The competitive landscape of traditional toys and games in Sweden became increasingly fragmented over 2019-2024. The top five global companies accounted for 60% share of value sales in 2024, a decrease from 62% in 2019.
Silverlit Toys Manufactory Ltd experienced a significant increase in sales and value share within remote control toys during the year, driven by the launch of new products, including the Robo Rapidfire (a 2-in1 remote control blasting robot) and 360 Cross Flash (a remote control vehicle that can perform stunts and flips). The company's growth was supported by its focus on high-quality products and technological innovation.
The merger of MGA Entertainment and Zapf Creation AG in 2024 is expected to have a significant impact on traditional toys and games. The newly formed MGA Zapf Creation GmbH will be able to leverage MGA's innovative approach and Zapf's expertise in dolls and accessories to develop new products.
Mattel has launched a new line of Minecraft action figures based on the new Minecraft film. The figures feature fan-favourite characters such as Steve, Creeper, Skeleton, and Wolf, each with authentic, game-inspired details.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Sweden with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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