Toys and Games in Switzerland

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in Switzerland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the Toys and Games industry in Switzerland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Toys and Games in Switzerland report includes:

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

This report answers:

  • What is the market size of Toys and Games in Switzerland?
  • Which are the leading brands in Toys and Games in Switzerland?
  • How are products distributed in Toys and Games in Switzerland?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Switzerland?
  • How has retail disruption following COVID-19 and national lockdown impacted sales?
  • Where is future growth expected to be most dynamic?
  • Is it more important to appeal to children or adults?

Toys and Games in Switzerland

Kidult trend contributes to sales, with brands targeting adults with nostalgic toys
Chart 1 Key Trends 2024
Video games leads sales despite overall value decline
SVS protests unfair competition from Asian online marketplaces
Schleich replaces PVC with recyclable TPE to meet demand
Chart 2 Analyst Insight
Collectibles surge, driven by kidult trend and nostalgia
Chart 3 Pokémon to One Piece: Collectibles Surge as Kidults Embrace Nostalgia
Video games set to record fastest growth over forecast period
Kidult trend impacts toys and games, while challenges arise
E-commerce to drive distribution but in-store experiences can create tangible experiences
Lego gains share to remain most popular brand overall
Tiptoi and Furby drive interest in interactive and tech-integrated designs
MGA merges with Zapf, Niantic divests and Ubisoft takeover considered
Hasbro, Spin Master and Nintendo launch new products in 2025
Chart 4 Nintendo Switch 2 to Launch in June 2025, Aiming to Redefine Gaming Experience
E-commerce gains ground while retailers adopt omnichannel approach
Toys R Us Asia uses stores to create immersive brand experiences
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in Switzerland 2024
Chart 7 Key Insights on Consumers in Switzerland 2024
Chart 8 Consumer Landscape in Switzerland 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Switzerland

KEY DATA FINDINGS

Construction remains popular by targeting wide target audience
Chart 9 Key Trends 2024
Lego's innovative sets drive construction’s growth among adults
Schleich uses recyclable material to meet sustainability demand
Chart 10 Schleich Shifts to Recyclable TPE in 2024, Embracing Demand for Greener, Safer Toys
Collectibles driven by 1990s nostalgia and kidult spending
Chart 11 Analyst Insight
Swiss Toy Association raises concerns over unregulated online marketplaces
Construction is expected to continue to drive sales of traditional toys and games
Tech integration and e-commerce to redefine traditional toys and games
Sustainable toys set to shape market evolution
Lego remains most popular brand due to dominance in construction
Furby and Tiptoi gain positions amid shifting demands
MGA Entertainment merges with Zapf Creation to offer wider product range
Hasbro and Spin Master to launch new toy lines in 2025
Chart 12 Hasbro Targets Gift Market with Furby Minis Release in 2025
E-commerce is largest distribution channel while general merchandise stores grow quickly
Toys R Us Asia integrates play areas to attract broader customer base

Video Games in Switzerland

KEY DATA FINDINGS

Further move towards digital content drives sales of video games software
Chart 13 Key Trends 2024
Video games software remains largest and most dynamic category overall
Xbox Cloud Gaming expands offerings via “Bring Your Own Games” program
Chart 14 Xbox Cloud Gaming Adds New Feature for Streaming Personal Game Libraries
No Man's Sky uses AI to transform user engagement and personalisation
Subscription services drive digital games’ value upward
Chart 15 Analyst Insight
Video games software to drive overall category growth
Cloud gaming and personalisation transform gaming habits and spending
Mobile strategies, e-sports, and premium offerings to drive growth
Top companies gain share amid growth of mobile games
BANDAI NAMCO and Krafton expand games portfolios to solidify positions
Chart 16 Krafton Introduces Next-Generation Games to Expand Its Online Gaming Presence
Niantic sells gaming division to Scopely; Ubisoft explores buyout options
Switch 2, GTA 6, Assassin’s Creed, and Monster Hunter release dates loom
E-commerce remains dominant distribution channel
Samsung and Google announce mixed reality headset plans

COUNTRY REPORTS DISCLAIMER

Download table of contents
The following categories and subcategories are included:

Toys and Games

    • Action Figures and Accessories
    • Arts and Crafts
    • Baby and Infant
    • Construction
    • Dolls and Accessories
    • Dress-Up and Role Play
    • Games and Puzzles
    • Model Vehicles
    • Outdoor and Sports
    • Plush
    • Pre-School
    • Remote Control Toys
    • Ride-On Vehicles
    • Scientific/Educational
    • Other Traditional Toys and Games
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

See all of our definitions
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This report originates from Passport, our Toys and Games research and analysis database.

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