Toys and Games in Sweden

Industry continues to be driven by video games as traditional toys and games suffer a further decline in sales

In 2018, toys and games in Sweden recorded stronger current value growth than that registered the previous year. Sales continued to be driven by video games, particularly categories such as static consoles, online and mobile games and in-game purchases, with the latter seen as an increasingly important revenue stream for developers.

Video games benefiting from the growing “kidult” trend but also facing challenges related to health and wellness concerns

2018 witnessed the further rise of the “kidult” trend, with many Swedish adults enjoying a return to toys and games from their childhood. Related to the revival of retro toys and games, this was particularly evident in video games, thanks for example to the relaunch of the Nintendo Classic Mini SNES and Sega Mega Drive.

Activision Blizzard maintains its lead but loses share as Electronic Arts and Bergsala gain ground

The toys and games competitive landscape in Sweden continued to be led by the video games developer Activision Blizzard Nordic in 2018. However, the company saw its retail value share decline by nearly a full percentage point as a result of stronger activities from its various rivals in video games, particularly Electronic Arts Sweden and Bergsala.

Collapse of store-based retailers BR and Toys “R” Us drives a further shift towards the online channel

Internet retailing continued to further grow its value share in 2018, thanks in part to the collapse of traditional toys and games stores such as BR and Toys “R” Us. Store-based retailers have generally struggled to innovate amidst the rise of the online channel, which offers consumers a much wider choice of products, lower prices and greater convenience.

Forecast period growth to continue to be mainly driven by video games

Over the forecast period toys and games in Sweden is expected to continue to record solid current value growth, albeit weaker when compared to the review period. The industry’s performance will once again be largely driven by video games, particularly online and mobile games and in-game purchases.

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