2025 Developments
Toys and games in Sweden delivered robust expansion in 2025, with value rising by 6% to SEK17,595 million, highlighting the strength of Swedish consumer fundamentals and digital adoption. The landscape is increasingly attractive, supported by stable population growth, rising consumer expenditure, and a digitally mature society that favours both digital-first spending in video games and a shift to premium, adult-oriented offerings in traditional toys and games. Successful strategies for brands in Sweden centre on digital platform integration, omnichannel presence, and the ability to meet demand for quality, sustainability, and educational value, particularly as adult buyers now play a pivotal role in driving premiumisation and collectability. To capture growth, companies must focus on recurring digital revenue models, invest in products and experiences for adult and collector segments, and ensure that sustainability and learning outcomes are embedded as standard features, while leveraging the dominance of e-commerce and adapting physical retail to serve experiential and gifting occasions.
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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?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Sweden
2025 Developments
Key Data Insights
Playstation Drives Digital Spending as Physical Toys Premiumise
Lego and Labubu Attract Adults as Learning and Sustainability Become Baseline
Digital-First Spending and Premiumisation Reshape Value Creation
Kidult Demand and E-Commerce Maturity Accelerate Digital Transformation
Recurring Revenue and Values-Driven Consumption Redefine Business Priorities
Nordisk Film Ab Outpaces Rivals as Digital Focus Accelerates
Retail E-Commerce Outpaces Physical Retail as Omnichannel Redefines Shopping
Cross-Media Ip Integration and Dual-Segment Product Architecture Emerge as the Primary Innovation Drivers
Ea Play and Lego Illustrate How Product Architecture Is Being Reimagined across Digital and Physical Play
Platform Consolidation and Retail Channel Restructuring Concentrate Commercial Returns among Integrated Operators
Traditional Toys and Games in Sweden
Key Data Insights
Traditional Toys and Games Summary
Companies Capitalise on Adult Demand to Boost Sales
Construction Leads as Mindful Play and Nostalgia Drive Value
Labubu’S Collectable Strategy Inspires Repeat Purchases and Hype
Companies Expands Adult-Focused Ranges to Drive Sustained Growth
Games and Puzzles Attract New Audiences with Collectable Launches
Multi-Purpose Design and Sustainability Influence Product Innovation
Lego Sverige Ab Expands Portfolio to Reinforce Clear Leadership
Retail E-Commerce Surpasses Offline Stores as Consumers Seek Convenience and Variety
Traditional Toy Stores Maintain Relevance by Offering Specialist Advice and Impulse Appeal
Scarcity-Managed Release Architecture and Educational Play Positioning Redefine the Innovation Agenda
Lego and Labubu Illustrate How Educational Architecture and Scarcity Mechanics Are Executed as Deliberate Product Innovations
Portfolio Diversification across Age Segments and Release Mechanics Concentrates Commercial Returns among Ip-Rich Manufacturers
Video Games in Sweden
Key Data Insights
Video Games Summary
Playstation Store Reshapes Spending as Digital Takes Hold
Xbox Game Pass Shifts Value to Access over Ownership
Switch 2 Launch Proves Enthusiasts Absorb Premium Pricing
Subscriptions and Digital Libraries Reshape Value as Spend Migrates Online
Recurring Spend and Access-Led Models Transform Publisher Strategies
Nordisk Film Ab Maintains Lead as Digital Channels Tighten Competition
Digital Storefronts Capture Nearly All Spend as Physical Narrows to Gifting
Catalogue Curation and Cross-Device Account Architecture Redefine the Innovation Brief
Ea Play and the Nintendo Switch 2 Illustrate How Subscription Design and Hardware Engineering Are Being Reimagined
Platform Consolidation and the Marginalisation of Physical Retail Structurally Concentrate Commercial Returns among Ecosystem Operators
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- 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
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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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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