Traditional Toys and Games in Switzerland

PROSPECTS

Board games and construction toys set to remain popular

Consumers were increasingly exposed to digital media and technology. The trend towards technology was also apparent in traditional toys and games, with strong demand for electronic robots in 2017.

Young children generate the largest share of sales

In Switzerland, the number of annual births increased steadily since 2012. A continuously growing population due to increased immigration was one reason for the high number of births.

Licensed toys expected to remain popular with children

Although there were a number of new children’s films released, licensed traditional toys and games experienced a moderate performance during 2017. In particular, action figures and accessories, which is highly dependent on film releases, declined in current retail value terms.

COMPETITIVE LANDSCAPE

Lego sales expected to recover

Within traditional toys and games construction was the largest category, which accounted for one fifth of retail value sales in 2017. One reason for the high share of construction was the popularity of the Lego brand, which steadily boosted construction sales throughout the review period.

Spin Master best performer in 2017

In 2017, the multinational company Spin Master International recorded the strongest current retail value growth within total traditional toys and games. The company offered a wide portfolio of successful products within toys.

International brands set to continue to dominate traditional toys and games

By and large in Switzerland traditional toys and games remained dominated by multinational companies that offered a wide range of brands. The top four players in overall traditional toys and games in 2017 were all multinationals.

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