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Toys and Games in Sweden

Publisher Euromonitor International
Published Jun 30, 2025
Length 29 Pages
SKU # EP20175122

Description

In 2024, toys and games in Sweden saw growth, driven by video games. Sustainability and inclusivity emerged as key trends, influencing product development. The rise of kidults and e-commerce significantly shaped purchasing habits, with digital distribution gaining traction. Companies are focusing on strong online platforms and eco-friendly materials to cater to consumer preferences.

Euromonitor International's Toys and Games in Sweden report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

29 Pages
Toys and Games in Sweden
Euromonitor International
June 2025
List Of Contents And Tables
TOYS AND GAMES IN SWEDEN
EXECUTIVE SUMMARY
Rise of kidults and strength of video games drive overall sales
KEY DATA INSIGHTS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Video games leads growth in toys and games
Sustainability drive and inclusivity trend influence players’ strategies
CHART 2 Dataspelsbranschen Focused on Reducing its Climate Footprint
Hasbro Nordic targets kidults with Marvel Legends range
Game Science and Hasbro embrace digital distribution and e-commerce growth
CHART 3 Black Myth: Wukong Among Best-Selling Games on Steam
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Sony gains share in concentrated competitive landscape
Embracer Group investments drive growth through decentralised, innovative approach
MGA and Zapf Creation merger to increase share
CHART 4 Analyst Insight
Nintendo confirms new console launch with controller upgrades
CHANNELS
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
ECONOMIC CONTEXT
CHART 5 Real GDP Growth and Inflation 2019-2029
CHART 6 PEST Analysis in Sweden 2024
CONSUMER CONTEXT
CHART 7 Key Insights on Consumers in Sweden 2024
CHART 8 Consumer Landscape in Sweden 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN SWEDEN
KEY DATA INSIGHTS
2024 DEVELOPMENTS
Kidult trend, collectibles and sustainability influence category performance
CHART 9 Key Trends 2024
INDUSTRY PERFORMANCE
Lego Star Wars helps drive sales of construction in local market
Hasbro and Squishmallows target adult consumers with mythology-themed products
CHART 10 Squishmallows Special Nordic Release
Simba Dickie Group awarded for sustainability efforts with recycled material
Disney Lorcana and Sylvanian Families leverage collectibles trend through communities
CHART 11 Disney Lorcana Trading Card Game
WHAT’S NEXT?
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
CHART 12 Analyst Insight
Kidult trend set to persist, driving demand for collectibles
COMPETITIVE LANDSCAPE
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
CHANNELS
Retail e-commerce overtakes physical stores as leading distribution channel
Paddington Bear partnership will enhance museum appeal and brand heritage
VIDEO GAMES IN SWEDEN
KEY DATA INSIGHTS
2024 DEVELOPMENTS
Digital content continues to drive growth of video games in Sweden
CHART 13 Key Trends 2024
INDUSTRY PERFORMANCE
Video games software buoyed by major titles and subscription services
CHART 14 Elden Ring Shadow of the Erdtree Video Game
Activision Blizzard uses subscriptions to drive World of Warcraft engagement
CHART 15 Microsoft Corp offers 12-month World of Warcraft Subscription
Konami's Silent Hill 2 remake taps into the kidult segment
WHAT’S NEXT?
Video games software set to be most dynamic performer overall
AI personalisation and new releases to boost video games
Hazelight focuses on narrative, while Infinity Nikki uses cross-platform play
COMPETITIVE LANDSCAPE
Sony strengthens leadership of consolidated competitive landscape
Embracer Group’s autonomy model and investment drive growth
CHART 16 Analyst Insight
Nintendo plans new console with improved functionality in 2025
CHANNELS
Retail e-commerce remains dominant distribution channel for video games
DreamHack boosts video game engagement through esports and partnerships
Digital sales and collectors support online game sales

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