A activity are recorded, and the management team is not publicly detailed. Strategic activity is limited to rotating exhibitions (e.g., 'Building games: from the cube to the pixel' running April 2026 to January 2027; the 'Toy culture vision' photography exhibition by Bespincloud from February 2026) and seasonal programming aligned with French school holidays.

Name

Musée du jouet

Legal name

Musée du Jouet

Website

https://musee-du-jouet.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

The Musée du Jouet is a publicly-administered toy museum in Moirans-en-Montagne, France, housing 2,000 toys across 4,000 years of history. It serves families, school groups, and toy enthusiasts via ticketed visits, rotating exhibitions, workshops, and a small retail shop.

Ownership category

akta.pro rank

Product category

Children's Museums & Cultural Attractions

NAICS

Museums (71211), Museums, Historical Sites, and Similar Institutions (712)

SIC

Services-Amusement & Recreation Services (7900), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Children’s Museums (THAJADAE)

akta.pro secondary industry

Museum, Zoo & Attraction Gift Shops (CRALAJAG)

Keywords

• Toy museum exhibits
• Cultural heritage museum
• Family educational visits
• Interactive museum workshops
• Museum gift shop

Headquarters

HQ city

Moirans-en-Montagne

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Admission fees: Direct ticket sales for museum entry, with tiered pricing for adults, children, families, and reduced rates for students/seniors. Also includes workshop visits and temporary exhibition-only tickets.
2. Annual memberships: Annual subscription cards (24€ for adults, 8€ for Ambassador TEC card) providing unlimited access for recurring visitors.
3. Museum shop: On-site retail shop selling toys and related merchandise to visitors.
4. Birthday parties and special events: Paid birthday party packages at 11€ per child for private museum celebrations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Musée du Jouet operates a physical toy museum in Moirans-en-Montagne, France, displaying 2,000 toys and games spanning 4,000 years of history across themed collections. It supplements permanent exhibits with rotating temporary exhibitions, school-holiday workshops, birthday party hosting, and an on-site retail shop, and also offers a virtual tour for remote visitors.

Product overview

The Toy Museum operates as a unified visitor destination offering physical admission to its permanent collection of 2,000+ toys spanning 4,000 years of play history, supplemented by rotating temporary exhibitions, virtual online tours, and hands-on workshops. The core Museum Visits product serves as the primary offering, while the Virtual Tour provides digital access, and Workshops/Activities add interactive programming. The Shop offers retail merchandise, and Birthday at the Museum provides special event hosting. The museum is located in Moirans-en-Montagne, Jura, in a region known for toy fabrication since the Middle Ages.

Differentiator

Problem solved

Functional benefit

Products and services

• Museum Visits (general admission) Physical admission to explore the museum's permanent themed collections of 2,000 toys and games spanning 4,000 years of playful history, located in Moirans-en-Montagne, Jura. Targeted at families, school groups, and individual visitors seeking cultural and educational experiences.
• Virtual Tour Online virtual tour enabling remote visitors to explore the museum's collections and site overview from home, without physical attendance. Targeted at remote visitors, school preparatory research, and curious enthusiasts unable to travel.
• Workshops and Activities Interactive workshops, animations, and treasure hunts adapted to all ages during school holiday periods, led by the museum team. Targeted at families and school groups seeking educational and entertaining hands-on experiences.
• Birthday at the Museum Private birthday party package at €11 per child, allowing children to host celebrations at the museum venue with special activities and access. Targeted at parents organizing children's birthday events.
• The Shop On-site retail gift shop offering souvenirs, toys, and museum-related merchandise for purchase by visiting families and tourists.
• Temporary Exhibitions Rotating temporary exhibitions highlighting specific brands, themes, or games through the ages, often with interactive elements. Available as standalone tickets (€4) or bundled with museum admission. Targeted at repeat visitors, enthusiasts, and cultural tourists.
• Annual Membership Cards Annual subscription cards (€24 adult, €8 Ambassador TEC) providing unlimited access for recurring visitors. Targeted at local residents, frequent visitors, and supporters of the museum.

Quantifiable outcome

• Exhibitions change regularly with temporary events featuring brands, themes, or specific games

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Terre d'Emeraude CommunautéminorGTM or Marketing PartnerRegional community organization promoting tourism in the Jura region. Partnership appears in footer logo section indicating cross-promotional relationship for regional tourism marketing.
• Les montagnes du JuraminorGTM or Marketing PartnerOfficial tourism organization for the Montagnes du Jura region. Co-branded in footer indicating partnership for regional tourism promotion and visitor referrals.
• KIDYFRIENDSminorOthersPartner organization featured in footer logos, nature of partnership not specified in available content.
• MUSEE JOYEUXminorOthersPartner organization featured in footer logos, nature of partnership not specified in available content.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Strong National Museum of Play: One of the largest play-focused museums in the world (Rochester, NY). Directly comparable as a museum dedicated to toys and play history, with exhibitions, interactive programming, and family audiences.
• Young V&A (formerly Bethnal Green Museum of Childhood): The UK's national museum of childhood, with significant toy and play collections. Same category (toy/childhood museum), similar intergenerational audience, similar mix of permanent and temporary exhibitions, but at much larger scale.
• Speelgoedmuseum Deventer: Dutch toy museum with extensive historic toy collections and rotating exhibitions. Comparable offering, similar audience mix, and a parallel European toy-heritage institution.
• Le Petit Musée du Jouet (Colmar): A French toy museum also based in eastern France (Alsace), with a similar permanent collection of historic toys and games targeted at families and collectors. Comparable mission, audience, and revenue mix (admissions + shop) make it the closest direct peer.
• Deutsches Spielzeugmuseum Sonneberg: German national toy museum located in a historic toy-making town (Sonneberg, Thuringia). Highly comparable in origin story, collection scope, and geographic framing as a heritage toy destination in a traditional manufacturing region.

Broad incumbents

• Musée des Arts Décoratifs (Paris): Paris-based decorative arts and design museum with significant toy and design object collections. A broader incumbent in the museum category with toy-adjacent holdings and family programming.
• Cité des Enfants (Cité des Sciences et de l'Industrie): Major Parisian children's science and play institution with interactive workshops and exhibits. Not exclusively toys, but overlaps heavily on family/children programming and seasonal workshop offerings.

Regional players

• Musée du Jouet de Poissy: Another French toy museum (Île-de-France region). Same theme (toys/play heritage) and audience, but serves a different region and does not directly compete with the Jura site for footfall.

Others

• Cité du Vin (cultural tourism benchmark): Not a toy museum, but a useful comparable on the operational mechanics of a regional French cultural destination (single-site museum, tourism partnerships, ticketing, retail, exhibitions) — useful for benchmarking the destination business model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/mus%C3%A9e-du-jouet

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Musée du jouet