COMPETITIVE LANDSCAPE
Hasbro's Star Wars struggles; Ravensburger's Lorcana success driven by expansion
The competitive landscape of traditional toys and games in Sweden became increasingly fragmented over 2019-2024. The top five global companies accounted for 60% share of value sales in 2024, a decrease from 62% in 2019.
Silverlit benefits from new products and international sales expansion
Silverlit Toys Manufactory Ltd experienced a significant increase in sales and value share within remote control toys during the year, driven by the launch of new products, including the Robo Rapidfire (a 2-in1 remote control blasting robot) and 360 Cross Flash (a remote control vehicle that can perform stunts and flips). The company's growth was supported by its focus on high-quality products and technological innovation.
MGA Entertainment merger to leverage doll expertise and expand presence
The merger of MGA Entertainment and Zapf Creation AG in 2024 is expected to have a significant impact on traditional toys and games. The newly formed MGA Zapf Creation GmbH will be able to leverage MGA's innovative approach and Zapf's expertise in dolls and accessories to develop new products.
Mattel launches Minecraft action figures ahead of film premiere
Mattel has launched a new line of Minecraft action figures based on the new Minecraft film. The figures feature fan-favourite characters such as Steve, Creeper, Skeleton, and Wolf, each with authentic, game-inspired details.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Sweden 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.
If you're in the Traditional Toys and Games industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in Sweden 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 Traditional Toys and Games in Sweden?
- Which are the leading brands in Traditional Toys and Games in Sweden?
- How are products distributed in Traditional Toys and Games in Sweden?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Sweden?
- 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?
Traditional Toys and Games in Sweden - Category analysis
KEY DATA INSIGHTS
Kidult trend, collectibles and sustainability influence category performance
Lego Star Wars helps drive sales of construction in local market
Hasbro and Squishmallows target adult consumers with mythology-themed products
Simba Dickie Group awarded for sustainability efforts with recycled material
Disney Lorcana and Sylvanian Families leverage collectibles trend through communities
Construction to drive sales, while parents are set to increasingly search for STEM-based toys and games
LEGO Group's sustainability efforts and innovation resonate with consumers
Kidult trend set to persist, driving demand for collectibles
Hasbro's Star Wars struggles; Ravensburger's Lorcana success driven by expansion
Silverlit benefits from new products and international sales expansion
MGA Entertainment merger to leverage doll expertise and expand presence
Mattel launches Minecraft action figures ahead of film premiere
Retail e-commerce overtakes physical stores as leading distribution channel
Paddington Bear partnership will enhance museum appeal and brand heritage
Toys and Games in Sweden - Industry Overview
Rise of kidults and strength of video games drive overall sales
Video games leads growth in toys and games
Sustainability drive and inclusivity trend influence players’ strategies
Hasbro Nordic targets kidults with Marvel Legends range
Game Science and Hasbro embrace digital distribution and e-commerce growth
Video games to retain dominance of toys and games in Sweden
Consumer behaviour shaped by digital purchases, eco awareness, and nostalgia
Adapting traditional toys and games with digital options for broader gaming audience
Sony gains share in concentrated competitive landscape
Embracer Group investments drive growth through decentralised, innovative approach
MGA and Zapf Creation merger to increase share
Nintendo confirms new console launch with controller upgrades
Retail e-commerce dominates toys and games distribution due to convenience
Retail offline remains important for traditional toys and games
DreamHack events boost game exposure and merchandise sales
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy 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 report originates from Passport, our Traditional Toys and Games research and analysis database.
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