Toys and Games in Sweden

COVID-19 impact on toys and games

Toys and games saw a better overall performance in Sweden in 2020 compared to 2019. Although there was no formal lockdown in the country in 2020, many people stayed at home more, avoiding places that can become crowded such as bars and restaurants.

COVID-19 country impact

In 2020 there were no COVID-19 restrictions or lockdowns in Sweden, except for a ban on gatherings of more than 50 people that was introduced on 29 March (except for schools and workplaces). There were recommendations from the Public Institute of Health that people should not travel outside the country or even inside the country, unless absolutely necessary, but no strict rules were in place to limit this.

Company response

With almost identical value shares, Activision Blizzard Nordic AB and Bergsala AB were the leading players in toys and games in Sweden in 2020, the former due to its leading position in video games software and the latter due to its dominance in video games hardware with the ongoing success of its Nintendo Switch and Nintendo Switch Lite. Within toys and games as a whole, most companies enjoyed positive sales growth in 2020 as demand for both traditional toys and games and video games was boosted as a result of the pandemic and consumers consequently spending more time at home.

Retailing shift

Sweden did not enter local, regional, or national lockdowns during 2020. Nevertheless, households did change their purchasing patterns, with a clear and spiked favouritism for e-commerce.

What next for toys and games?

Toys and games will continue to achieve strong value growth in 2021, driven mainly by video games which will benefit from ongoing demand for the new Xbox Series and PlayStation 5 static consoles. Supply could not meet demand for these consoles in 2020.

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