Traditional Toys and Games in Switzerland

PRE-COVID-19 PERFORMANCE

2019 sees improved performance by traditional toys and games

After having declined in 2018, in part due to an increase in cross-border shopping and competition from video games, traditional toys and games current value sales rebounded in 2019. The return to growth was supported by multiple factors, including the fidget spinner craze during the summer months and higher spending on action figures and accessories and dolls and accessories.

Demand among adult consumers continues to rise in 2019

While young children (0-6 years) and pre-teens (7-12 years) remain the most important demographics for traditional toys and games in Switzerland, demand among adults has increased steadily in recent years. Supported by rising disposable incomes and the growing desire of many Swiss consumers to “relive” their childhoods, this trend is most visible among young adults (18-34-year-olds), especially young men.

LEGO Schweiz and Mattel remain the top two players in 2019

Multinationals continued to account for the lion’s share of traditional toys and games current value sales in Switzerland in 2019. LEGO Schweiz remained the leading company by virtue of its dominant position in construction.

2020 AND BEYOND

COVID-19 impact

Traditional toys and games value sales at constant 2019 prices are now expected to grow by 1% in 2020 in light of the impact of COVID-19. This compares to a static performance in constant value sales terms forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within traditional toys and games

Dolls and accessories is expected to post the fastest growth in value sales at constant 2019 prices in 2020. While the popularity of blind collectables will remain instrumental in driving the development of this category, value growth is expected to slow as compared to 2019.

Recovery and opportunities

The outlook for traditional toys and games over the forecast period as a whole is broadly favourable, with robust growth in total current value sales projected. Overall expansion will continue to be underpinned by population growth, which will in turn be supported by stable birth rates and rising immigration.

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