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Toys and Games in Sweden
June 2022
Toys and games in 2021: The big picture
The toys and games industry in Sweden witnessed significant growth in 2021, posting an even stronger current value increase in 2021 than in 2020. Whilst the government never enforced a nationwide lockdown in Sweden, the pandemic continued to influence consumer behaviour, and the demand for toys and games held strong in 2021 due to the increased importance of quality entertainment indoors.
2021 key trends
In traditional toys and games, toys based on film characters, together with licensed products, were in demand in 2021. Licensing is a major driver of sales of toys and games, due to the appeal of such products to both adults and children.
Competitive landscape
In 2021, LEGO Sverige AB led traditional toys and games in Sweden, thanks to its strong brand recognition in the country. The company expanded licensing partnerships in 2021, and launched a wide selection of new products, including Titanic-, Star Wars-, Home Alone-, Art Project Create Together-, Batman-, and Marvel-themed sets.
Retailing developments
COVID-19 triggered a breakthrough for e-commerce, as an increasing number of consumers started ordering goods online, including toys and games. Convenience and health concerns continued to drive growth in e-commerce and influence shopping decisions in 2021, especially in the first half of the year.
What next for toys and games?
In 2022, moderate growth is expected in toys and games, although supply chain disruptions will continue to affect the industry. As consumers upgraded their home entertainment environment during the pandemic, there will be less need to spend money in 2022 or the nearest future.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Traditional Toys and Games
Video Games
If you're in the Toys and Games industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Sweden report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Toys and Games in Sweden?
Which are the leading brands in Toys and Games in Sweden?
How are products distributed in Toys and Games in Sweden?
How is the rise of e-commerce impacting the retail landscape and traditional outlets?
What are the key safety regulations to observe in Sweden?
How has retail disruption following COVID-19 and national lockdown impacted sales?
Where is future growth expected to be most dynamic?
Is it more important to appeal to children or adults?
Toys and Games in Sweden
EXECUTIVE SUMMARY
Toys and games in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for toys and games?
MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2016-2021Table 2 Sales of Toys and Games by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Toys and Games: % Value 2017-2021Table 4 LBN Brand Shares of Toys and Games: % Value 2018-2021Table 5 Distribution of Toys and Games by Format: % Value 2016-2021Table 6 Forecast Sales of Toys and Games by Category: Value 2021-2026Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Traditional Toys and Games in Sweden
KEY DATA FINDINGS
2021 DEVELOPMENTS
COVID-19 continues to spur demand for traditional toys and games
Rise of the “kidult” market
The importance of sustainability in play keeps growing
PROSPECTS AND OPPORTUNITIES
Parents expected to continue seeking toys that teach and foster creativity
Continued utilisation of licensing and film tie-ins
Stronger focus on inclusive and sustainable toys
CATEGORY DATA
Table 8 Sales of Traditional Toys and Games by Category: Value 2016-2021Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2016-2021Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2016-2021Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2017-2021Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2018-2021Table 13 Distribution of Traditional Toys and Games by Format: % Value 2016-2021Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2021-2026Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2021-2026Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2021-2026
Video Games in Sweden
KEY DATA FINDINGS
2021 DEVELOPMENTS
Powered by COVID-19, the gaming world continues to thrive
Static consoles – a value growth driver in video games
Stronger focus on microtransactions as a source of revenue
PROSPECTS AND OPPORTUNITIES
As the pandemic fades the digital experience may not be as relevant, but the potential of video games will remain
AR/VR is projected to grow in gaming over the forecast period
Anticipation of the stronger adoption of cloud gaming
CATEGORY DATA
Table 17 Sales of Video Games by Category: Value 2016-2021Table 18 Sales of Video Games by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of Video Games: % Value 2017-2021Table 20 LBN Brand Shares of Video Games: % Value 2018-2021Table 21 NBO Company Shares of Video Games Hardware: % Value 2017-2021Table 22 LBN Brand Shares of Video Games Hardware: % Value 2018-2021Table 23 NBO Company Shares of Video Games Software: % Value 2017-2021Table 24 Distribution of Video Games by Format: % Value 2016-2021Table 25 Distribution of Video Games Hardware by Format: % Value 2016-2021Table 26 Distribution of Video Games Software by Format: % Value 2016-2021Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2016-2021Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2016-2021Table 29 Forecast Sales of Video Games by Category: Value 2021-2026Table 30 Forecast Sales of Video Games by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Toys and Games
Action Figures and Accessories
Arts and Crafts
Baby and Infant
Construction
Dolls and Accessories
Dress-Up and Role Play
Games and Puzzles
Model Vehicles
Outdoor and Sports
Plush
Pre-School
Remote Control Toys
Ride-On Vehicles
Scientific/Educational
Other Traditional Toys and Games
Hand-Held Consoles
Static Consoles
AR/VR Headsets
Computer Games (Physical)
Console Games (Physical)
Computer Games (Digital)
Console Games (Digital)
Online Games
Mobile Games
Console Games (Physical)
Console Games (Digital)
Computer Games (Physical)
Computer Games (Digital)
Online Games
Mobile Games
Computer Games (Game Sales)
Console Games (Game Sales)
Online Games (Game Sales)
Mobile Games (Game Sales)
Computer Games (In-Game Purchases)
Console Games (In-Game Purchases)
Online Games (In-Game Purchases)
Mobile Games (In-Game Purchases)
Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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