Toys and Games in Switzerland

COVID-19 impact on toys and games

While the COVID-19 pandemic has caused significant economic and societal upheaval in Switzerland, it is not expected to have a major impact on the performance of the local toys and games market in 2020. During the nationwide lockdown that began in March, the majority of retail outlets in non-grocery specialists channels – which play a key role in toys and games distribution – were closed.

COVID-19 country impact

On 13 March, the Swiss government introduced controls at all of its Schengen borders. From this date, entry into Switzerland from Italy was only permitted for Swiss citizens, people with a residence permit and those travelling for professional reasons.

Toys and games posts improved performance in value terms in 2019

While growth in total toys and games current value sales in 2019 was modest, it was up slightly on 2018. This improvement was partly due to a reduction in cross-border shopping, but was also fuelled by favourable macroeconomic conditions, population growth and other demographic trends.

LEGO Schweiz and Nintendo remain the top two players in 2019

Multinationals continued to account for the lion’s share of total current value sales in Switzerland’s fragmented toys and games market in 2019, though local players were present in many categories. LEGO Schweiz AG remained the overall leader, claiming the top position in traditional toys and games due to its dominance of the construction category.

Outlook for Swiss toys and games market remains broadly favourable

The outlook for toys and games in Switzerland over the forecast period is reasonably bright, with total current value sales projected to increase steadily. Population growth – which will be supported by stable birth rates and rising immigration – will underpin the overall expansion of the market.

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