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: 34 | Publication date: Oct 2008
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- Get insight into trends in market performance
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Executive summary
Another all-time-high
Over the 2003-2008 period the Swedish market for toys and games grew 42.1% with a CAGR of 7.3% in value terms. The sales value of all sub segments of the market, except dolls and figures, increased over the review period. This shows a positive trend over the review period when the all-time-high has been repeatedly exceeded. This trend is expected to continue over the forecast period.
A growing market under structural transformation
Since 1999 the annual birth rate has been growing in Sweden resulting in a better performance of the Swedish market for toys and games. The market has also been positively affected by an increasing number of affluent grandparents who spend more money on their grandchildren than previous generations. At the same time the toys and games market is undergoing an important structural transformation. Digital technology pervades in every aspects of life, which has resulted in new habits. One consequence of this trend is that children stop playing with traditional toys at an increasingly lower age and replace traditional toys with modern consumer electronics like mobile phones and video games. In addition, digital technology, in the form of video games, has opened up the toys and games market to new demographics such as adults and the elderly.
It ought to be digital
The structural transformation of the market towards digital technology has made video games software the strongest growing sector of the Swedish market for toys and games during the review period. This segment grew 93.8% with a CAGR of 14.1% in value terms, which was more than twice as strong as the average. The decreasing playing age and the replacing of traditional toys with digital devises, has meant that toys such as dolls and figures, which are directed to older girls and do not include digital technology, did not perform well. This sub segment was the only declining segment of the market in the review period.
A few strong players dominate
Top-Toy dominates the Swedish market for traditional toys with its own chain of toy speciality shops, BR-Leksaker, and its franchise agreement with Toys “R” Us. The market is highly fragmented; store managers complain that they may have as many as 40-60 suppliers, many who only supply one or a few products. On the other hand, the Swedish market for video games software is concentrated with a few strong international players including Electronic Arts and Vivendi Games. There are three players in the video games hardware market, which are Sony, Microsoft and Nintendo.
Saturation expects to dampen the growth rates
The Swedish toys and games market is expected to continue to perform well in the forecast period thanks to increasing annual birth rates and generous grandparents. The video games market is expected to continue to lead both due to the current focus on digital technology and the recent release of the seventh generation of video game consoles. However, the market growth is not expected to be as strong as in the review period because it is expected that it will become increasingly saturated. The value growth for some product categories like video games hardware and outdoor toys are expected to peak in the forecast period and then to decline.
Table of contents
TOYS AND GAMES IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
Another all-time-high
A growing market under structural transformation
It ought to be digital
A few strong players dominate
Saturation expects to dampen the growth rates
KEY TRENDS AND DEVELOPMENTS
Increasing annual birth rates boost sales of traditional toys
Digital technology restricts the growth of traditional toys
Video games a doorway to play for adults
Affluent grandparents are a stronger group of consumers
Time constraints result in new purchasing behaviours
MARKET DATA
Table 1 Sales of Toys and Games by Sector: Value 2003-2008
Table 2 Sales of Toys and Games by Sector: % Value Growth 2003-2008
Table 3 Sales of Toys and Games by Distribution Format: % Analysis 2003-2008
Table 4 Toys and Games Company Shares by Value 2004-2007
Table 5 Forecast Sales of Toys and Games by Sector: Value 2008-2013
Table 6 Forecast Sales of Toys and Games by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
BERGSALA AB - TOYS AND GAMES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bergsala AB: Key Facts
Summary 3 Bergsala AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Bergsala AB: Competitive Position 2007
BRIO AB - TOYS AND GAMES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 BRIO Group: Key Facts
Summary 6 BRIO Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 BRIO AB: Competitive Position 2007
EGMONT GROUP - TOYS AND GAMES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 The Egmont Group: Key Facts
Summary 9 The Egmont Group: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Egmont International Holding A/S: Competitive Position 2007
LEKSAM AB - TOYS AND GAMES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Leksam AB: Key Facts
Summary 12 Leksam AB: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Leksam AB: Competitive Position 2007
TOP TOY AS - TOYS AND GAMES - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Top-Toy A/S: Key Facts
Summary 15 Top-Toy A/S: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Top-Toy A/S: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 7 Sales of Traditional Toys and Games by Subsector: Value 2003-2008
Table 8 Sales of Traditional Toys and Games by Subsector: % Value Growth 2003-2008
Table 9 Sales of Traditional Toys and Games by Distribution Format: % Analysis 2003-2008
Table 10 Traditional Toys and Games Company Shares by Value 2004-2007
Table 11 Forecast Sales of Traditional Toys and Games by Subsector: Value 2008-2013
Table 12 Forecast Sales of Traditional Toys and Games by Subsector: % Value Growth 2008-2013
VIDEO GAMES IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 13 Sales of Video Games by Subsector: Value 2003-2008
Table 14 Sales of Video Games by Subsector: % Value Growth 2003-2008
Table 15 Sales of Video Games by Distribution Format: % Analysis 2003-2008
Table 16 Video Games Company Shares by Value 2004-2007
Table 17 Forecast Sales of Video Games by Subsector: Value 2008-2013
Table 18 Forecast Sales of Video Games by Subsector: % Value Growth 2008-2013