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Country Report

Sweden Flag Toys and Games in Sweden

| Pages: 45

Price: US$1,100

About this Report

EXECUTIVE SUMMARY

Moderate growth in toys and games

Toys and games experienced a 2% value growth rate in 2013 to improve on the stagnant CAGR over the review period. The growth rate mainly originated from video games where there are several dynamic categories such as digital gaming, static video game consoles as well as video games software. One reason for this dynamism is the launch of the new-generation console PlayStation 4, which attracts a lot of customer and media interest. The introduction does not only benefit static video game consoles but it spills over to sales of video games software since customers want the latest games.

Blurrier lines between product categories

The borders between traditional toys and games, video games and consumer electronics are becoming blurrier. Some examples are the tablets for children introduced by traditional toys and games manufacturers like Top-Toy AS. Moreover, the hybrid of digital and analogue playing has gained popularity thanks to launches such as Skylanders. The increased focus on technological features can be seen as either a threat or a growth opportunity depending on the future strategies of companies.

LEGO Sverige AB leads sales

LEGO Sverige AB led sales in 2013 much because of its traditional position in the Swedish market. During its presence on the market the company has nurtured and leveraged its strong brand. Not only are its construction toys playing an important part, as in recent years the company has managed to leverage its brand through complementing business activities. Some examples are the launches in video games software and the successful introduction of a LEGO film. Hence, the company has learnt to maintain its traditional position and enhance it with novel features.

Traditional toys and games stores competes with internet retailing

In 2013, traditional toys and games stores maintained its position as the leading distribution channel, accounting for 36% of total value sales of toys and games. Companies have solid networks of outlets and a nationwide presence, which maintains customer interest. However, towards the end of the forecast period, internet retailing is projected to overtake traditional toys and games stores as the primary channel with 31% of total value sales expected in 2018. The reason for this is increased internet expansions in line with the greater customer demand for availability and wide product ranges.

New-generation consoles drive overall growth

Sales of toys and games is expected to show a 5% value CAGR at constant 2013 prices over the forecast period. The growth rate will significantly improve on the review period performance and there are several factors that will influence this development. The introduction of new-generation consoles will spark growth in video games. For traditional toys and games, the increased value share of internet retailing is expected to contribute positively. Customers are becoming more confident and daring to purchase more expensive products online. Increased availability is set to balance the currently the high seasonality factor of sales of traditional toys and games.

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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

Moderate growth in toys and games

Blurrier lines between product categories

LEGO Sverige AB leads sales

Traditional toys and games stores competes with internet retailing

New-generation consoles drive overall growth

KEY TRENDS AND DEVELOPMENTS

Fierce competition leads to changes in distribution

Licensed products slightly increase in value share

New-generation consoles reinvigorate sales in video games

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2008-2013
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2008-2013
  • Table 3 NBO Company Shares of Toys and Games: % Value 2009-2013
  • Table 4 LBN Brand Shares of Toys and Games: % Value 2010-2013
  • Table 5 Distribution of Toys and Games by Format: % Value 2008-2013
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2013-2018
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2013-2018

DEFINITIONS

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

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 LEGO Sverige AB: Competitive Position 2013

Lekia AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

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

INTERNET STRATEGY

COMPANY BACKGROUND

COMPETITIVE POSITIONING

  • Summary 7 Lekia AB: Competitive Position 2013

Mojang AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

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

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 10 Mojang AB: Competitive Position 2013

Nordisk Film AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Nordisk Film AB: Key Facts
  • Summary 12 Nordisk Film AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 13 Nordisk Film AB: Competitive Position 2013

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 2008-2013
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2008-2013
  • Table 10 Sales of Traditional Toys and Games by Type: % Value Breakdown 2008-2013
  • Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2009-2013
  • Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2010-2013
  • Table 13 Distribution of Traditional Toys and Games by Format: % Value 2008-2013
  • Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2013-2018
  • Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018

Video Games in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 16 Sales of Video Games by Category: Value 2008-2013
  • Table 17 Sales of Video Games by Category: % Value Growth 2008-2013
  • Table 18 Sales of Video Games Software by Type: % Value Breakdown 2008-2013
  • Table 19 NBO Company Shares of Video Games: % Value 2009-2013
  • Table 20 LBN Brand Shares of Video Games: % Value 2010-2013
  • Table 21 NBO Company Shares of Video Games Hardware: % Value 2009-2013
  • Table 22 LBN Brand Shares of Video Games Hardware: % Value 2010-2013
  • Table 23 NBO Company Shares of Video Games Software: % Value 2009-2013
  • Table 24 LBN Brand Shares of Video Games Software: % Value 2010-2013
  • Table 25 NBO Company Shares of Digital Gaming: % Value 2009-2013
  • Table 26 LBN Brand Shares of Digital Gaming: % Value 2010-2013
  • Table 27 Distribution of Video Games by Format: % Value 2008-2013
  • Table 28 Distribution of Video Games Hardware by Format: % Value 2008-2013
  • Table 29 Distribution of Video Games Software by Format: % Value 2008-2013
  • Table 30 Forecast Sales of Video Games by Category: Value 2013-2018
  • Table 31 Forecast Sales of Video Games by Category: % Value Growth 2013-2018

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
  • Pricing
  • Analysis by Demographic
  • Analysis by Price
  • Analysis by Type
  • Analysis by Licencing
  • 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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