Overall, toys and games in Switzerland continued to see positive, if slower, retail current value growth in 2023. Traditional toys and games witnessed a strong decline in retail current value sales, although this was offset by further fast growth for video games.
Financial tensions and economic uncertainty amid ongoing global difficulties exerted upward pressure on unit prices and limited spending on non-essential products, which included toys and games for many consumers. Thus, many consumers preferred to save money, or at least limit expenditure, rather than spend on “mere” entertainment items, even on holidays.
There were no major changes in the competitive landscape of toys and games in Switzerland in 2023. The leading companies continued to benefit from large portfolios, high levels of brand and product recognition and strong innovative leadership with a high focus on established and evolving consumer trends and interests.
Following spikes in 2020 and 2021, retail e-commerce’s share of value sales of traditional toys and games dropped slightly over 2022 and 2023, while remaining much higher than in 2020. Many consumers still preferred to shop for new toys and games in physical stores, in order to see and touch, and possibly test, the product before purchasing.
Traditional toys and games is projected to see a slow upturn in retail value (constant 2023 prices) sales from 2025-2026. However, the performance of traditional toys and games is set to continue to be impacted by the economic situation in the market and globally.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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