COMPETITIVE LANDSCAPE
Lego remains most popular brand due to dominance in construction
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.
Furby and Tiptoi gain positions amid shifting demands
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.
MGA Entertainment merges with Zapf Creation to offer wider product range
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 and Spin Master to launch new toy lines in 2025
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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Overview:
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.
The Traditional 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 Traditional Toys and Games in Switzerland?
- Which are the leading brands in Traditional Toys and Games in Switzerland?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Switzerland - Category analysis
KEY DATA FINDINGS
Construction remains popular by targeting wide target audience
Lego's innovative sets drive construction’s growth among adults
Schleich uses recyclable material to meet sustainability demand
Collectibles driven by 1990s nostalgia and kidult spending
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
E-commerce is largest distribution channel while general merchandise stores grow quickly
Toys R Us Asia integrates play areas to attract broader customer base
Toys and Games in Switzerland - Industry Overview
Kidult trend contributes to sales, with brands targeting adults with nostalgic toys
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
Collectibles surge, driven by kidult trend and 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
E-commerce gains ground while retailers adopt omnichannel approach
Toys R Us Asia uses stores to create immersive brand experiences
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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