Toys And Games in Sweden
Euromonitor International's Toys And Games in Sweden report offers a comprehensive guide to the size and shape of the traditional toys and games and the video games market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 27 | Publication date: Oct 2006
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Executive summary
Karaoke games are changing the way people use their video games consoles
Karaoke games introduced a new way of playing video games as it introduced a new social aspect to gaming. Although the developments of games played over the internet connected players across the world, gaming was usually a solitary pastime. With the introduction of Karaoke games, where you get points depending on how well you can sing or follow the melody, playing video games became a social activity you do with friends or at a party. This led to a widening of the target group for video games as it attracts new groups, such as girls, who are traditionally more difficult to attract to video games.
Traditional toys and games sector growing again
After a few years of decline, the traditional toys and games sector is growing again in value terms. Outdoor games saw the highest increase over the review period. Although many subsectors in traditional toys and games are shrinking outdoor games and the activity/construction toys grew and expanded the value of the sector as a whole. Growth is expected to continue through the forecast period, when the pre-school subsector is expected to show the highest growth.
Licenses increasingly important for traditional toy sector
As video games are increasingly taking market share from traditional toys and games the importance of big movie licenses is growing. As advertising directed are children is forbidden in Sweden, toy makers can take advantage of advertising for the launch of the movie. The successes of the Lord of the Rings and Star Wars toys and games shows how important these forms of marketing are for the toy market. When there is little stimulus in the form of movie licenses boosting sales, many subsectors are showing negative results.
Cross-over technology is the future for traditional indoor games
By integrating new technology into traditional board games, game producers are hoping to meet the threat posed by video games. By using interactive technology or having a complement in the form of a computer application traditional game makers are hoping to be able to take back some of the shares lost to video games.
Indoor games saw a small increase in sales in 2005.
Video games hardware sales falling in anticipation of next generation consoles
Because of the new generation of video consoles due for launch in 2006, people are holding off on buying video games hardware. The leading manufacturers are trying to keep sales up by launching new versions or limited editions of their old consoles that are smaller or in a new colour. Retailers compete by offering combinations of games or game controls with the video game consoles to make a more attractive package than their competitors offer. In spite of these efforts, sales are down and hopes are high among the manufacturers that the new consoles will turn the trend around.
Table of contents
TOYS AND GAMES IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Karaoke games are changing the way people use their video games consoles
Traditional toys and games sector growing again
Licenses increasingly important for traditional toy sector
Cross-over technology is the future for traditional indoor games
Video games hardware sales falling in anticipation of next generation consoles
KEY TRENDS AND DEVELOPMENTS
Video games shows continued strong growth
Toy manufacturing moved to low salary markets
Higher expectations on educational value
Portable games open up new markets
MARKET DATA
Table 1 Retail Sales of Toys and Games by Sector: Value 2001-2006
Table 2 Retail Sales of Toys and Games by Sector: % Value Growth 2001-2006
Table 3 Retail Sales of Toys and Games by Distribution Format: % Analysis 2001-2006
Table 4 Toys and Games Company Shares by Value 2002-2005
Table 5 Forecast Retail Sales of Toys and Games by Sector: Value 2006-2011
Table 6 Forecast Retail Sales of Toys and Games by Sector: % Value Growth 2006-2011
DEFINITIONS
Toys and games
LOCAL COMPANY PROFILES - SWEDEN
BRIO AB - TOYS AND GAMES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Brio AB: Key Facts
Summary 2 Brio AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Brio AB: Competitive Position 2005
LEGO GROUP - TOYS AND GAMES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 LEGO Sverige AB: Key Facts
Summary 5 LEGO Sverige AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 LEGO Sverige AB: Competitive Position 2005
TOP-TOY A/S - TOYS AND GAMES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Top-Toy A/S: Key Facts
Summary 8 Top-Toy A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Top-Toy A/S: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 7 Retail Sales of Traditional Toys and Games by Subsector: Value 2001-2006
Table 8 Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2001-2006
Table 9 Retail Sales of Traditional Toys and Games by Distribution Format: % Analysis 2001-2006
Table 10 Traditional Toys and Games Company Shares by Value 2002-2005
Table 11 Forecast Retail Sales of Traditional Toys and Games by Subsector: Value 2006-2011
Table 12 Forecast Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2006-2011
VIDEO GAMES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 13 Retail Sales of Video Games by Subsector: Value 2001-2006
Table 14 Retail Sales of Video Games by Subsector: % Value Growth 2001-2006
Table 15 Retail Sales of Video Games by Distribution Format: % Analysis 2001-2006
Table 16 Video Games Company Shares by Value 2002-2005
Table 17 Forecast Retail Sales of Video Games by Subsector: Value 2006-2011
Table 18 Forecast Retail Sales of Video Games by Subsector: % Value Growth 2006-2011