Category concentration in Switzerland increased over the review period, with the top five global companies accounting for 60% share of value sales in 2024, compared to 56% in 2019, and exceeding the Western Europe average of 41%. Lego remained the most popular brand overall, gaining further share in 2024 due to its dominance of the largest value category, construction.
Rankings within traditional toys and games experienced shifts in 2024, owing to evolving consumer preferences and product innovation. Specifically, in plush, Hasbro's Furby moved to second position, displacing FurReal Friends to third, driven by demand for tech-enhanced toys.
In July 2024, MGA Entertainment Inc merged with Zapf Creation AG to form MGA Zapf Creation GmbH. MGA Entertainment Inc is a developer, manufacturer and marketer of toys and entertainment products for children.
Hasbro has plans to launch Furby Minis in 2025, featuring 1-inch collectible figures in various party themed characters such as disco balls, cakes and pizzas with the aim of encouraging gifting. In addition, to mark Monopoly’s 90th anniversary, an app-assisted version will be released by Hasbro in August 2025, offering streamlined banking and mini-games in an attempt to enhance the classic gameplay experience.
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Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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.
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 definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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