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Country Report

Sweden Flag Toys and Games in Sweden

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Digitalisation supports a strong performance

Toys and games in Sweden recorded strong current value growth in 2015, easily outperforming the CAGR of the review period. Both traditional toys and games and video games performed well, more or less doubling their respective review period CAGRs. Video games posted double the growth of traditional toys and games, thanks mainly to digital computer games and online games. Sales of traditional toys and games were mainly driven by the strong performance of Lego in construction.

Serious gamers become more serious

The overall video gaming population in Sweden continued to increase in 2015, although the money spent on video games remained fairly stable for the majority of gamers compared to 2014. This indicates that the strong growth seen in video games in 2015 primarily derived from more serious video gamers, who increased their yearly average spend.

LEGO remains the leading player

LEGO Sverige AB remained the leading player in toys and games in Sweden in 2015, claiming an 11% share of overall value sales. Licensing has become a key source of income for the company and was one of the main reasons behind its strong performance in 2015.

Internet retailing accounts for nearly a 50% share of overall value sales

Internet retailing continued to record strong growth in 2015, heading towards accounting for nearly a 50% share of overall value sales. The main reason for this is naturally the large share of sales accounted for by digital gaming. However, internet retailing also continued to gain ground in traditional toys and games in 2015, albeit commanding a lower 21% share of value sales.

Online retailing and digitalisation to support further growth

Toys and games in Sweden is set to record a stronger value performance over the forecast period when compared to the review period. The accessibility of digital video games and online retailers will continue to only further support the growth of toys and games at the expense of outdoor and sporting activities.

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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

Digitalisation supports a strong performance

Serious gamers become more serious

LEGO remains the leading player

Internet retailing accounts for nearly a 50% share of overall value sales

Online retailing and digitalisation to support further growth

KEY TRENDS AND DEVELOPMENTS

Demographic trends support an increase in the gaming population

The retail environment

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2010-2015
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2010-2015
  • Table 3 NBO Company Shares of Toys and Games: % Value 2011-2015
  • Table 4 LBN Brand Shares of Toys and Games: % Value 2012-2015
  • Table 5 Distribution of Toys and Games by Format: % Value 2010-2015
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2015-2020
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2015-2020

SOURCES

  • Summary 1 Research Sources

Toys and Games in Sweden - Company Profiles

Mojang AB in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Mojang AB: Key Facts
  • Summary 3 Mojang AB: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 4 Mojang AB: Competitive Position 2015

Top-Toy AS in Toys and Games (Sweden)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Top-Toy AS: Key Facts
  • Summary 6 Top-Toy AS: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 7 Top-Toy AS: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 8 Top-Toy AS: Competitive Position 2015

Traditional Toys and Games in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

LICENSING

CATEGORY DATA

  • Table 8 Sales of Traditional Toys and Games by Category: Value 2010-2015
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2010-2015
  • Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2010-2015
  • Table 11 Sales of Traditional Toys and Games by Licenced vs Non-Licenced: % Value 2010-2015
  • Table 12 Sales of Traditional Toys and Games by Price: % Value 2010-2015
  • Table 13 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2010-2015
  • Table 14 NBO Company Shares of Traditional Toys and Games: % Value 2011-2015
  • Table 15 LBN Brand Shares of Traditional Toys and Games: % Value 2012-2015
  • Table 16 Distribution of Traditional Toys and Games by Format: % Value 2010-2015
  • Table 17 Forecast Sales of Traditional Toys and Games by Category: Value 2015-2020
  • Table 18 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2015-2020
  • Table 19 Forecast Sales of Traditional Toys and Games by Licenced vs Non-Licenced 2015-2020

Video Games in Sweden - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 20 Sales of Video Games by Category: Value 2010-2015
  • Table 21 Sales of Video Games by Category: % Value Growth 2010-2015
  • Table 22 Video Gaming Population: Number of People 2010-2015
  • Table 23 Video Gaming Population: % Number of People 2010-2015
  • Table 24 NBO Company Shares of Video Games: % Value 2011-2015
  • Table 25 LBN Brand Shares of Video Games: % Value 2012-2015
  • Table 26 NBO Company Shares of Video Games Hardware: % Value 2011-2015
  • Table 27 LBN Brand Shares of Video Games Hardware: % Value 2012-2015
  • Table 28 NBO Company Shares of Video Games Software: % Value 2011-2015
  • Table 29 LBN Brand Shares of Video Games Software: % Value 2012-2015
  • Table 30 Distribution of Video Games by Format: % Value 2010-2015
  • Table 31 Distribution of Video Games Hardware by Format: % Value 2010-2015
  • Table 32 Distribution of Video Games Software by Format: % Value 2010-2015
  • Table 33 Forecast Sales of Video Games by Category: Value 2015-2020
  • Table 34 Forecast Sales of Video Games by Category: % Value Growth 2015-2020

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
      • Dolls and Accessories
      • Dress-Up and Role Play
      • Games and Puzzles
      • Infant (19-36 Months)
      • Model Vehicles
      • Outdoor and Sports
      • Plush
      • Pre-School (3-4 Year Old)
      • Remote Control Toys
      • Ride-On Vehicles
      • Scientific/Educational
      • Other Traditional Toys and Games
    • Video Games
      • Video Games Hardware
        • Hand-held Consoles
        • Static Consoles
        • Gaming Accessories
          • Toys-to-Life
          • AR/VR Headsets
          • Other Gaming Accessories
      • Video Games Software
        • Video Games Software (Physical)
          • Computer Games (Physical)
          • Console Games (Physical)
        • Video Games Software (Digital)
          • Computer Games (Digital)
          • Console Games (Digital)
          • Online Games
          • Mobile Games
        • Video Games Software by Platform
          • Console Games
            • Console Games (Physical)
            • Console Games (Digital)
          • Computer Games
            • Computer Games (Physical)
            • Computer Games (Digital)
          • Online Games
          • Mobile Games
        • Video Games Software by Format
          • Video Games Software (Game Sales)
            • Computer Games (Game Sales)
            • Console Games (Game Sales)
            • Online Games (Game Sales)
            • Mobile Games (Game Sales)
          • Video Games Software (In-Game Purchases)
            • Computer Games (In-Game Purchases)
            • Console Games (In-Game Purchases)
            • Online Games (In-Game Purchases)
            • Mobile Games (In-Game Purchases)

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
  • % of Video Gaming Population
  • Pricing
  • Video Games Software by Format
  • Video Gaming Population

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • 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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