Traditional Toys and Games in Switzerland

PROSPECTS

Collectibles sales soar, while games and puzzles hold less appeal

There is growing demand for blind collectibles, especially LOL Surprise! (MGA Entertainment Inc), Hatchimals (Spin Master International Sarl) and Squishies (Brainseed Factory), which mostly target those under 13 years old. Big manufacturers are also offering their own versions of collectibles, such as LEGO Schweiz, Mattel AG and Hasbro Inc, to capitalise on this rising trend.

Internet retailing continues to gather momentum, while licensed toys are an important draw for manufacturers

Online sales of traditional toys and games continue to increase and the internet retailing channel is thus expected to grow its share of the category over the forecast period as digitalisation strengthens. Internet retailing increased its value share by a percentage point in 2018 over 2017 and is rising at the expense of leading channel traditional toys and games stores.

Toys aimed at the 0-6-year-old age group continue to generate the largest share of sales

In Switzerland, the birth rate has remained steady since 2013. A continually growing population due to increased immigration has also contributed to sales growth in toys and games.

COMPETITIVE LANDSCAPE

LEGO Schweiz set to bounce back with innovative and licensed products

Toys “R” Us’s bankruptcy in the US led to 10 of its stores in Switzerland being bought by Smyths Toys HQ UC, which has subsequently become one of the biggest toy retailers in the country. Although some big traditional toys and games manufacturers such as LEGO Schweiz and Hasbro Schweiz AG suffered from the bankruptcy, they remain optimistic for the forecast period.

GraviTrax captures children’s imagination, while Spin Master International Sarl continues to make inroads

The construction category is seeing growing demand for GraviTrax (Ravensburger AG). GraviTrax is an interactive track system in which consumers, both children and adults, can design and build their own marble runs and experiment with gravity, magnetism and kinetics to propel the marble to the finish.

Multinationals are winning the game

In Switzerland traditional toys and games remains dominated by multinational companies that offer a wide range of brands. The top four players in overall traditional toys and games in 2018 were all multinationals.

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