COVID-19 provided a boost to the development of traditional toys and games in value terms in 2020. Indeed, the mandated closure of schools and the shift to online classes caused by the pandemic presented an opportunity for more parents to become more interested in purchasing traditional toys and games for their children.
The pandemic disrupted the distribution landscape of traditional toys and games in Switzerland in 2020. For instance, there was a strong decline in sales through department stores, following the fall of the channel itself in Switzerland.
In terms of players, LEGO Schweiz posted a good performance in 2020, slightly increasing its value share. The players success can be in part attributed to its new range Super Mario which boosted current value sales as it yielded a higher unit price.
Following the boom from the pandemic in 2020, traditional toys and games is expected to post a negative rate of current value growth in 2021. In fact, in 2021 the current value sales level is expected to fall slightly below pre-pandemic levels of sales seen in 2019.
In the forecast period, education will, again, become the focus of traditional toys and games trends. Indeed, the pandemic has revealed the increasing willingness of parents to buy toys and games that can enhance cognitive development in young children.
Increasing demand for environment-friendly traditional toys and games is also expected to propel product demand in the forecast period. Given the growing environmental concerns among Swiss consumers, more traditional toys and games may be made with wood, organic cotton or cardboard in the forecast period, as these are the major raw materials for manufacturing environmentally products.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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