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Country Report

Sweden Flag Toys and Games in Sweden

| Pages: 37

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Value growth for toys and games

Toys and games recorded positive value sales growth in 2014. Both traditional toys and games and video games registered positive value sales growth for the year, although the magnitude of the growth for video games exceeded that of traditional toys and games. This can primarily be attributed to the explosive sales growth of static video games consoles in 2014. Moreover, the importance of licencing in influencing sales developments of traditional toys and games was particularly apparent in 2014.

PS4 and Xbox One take centre stage

The 2013 launch of PS4 and subsequent launch of Xbox One in 2014 had a dramatic impact on value sales of video games in 2014 with retailers of video games reporting extremely strong value sales growth of these two consoles in 2014 over the previous year. PS4, in particular, has found significant appeal among Swedish consumers. The popularity of these new generation console launches had a strong bearing on the value sales growth of video games in 2014.

LEGO reigns supreme in traditional toys and games sales

LEGO is the clear leader in value sales terms in traditional toys and games sales. LEGO is particularly successful in licencing and a key contributor to the growth in value sales of traditional toys and games licencing in the country. Nordisk Film, however, saw the fastest increase in its value sales position in 2014. Nordisk Film is the Swedish NBO of PlayStation 4, with the latter launching in late 2013 although it continued to post exceptionally strong value sales in 2014.

Internet retailing gathers momentum

Wider availability, ease of price comparisons, convenience, time considerations, an internet savvy population and an easing of security/payment concerns all explain the growth of internet retailing in toys and games. Internet retailing is particularly strong in video games given the sizeable market share held by digital gaming. However, 2014 recorded strong growth of internet retailing in traditional toys and games. This is reflective of the growing number of internet retailers and internet outlets in the country, but also of consumer willingness to purchase online.

Positive outlook for toys and games growth

In value sales at constant 2014 prices, the outlook for toys and games in Sweden is positive. Both traditional games and toys and video games will register positive growth over the forecast period. Similar to 2014, static video games consoles PlayStation 4 and Xbox One will continue to register strong value sales. The enhanced internet capabilities of these consoles should subsequently give a positive boost to PC and console game downloads. Traditional toys and games sales growth will continue to be driven by licencing. A number of film launches during 2015 are expected to have a positive impact on value sales.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in Sweden with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toys and Games industry in Sweden, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in Sweden market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in Sweden?
  • What are the major companies Sweden?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Table of Contents

Toys and Games in Sweden - Industry Overview

EXECUTIVE SUMMARY

Value growth for toys and games

PS4 and Xbox One take centre stage

LEGO reigns supreme in traditional toys and games sales

Internet retailing gathers momentum

Positive outlook for toys and games growth

KEY TRENDS AND DEVELOPMENTS

Growth of internet retailing

Grandparents purchase the most expensive toys and games

Licencing is a driver of value sales growth

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2009-2014
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2009-2014
  • Table 3 NBO Company Shares of Toys and Games: % Value 2010-2014
  • Table 4 LBN Brand Shares of Toys and Games: % Value 2011-2014
  • Table 5 Distribution of Toys and Games by Format: % Value 2009-2014
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2014-2019
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2014-2019

SOURCES

  • Summary 1 Research Sources

Toys and Games in Sweden - Company Profiles

LEGO Sverige AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 LEGO Sverige AB: Key Facts
  • Summary 3 LEGO Sverige AB: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 4 LEGO Sverige AB: Competitive Position 2014

Lekia AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Lekia AB: Key Facts
  • Summary 6 Lekia AB: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 7 Lekia AB: Competitive Position 2014

Mojang AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Mojang AB: Key Facts
  • Summary 9 Mojang AB: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 10 Mojang AB: Competitive Position 2014

Traditional Toys and Games in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 8 Sales of Traditional Toys and Games by Category: Value 2009-2014
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2009-2014
  • Table 10 Sales of Traditional Toys and Games by Type: % Value Breakdown 2009-2014
  • Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2010-2014
  • Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2011-2014
  • Table 13 Distribution of Traditional Toys and Games by Format: % Value 2009-2014
  • Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2014-2019
  • Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2014-2019

Video Games in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 16 Sales of Video Games by Category: Value 2009-2014
  • Table 17 Sales of Video Games by Category: % Value Growth 2009-2014
  • Table 18 Sales of Video Games Software by Type: % Value Breakdown 2009-2014
  • Table 19 NBO Company Shares of Video Games: % Value 2010-2014
  • Table 20 LBN Brand Shares of Video Games: % Value 2011-2014
  • Table 21 NBO Company Shares of Video Games Hardware: % Value 2010-2014
  • Table 22 LBN Brand Shares of Video Games Hardware: % Value 2011-2014
  • Table 23 NBO Company Shares of Video Games Software: % Value 2010-2014
  • Table 24 LBN Brand Shares of Video Games Software: % Value 2011-2014
  • Table 25 NBO Company Shares of Digital Gaming: % Value 2010-2014
  • Table 26 LBN Brand Shares of Digital Gaming: % Value 2011-2014
  • Table 27 Distribution of Video Games by Format: % Value 2009-2014
  • Table 28 Distribution of Video Games Hardware by Format: % Value 2009-2014
  • Table 29 Distribution of Video Games Software by Format: % Value 2009-2014
  • Table 30 Forecast Sales of Video Games by Category: Value 2014-2019
  • Table 31 Forecast Sales of Video Games by Category: % Value Growth 2014-2019

Segmentation

This market research report includes the following:

  • Toys and Games
    • Traditional Toys and Games
      • Action Figures and Accessories
      • Arts and Crafts
      • Baby (0-18 months)
      • Construction Toys
      • Dolls and Accessories
      • Dressing-Up and Role Play
      • Games and Puzzles
      • Infant (19-36 Months)
      • Model Vehicles
      • Outdoor and Sports Toys
      • Plush Toys
      • Pre-School (3-4 Year Old)
      • Radio/Remote Control Toys
      • Ride-On Vehicles
      • Scientific/Educational Toys
      • Other Traditional Toys and Games
    • Video Games
      • Video Games Hardware
        • Hand-Held Video Game Consoles
        • Static Video Game Consoles
        • Video Games Hardware Accessories
      • Video Games Software
        • Games for Hand-Held Video Game Consoles
        • Games for PCs/MACs
        • Games for Static Video Game Consoles
      • Digital Gaming
        • Mobile Games
        • Online Games
        • PC and Console Game Downloads

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Analysis by Demographic
  • Analysis by Licensing
  • Analysis by Price
  • Analysis by Type
  • Pricing
  • Video Gaming Population
  • % of Video Gaming Population

Market size details:

  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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