Events - We Maje Days Summer Edition 2026: Summer Games Tour Expands Across France With a Bigger, More Immersive Family Gaming Experience

By Mulder, Paris, Le Loft, 10 june 2026

The first edition of We Maje Days Summer Edition 2026 was designed to showcase the major trends that will shape the toy, gaming, and family entertainment markets in the months ahead, and among the most ambitious projects presented during the event was undoubtedly the return of the Summer Games Tour. Introduced in 2025 and developed by Eno Events, the concept immediately found its audience by transforming public spaces into giant open-air playgrounds where families, vacationers, and gaming enthusiasts could discover the latest innovations from the toy and board game industries free of charge. During the presentation at We Maje Days, the Summer Games Tour stood out as one of the clearest examples of how brands are increasingly looking beyond traditional retail environments to meet consumers directly where they spend their leisure time. In a market where experiential marketing has become a key driver of engagement, the Summer Games Tour embodies a growing trend: creating memorable moments around play rather than simply presenting products.

According to information presented during We Maje Days Summer Edition 2026, the Summer Games Tour will return from July 15 through August 25, 2026, with an expanded route covering twelve destinations throughout France. Following a successful inaugural edition, the organizers have significantly increased the scale of the event, with more participating brands, larger activity zones, and additional immersive experiences. The tour will begin in Paris during the Festival du Jeu before moving through Saint-Nazaire, La Tranche-sur-Mer, Saint-Jean-de-Monts, Jard-sur-Mer, Biscarrosse, Cauterets, Banyuls-sur-Mer, Le Barcarès, Leucate, Port-la-Nouvelle, and finally Vichy. Each stop will welcome visitors from 5 p.m. until midnight, creating a festive evening atmosphere designed to fit perfectly into the rhythm of summer holidays. Official information confirms that every stage will feature more than 3,000 square meters of activities and gaming experiences accessible entirely free of charge.

One of the most interesting aspects of the Summer Games Tour is the diversity of its partners. During the We Maje presentation, visitors could see how many of the industry's major players have committed to supporting the initiative. Participating companies include Hasbro, Mattel, Ravensburger, Spin Master, Bandai, Dujardin, SmartGames, and France Télévisions, among others. This broad representation reflects the evolution of the toy market itself. Whereas industry events once focused primarily on product launches, modern consumers increasingly seek interactive experiences before making purchasing decisions. By allowing families to test games, discover new licenses, and interact directly with brands, the Summer Games Tour effectively transforms traditional marketing into entertainment. The result is an event that feels less like a commercial showcase and more like a summer festival dedicated entirely to the joy of play.

During the presentation, Pierre Namet, co-founder of Eno Events, highlighted the ambition behind this second edition, emphasizing the desire to create a family-friendly event that fosters genuine encounters between brands and the public. That philosophy is visible throughout the program. Visitors will have access to approximately one hundred games and activities, ranging from classic board games to brand-new releases. Several attractions were specifically highlighted during We Maje Days, including a dedicated activation inspired by the upcoming PAW Patrol movie developed in partnership with Spin Master, speed puzzling competitions organized by Ravensburger, celebrations surrounding the 40th anniversary of the iconic Labyrinth board game, and experiences built around the beloved Tamagotchi universe. The event will also feature demonstrations of Hasbro's family card game Priorities and the premium puzzle challenges found within the IQ Premium range from SmartGames.

Perhaps one of the cleverest additions to the 2026 edition is the introduction of a digital rewards ecosystem. Rather than limiting participation to simple game demonstrations, organizers are encouraging visitors to engage across multiple activities through a connected system that allows participants to earn exclusive goodies and prizes. This approach reflects a broader trend within experiential events where gamification is increasingly used to increase visitor engagement. By rewarding exploration and participation, the Summer Games Tour effectively turns every stop into a giant treasure hunt, encouraging families to stay longer and discover more of what each brand has to offer. The concept is particularly well suited to younger audiences accustomed to digital achievement systems while remaining accessible to parents looking for meaningful shared experiences.

The Summer Games Tour also illustrates how the French toy industry continues to invest heavily in physical events despite the rise of digital entertainment. While online gaming and mobile experiences dominate many conversations about the future of play, events such as this demonstrate that consumers still value face-to-face interaction, hands-on discovery, and communal experiences. The tour’s success in 2025 reportedly attracted nearly 130,000 visitors, a remarkable figure for a first-year initiative and one that undoubtedly encouraged organizers to expand the concept significantly in 2026. The increased footprint, larger activity areas, and broader list of partners all suggest confidence in the long-term viability of the format.

The Summer Games Tour presentation at We Maje Days Summer Edition 2026 ultimately reinforced one of the event's central messages: the future of toys and games lies not only in innovation but also in connection. As Anthony Mazelly, Founder and President of WE MAJE, explained in his editorial introduction, the agency's mission has always been to create experiences capable of generating emotion, discovery, and shared moments. The Summer Games Tour represents that philosophy perfectly. It is not simply a travelling exhibition of products but a nationwide celebration of play itself, bringing together families, brands, media, and communities in a series of festive gatherings that transform beaches, parks, and city centers into temporary worlds of imagination. As summer approaches, it is easy to understand why this growing event has become one of the most anticipated family entertainment tours in France, and why its presence at We Maje Days Summer Edition 2026 generated so much enthusiasm among industry professionals and attendees alike.

(Source : press release)