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Traditional Toys and Games in
Switzerland

Country Report

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Executive Summary

Jun 2019
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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Traditional Toys and Games in Switzerland

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Overview

Discover the latest market trends and uncover sources of future market growth for the Traditional Toys and Games industry in Switzerland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Traditional Toys and Games industry in Switzerland, our research will save you time and money while empowering you to make informed, profitable decisions.

The Traditional Toys and Games in Switzerland market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Traditional Toys and Games in Switzerland?
  • What are the major companies Switzerland?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Traditional Toys and Games in Switzerland - Category analysis

HEADLINES

PROSPECTS

Collectibles sales soar, while games and puzzles hold less appeal
Internet retailing continues to gather momentum, while licensed toys are an important draw for manufacturers
Toys aimed at the 0-6-year-old age group continue to generate the largest share of sales

COMPETITIVE LANDSCAPE

LEGO Schweiz set to bounce back with innovative and licensed products
GraviTrax captures children’s imagination, while Spin Master International Sarl continues to make inroads
Multinationals are winning the game

CATEGORY DATA

Table 1 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 2 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 3 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 4 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 5 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 6 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 7 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 8 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 9 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 10 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 12 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Toys and Games in Switzerland - Industry Overview

EXECUTIVE SUMMARY

Greater spending power boosts toys and games
Traditional toys and games struggles, while video games offers better growth potential
Leader LEGO Schweiz AG is not immune from the struggles of traditional toys and games
Internet retailing is increasingly influential, but consumers still like to browse
A more modest performance is predicted as sales slow down

MARKET DATA

Table 13 Sales of Toys and Games by Category: Value 2013-2018
Table 14 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 16 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 17 Distribution of Toys and Games by Format: % Value 2013-2018
Table 18 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 19 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources