Report cover image

Toys and Games in Switzerland

Publisher Euromonitor International
Published Jun 10, 2025
Length 29 Pages
SKU # EP20118824

Description

Toys and games in Switzerland saw a marginal decline in 2024, influenced in part by the weak performance by video games hardware amid the ongoing move towards digital gaming. Product design was influenced by the growing emphasis on sustainability and inclusivity, with manufacturers offering more ethical and environmentally-friendly options. Additionally, the kidult trend contributed to sales, as brands targeted adults with nostalgic and premium products.

Euromonitor International's Toys and Games in Switzerland 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 Switzerland
Euromonitor International
June 2025
List Of Contents And Tables
TOYS AND GAMES IN SWITZERLAND
EXECUTIVE SUMMARY
Kidult trend contributes to sales, with brands targeting adults with nostalgic toys
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
E-commerce gains ground while retailers adopt omnichannel approach
Toys R Us Asia uses stores to create immersive brand experiences
ECONOMIC CONTEXT
CHART 5 Real GDP Growth and Inflation 2019-2029
CHART 6 PEST Analysis in Switzerland 2024
CONSUMER CONTEXT
CHART 7 Key Insights on Consumers in Switzerland 2024
CHART 8 Consumer Landscape in Switzerland 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN SWITZERLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Construction remains popular by targeting wide target audience
CHART 9 Key Trends 2024
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
E-commerce is largest distribution channel while general merchandise stores grow quickly
Toys R Us Asia integrates play areas to attract broader customer base
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN SWITZERLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Further move towards digital content drives sales of video games software
CHART 13 Key Trends 2024
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
E-commerce remains dominant distribution channel
Samsung and Google announce mixed reality headset plans
COUNTRY REPORTS DISCLAIMER

Search Inside Report

Pricing

Currency Rates
How Do Licenses Work?

How Do Licenses Work?

The primary function of a report license is to define how many people within a company are authorized to use the purchased report. This is separate to how a report might be delivered. Unless specifically identified otherwise, the purchase option is Single User. Below is a helpful description of that license, along with a sampling of others most commonly offered.

  • This license allows only one user to have access to and to use/read the report. It is not one user at a time or one user group; it is an individual who will be reading and utilizing the report.

  • This license allows for the entire purchasing company to read and use the report. This is the license level that would allow for a report to be placed on an internal company shared drive for access by all employees of that direct company. This license does not extend to parent or sister company use.

  • This license is designed to allow an entire department within a company full access to a report. The departmental license is a great option for companies that have more than one location and the department is spread out all over the country/world

  • This license is for companies that have one location where they want the report to be accessible by all employees within that physical location.

  • This is the most flexible of the licensing options. Some publishers will allow you to get a license for a preset number of people (typically 5). These licenses are ideal for small work groups.

License options are at the discretion of each publisher. As such, not all licenses indicated above are available for every product. If you are uncertain of the best license for your needs or would like a license that is not proactively available, please contact us and we will be happy to assist.

Head shot

Questions or Comments?

Our team has the ability to search within reports to verify it suits your needs. We can also help maximize your budget by finding sections of reports you can purchase.
Chat Now
Contact Us