2022 was a bumpy year for toys and games in Sweden, with the first two quarters seeing growth followed by declining sales in September and October and then a return to growth over the Christmas period. The strong pandemic-induced growth, as consumers stayed indoors and had limited social interaction, could not be sustained in 2022.
Sustainability has been a trend in toys and games in Sweden for some time as more families are adopting more sustainable lifestyles, choosing planet-friendly toys and packaging to contribute to sustainable development and to teach their children about more environmentally-educated decisions while growing up. The focus is increasingly shifting to using recycled plastic - the new 2022 Playmobil Wiltopia range is made from recycled and bio-based plastic and LEGO is expected to start selling bricks made from recycled plastic bottles in 2023.
In 2022, LEGO Sverige AB led traditional toys and games in Sweden, thanks to its strong brand recognition in the country. The company recorded strong growth in the year thanks to its increased focus on adults and expansion of themes such as Star Wars, Marvel and Ideas.
While the pandemic years of 2020 and 2021 triggered a breakthrough for e-commerce, Swedish consumers flocked back to physical stores once they reopened, impacting e-commerce’s performance in 2022. Especially for children, the experience of visiting a physical store and being able to see and touch toys cannot be replaced by online shopping.
2023 is expected to be a tough year for the toys and games market as the Swedish economy is the only EU economy predicted to shrink, inflation and interest rates are high, plus prices are increasing. Increasingly price-sensitive consumers are therefore expected to be hesitant about making big purchases and will reduce the average spend per toy.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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