Toys and Games in Sweden

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in Sweden 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the Toys and Games industry in Sweden, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Toys and Games in Sweden 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 Toys and Games in Sweden?
  • Which are the leading brands in Toys and Games in Sweden?
  • How are products distributed in Toys and Games in Sweden?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Sweden?
  • 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?

Toys and Games in Sweden

Rise of kidults and strength of video games drive overall sales
Chart 1 Key Trends 2024
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
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
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
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
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in Sweden 2024
Chart 7 Key Insights on Consumers in Sweden 2024
Chart 8 Consumer Landscape in Sweden 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Sweden

KEY DATA INSIGHTS

Kidult trend, collectibles and sustainability influence category performance
Chart 9 Key Trends 2024
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
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
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
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

Digital content continues to drive growth of video games in Sweden
Chart 13 Key Trends 2024
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
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
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
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
Download table of contents
The following categories and subcategories are included:

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
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

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This report originates from Passport, our Toys and Games research and analysis database.

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