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Traditional Toys and Games in Sweden

Publisher Euromonitor International
Published Jun 30, 2025
Length 22 Pages
SKU # EP20175025

Description

In 2024, sales growth of traditional toys and games in Sweden was modest, falling below the regional average. Notable trends included an emphasis on sustainability, inclusivity, and the kidult phenomenon, which all influenced product innovation. Collectibles and construction continued to be in demand, fuelled by nostalgia, educational benefits, and consumer preference for ethically produced items.

Euromonitor International's Traditional 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: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

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

Why buy this report?
* Get a detailed picture of the Traditional 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

22 Pages
Traditional Toys and Games in Sweden
Euromonitor International
June 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN SWEDEN
KEY DATA INSIGHTS
2024 DEVELOPMENTS
Kidult trend, collectibles and sustainability influence category performance
CHART 1 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 2 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 3 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 4 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
CHART 5 Key Trends 2024
CHART 6 Dataspelsbranschen Focused on Reducing its Climate Footprint
CHART 7 Black Myth: Wukong Among Best-Selling Games on Steam
CHART 8 Analyst Insight
CHART 9 Real GDP Growth and Inflation 2019-2029
CHART 10 PEST Analysis in Sweden 2024
CHART 11 Key Insights on Consumers in Sweden 2024
CHART 12 Consumer Landscape in Sweden 2024
TOYS AND GAMES IN SWEDEN
EXECUTIVE SUMMARY
Rise of kidults and strength of video games drive overall sales
KEY DATA INSIGHTS
INDUSTRY PERFORMANCE
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
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
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
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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