Competitive Landscape
Lego Sverige Ab Expands Portfolio to Reinforce Clear Leadership
Traditional toys and games in Sweden remained moderately concentrated in 2025, with the leading company, LEGO Sverige AB, holding a value share of 30%. The top four companies collectively account for a significant portion of total value sales, reflecting an increase in concentration compared to 2020, when LEGO ’s share was 23%.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Sweden?
- Which are the leading brands in Traditional Toys and Games in Sweden?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Sweden - Category analysis
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
Toys and Games in Sweden - Industry Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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