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Toys and Games in Switzerland
June 2022
Toys and games in 2021: The big picture
Following a strong 2020, the rate of growth in retail constant value sales of traditional toys and games in Switzerland continued to accelerate during 2021. COVID-19 continued to provide significant support to demand, with games and puzzles remaining by far the top performer, followed by construction.
2021 key trends
Sustainability is growing in importance in traditional toys and games, with both manufacturers and retailers increasingly incorporating it into their business models. A growing number of retail outlets are dedicating an area within their shop to display sustainable toys, while some toy makers are now offering recycling and re-using alternatives for old toys, using more natural materials and recyclable packaging.
Competitive landscape
LEGO Schweiz remained the largest player in traditional toys and games during 2021, having increased its value share since the onset of the pandemic due to the strong performance of construction. The players success can also be partly attributed to its new range Super Mario, which proved popular even though it has a higher price point than most LEGO products.
Retailing developments
The pandemic disrupted the distribution landscape of traditional toys and games in Switzerland, with a significant shift in demand towards e-commerce. In fact, e-commerce’s value share has now surpassed that of traditional toys and games stores.
What next for toys and games?
The rate of growth in retail constant value sales of traditional toys and games will slow significantly during 2022 and remain relatively subdued throughout the forecast period. As COVID-19 restrictions are eased and daily life normalises, demand for traditional toys and games will suffer something of a hangover.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Switzerland 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 Switzerland, 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 Switzerland 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 Switzerland?
Which are the leading brands in Toys and Games in Switzerland?
How are products distributed in Toys and Games in Switzerland?
How is the rise of e-commerce impacting the retail landscape and traditional outlets?
What are the key safety regulations to observe in Switzerland?
How has retail disruption following COVID-19 and national lockdown impacted sales?
Where is future growth expected to be most dynamic?
Is it more important to appeal to children or adults?
Toys and Games in Switzerland
EXECUTIVE SUMMARY
Toys and games in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for toys and games?
MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2016-2021Table 2 Sales of Toys and Games by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Toys and Games: % Value 2017-2021Table 4 LBN Brand Shares of Toys and Games: % Value 2018-2021Table 5 Distribution of Toys and Games by Format: % Value 2016-2021Table 6 Forecast Sales of Toys and Games by Category: Value 2021-2026Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Traditional Toys and Games in Switzerland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic effect continues to drive vigorous growth
Manufacturers and retailers pay more attention to sustainability
Increased popularity of construction buoys leader LEGO Schweiz
PROSPECTS AND OPPORTUNITIES
Post-pandemic hangover will weigh on demand growth
E-commerce will consolidate its position as the leading distribution channel
Sustainability is set to go mainstream
CATEGORY DATA
Table 8 Sales of Traditional Toys and Games by Category: Value 2016-2021Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2016-2021Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2016-2021Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2017-2021Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2018-2021Table 13 Distribution of Traditional Toys and Games by Format: % Value 2016-2021Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2021-2026Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2021-2026Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2021-2026
Video Games in Switzerland
KEY DATA FINDINGS
2021 DEVELOPMENTS
Easing of pandemic restrictions slows demand growth
Static console sales hampered by supply shortage
Mobile and online gaming are increasingly mainstream
PROSPECTS AND OPPORTUNITIES
Demand will suffer a post-pandemic hangover
Smartphones will help to push hand-held consoles towards obsolescence
Reduced pricing will help to push AR/VR headsets towards the mainstream
CATEGORY DATA
Table 17 Sales of Video Games by Category: Value 2016-2021Table 18 Sales of Video Games by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of Video Games: % Value 2017-2021Table 20 LBN Brand Shares of Video Games: % Value 2018-2021Table 21 NBO Company Shares of Video Games Hardware: % Value 2017-2021Table 22 LBN Brand Shares of Video Games Hardware: % Value 2018-2021Table 23 NBO Company Shares of Video Games Software: % Value 2017-2021Table 24 Distribution of Video Games by Format: % Value 2016-2021Table 25 Distribution of Video Games Hardware by Format: % Value 2016-2021Table 26 Distribution of Video Games Software by Format: % Value 2016-2021Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2016-2021Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2016-2021Table 29 Forecast Sales of Video Games by Category: Value 2021-2026Table 30 Forecast Sales of Video Games by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Toys and Games
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
Hand-Held Consoles
Static Consoles
AR/VR Headsets
Computer Games (Physical)
Console Games (Physical)
Computer Games (Digital)
Console Games (Digital)
Online Games
Mobile Games
Console Games (Physical)
Console Games (Digital)
Computer Games (Physical)
Computer Games (Digital)
Online Games
Mobile Games
Computer Games (Game Sales)
Console Games (Game Sales)
Online Games (Game Sales)
Mobile Games (Game Sales)
Computer Games (In-Game Purchases)
Console Games (In-Game Purchases)
Online Games (In-Game Purchases)
Mobile Games (In-Game Purchases)
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This report originates from Passport, our Toys and Games research and analysis database.
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