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Country Report

Sweden Flag Toys and Games in Sweden

| Pages: 49

Price: US$1,100

About this Report

EXECUTIVE SUMMARY

Positive growth owes much to traditional toys and games

In 2012, retail value sales of toys and games continued to increase. Growth was stimulated by traditional toys and games, with action figures and accessories and construction toys posting the strongest increases in this category. Video games also continued to post strong growth, primarily due to the dynamic performance of digital gaming, which consists of online games, mobile games and PC and console game downloads. All digital gaming types registered dynamic current value sales growth, which indicates a structural change in gaming towards offering a “next-generation” experience. Nevertheless, innovation and technological development continued to be critical success factors for both traditional toys and games and video games in 2012.

Licensed products continue to boost sales of toys and games

Licensed toys and games continued to have a strong impact on industry sales in 2012. Licensed products have become extremely crucial for key players, who readily agree to pay large sums in order to acquire the licenses to manufacture or sell such toys. In 2012, action figures such as Bakugan, Transformers, Spiderman and Star Wars contributed to the growth in sales of traditional toys and games. In addition, traditional international favourites like Ben 10, Transformers, Hello Kitty, Toy Story and Disney Fairies made solid sales contributions. In terms of domestic licensed products, traditional favourites such as Pippi dominated sales in Sweden.

Digital gaming posts dynamic retail value sales growth

2012 was a record year for digital gaming in Sweden. Online games, PC and console game downloads and mobile games experienced strong current value sales growth. This was due to the digitalization of gaming behaviour and the internet spectrum in Sweden. This structural transformation is bringing traditional video games software under digital distribution, selling from box stores and online. The range extends from tablet devices to mobile phones. In 2012, World of Warcraft, Mass Effect and Fifa were among the most downloaded games in Sweden. Lord of the Rings Online and Star Wars: The Old Republic created significant attention for online games, while Angry Birds continued to lead mobile games, despite a fall in retail value share. In addition, Minecraft contributed to sales across digital gaming: online and mobile games and downloads.

Internet sales continue to rise

Non-store retailing’s retail value share continued to grow in toys and games in Sweden in 2012, mainly thanks to internet retailing. While traditional toys and games stores remained the leading distribution channel, internet retailing increased its value share significantly in both traditional toys and games and video games. In traditional toys and games, leading retailers such as BR Leksaker and Toys “R” Us reported sharp increases in online sales. Likewise, video games giant Electronic Arts Sweden AB and GameStop reported high increases in online sales and downloads. Video games and content are now available online via consoles, PCs and mobile platforms, including mobile phone handsets and hand-held game players.

Technologies redefine consumer behaviour

Improved technologies and sustained consumer interest and curiosity are expected to be the major growth drivers. Suppliers are combating the widely documented trend of “children getting older younger.” Children’s tastes are maturing and becoming more sophisticated at younger ages, which reduces the available time in their lives in which to sell them certain products. The availability of electronic games, mobile phones and computers and an interest in fashion are seeing Swedish children adopt video games earlier, at the expense of conventional toys. As a result, new product development plus technology renewal for existing products are crucial strategies for manufacturers. Finally, social media and networking technologies have become the meeting point for consumers and business, including 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

Positive growth owes much to traditional toys and games

Licensed products continue to boost sales of toys and games

Digital gaming posts dynamic retail value sales growth

Internet sales continue to rise

Technologies redefine consumer behaviour

KEY TRENDS AND DEVELOPMENTS

Increasing gaming population

Licensing drives sales

The competitive landscape continues to develop

Dominance of global brands in production and distribution

Demand is highly seasonal in toys and games

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2007-2012
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2007-2012
  • Table 3 NBO Company Shares of Toys and Games: % Value 2008-2012
  • Table 4 NBO Brand Shares of Toys and Games: % Value 2009-2012
  • Table 5 Distribution of Toys and Games by Format: % Value 2007-2012
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2012-2017
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2012-2017

SOURCES

  • Summary 1 Research Sources

Toys and Games in Sweden - Company Profiles

Barnens Hus Sverige AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Barnens Hus Sverige AB: Key Facts
  • Summary 3 Barnens Hus Sverige AB: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Barnens Hus Sverige AB: Competitive Position 2012

Brio AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

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

COMPANY BACKGROUND

PRODUCTION AND MARKETING

COMPETITIVE POSITIONING

  • Summary 7 Brio AB: Competitive Position 2012

Micki Leksaker AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Micki Leksaker AB: Key Facts
  • Summary 9 Micki Leksaker AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 10 Micki Leksaker AB: Competitive Position 2012

Paradox Interactive AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Paradox Interactive AB: Key Facts
  • Summary 12 Paradox Interactive AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Starbreeze AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Starbreeze AB: Key Facts
  • Summary 14 Starbreeze AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Stiga Sports AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 15 Stiga Sports AB: Key Facts
  • Summary 16 Stiga Sports AB: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 17 Stiga Sports AB: Competitive Position 2012

Top-Toy AS in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 18 Top-Toy AS: Key Facts
  • Summary 19 Top-Toy AS: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 20 BR-Leksaker: Competitive Position 2012

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 2007-2012
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2007-2012
  • Table 10 Sales of Traditional Toys and Games by Type: % Value Breakdown 2007-2012
  • Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2008-2012
  • Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2009-2012
  • Table 13 Distribution of Traditional Toys and Games by Format: % Value 2007-2012
  • Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2012-2017
  • Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2012-2017

Video Games in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 16 Sales of Video Games by Category: Value 2007-2012
  • Table 17 Sales of Video Games by Category: % Value Growth 2007-2012
  • Table 18 Sales of Video Games Software by Type: % Value Breakdown 2007-2012
  • Table 19 NBO Company Shares of Video Games: % Value 2008-2012
  • Table 20 LBN Brand Shares of Video Games: % Value 2009-2012
  • Table 21 NBO Company Shares of Video Games Hardware: % Value 2008-2012
  • Table 22 LBN Brand Shares of Video Games Hardware: % Value 2009-2012
  • Table 23 NBO Company Shares of Video Games Software: % Value 2008-2012
  • Table 24 LBN Brand Shares of Video Games Software: % Value 2009-2012
  • Table 25 NBO Company Shares of Digital Gaming: % Value 2008-2012
  • Table 26 LBN Brand Shares of Digital Gaming: % Value 2009-2012
  • Table 27 Distribution of Video Games by Format: % Value 2007-2012
  • Table 28 Distribution of Video Games Hardware by Format: % Value 2007-2012
  • Table 29 Distribution of Video Games Software by Format: % Value 2007-2012
  • Table 30 Forecast Sales of Video Games by Category: Value 2012-2017
  • Table 31 Forecast Sales of Video Games by Category: % Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Toys and Games
    • Traditional Toys and Games
      • Baby (0-18 months)
      • Infant (19-36 Months)
      • Pre-School (3-4 Year Old)
      • Action Figures and Accessories
      • Arts and Crafts
      • Construction Toys
      • Dolls and Accessories
      • Dressing-Up and Role Play
      • Games and Puzzles
      • Model Vehicles
      • Outdoor and Sports Toys
      • Plush Toys
      • 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
        • PC and Console Game Downloads
        • Online Games
        • Mobile Games

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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