Following a strong 2020, the rate of growth in retail constant value sales of traditional toys and games in Switzerland accelerated further during 2021. COVID-19 provided a boost to traditional toys and games in both 2020 and 2021.
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.
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.
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.
E-commerce will continue to grow in importance as a distribution channel for traditional toys and games throughout the forecast period, as local consumers increasingly appreciate its convenience, wide product offer and competitive pricing. Meanwhile, traditional toys and games manufacturers will increasingly explore ways to integrate physical and digital experiences.
Sustainability will continue to grow in importance. For example, LEGO revealed its first brick made of recycled plastic in June 2021.
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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 DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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