Toys and Games in Sweden

Structured and planned purchases hit value sales

Toys and games as a whole posted healthy current value growth in 2017. However, the market’s performance was driven by video games, with traditional toys and games performing poorly.

Traditional toys and games facing challenges

Beyond outdoor and sports, games and puzzles and the short-lived fad for fidget spinners, there was little to cheer about in traditional toys and games in 2017. Better planned purchases offer some explanation but the category’s decline in 2017 can also be linked to the growth of video games and the rising prevalence of smartphones and tablets as entertainment devices for children.

Video games manufacturers gain share

The decline in value sales for traditional toys and games, combined with an increase for video games, served to elevate the standing of video games manufacturers. The challenges faced by traditional toys and games players is such that their overall positions are likely to weaken further over the forecast period.

Sharp decline in the number of traditional toys and games stores

The number of traditional toys and games stores in Sweden continued to decline in 2017 due to the rise of internet retailing and a change in consumer purchasing behaviour. The encroachment of other sales channels into the space of traditional toys and games stores also contributed to the decline.

Video games to underpin future growth

Toys and games is expected to register further positive value growth at constant 2017 prices over the forecast period thanks to video games. It is anticipated that video games software, specifically digital video games software, will be the main driver of value growth.

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