Toys and Games in Sweden

COVID-19 impact on toys and games

Toys and games is expected to see a better overall performance in 2020 in Sweden compared to 2019. The lack of restrictions imposed in the country during the COVID-19 pandemic has meant that most stores have remained open.

COVID-19 country impact

There have been no restrictions or lockdowns in Sweden, except for a ban on gatherings of more than 50 people that was introduced on 29 March (except for schools and workplaces). There have been recommendations from the Public Institute of Health that people should not travel outside of the country or even inside the country, unless absolutely necessary, but no strict rules were in place to limit this.

Price and convenience are important drivers of toys and games sales

As in many other consumer goods industries, important drivers for purchases of toys and games in Sweden are attractive or competitive prices and convenience. Discount hunting is a key trend that was observed in toys and games in Sweden in 2019.

Sustainability features strongly in toys and games

Sustainability is an important consideration that continued among both manufacturers and consumers of toys and games in Sweden in 2019. In terms of manufacturers’ material usage for both the products and their packaging, there was a visible movement away from chemicals, toxic materials, and plastics, and a greater preference for longer-lasting, durable materials such as wood.

Positive growth for toys and games will still be driven by video games

Over the forecast period, toys and games in Sweden is expected to continue to record positive value growth, although at a slower rate when compared to the review period, partly in view of consumers’ price sensitivity and search for good deals. COVID-19 is likely to heighten Swedes’ price consciousness in the forecast period and benefit sales through e-commerce and out-of-town mass merchandisers, while also keeping sales of traditional toys and games mainly seasonal.

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