In 2022, retail value growth of the overall toys and games industry slowed considerably in Switzerland, chiefly due to a decline in sales of traditional toys and games. However, this decline was the consequence of significant growth noted during 2020 and 2021, driven by the outbreak of COVID-19 and heightening time spent within the household.
Sustainability became increasingly important in traditional toys and games, with manufacturers and retailers incorporating eco-focused strategies into their business models. Brick-and-mortar stores dedicated space to displaying sustainable toys, while manufacturers offered recycled alternatives, natural materials and recyclable packaging.
LEGO Schweiz AG retained its leading position in Switzerland in 2022, followed by Japanese giant Nintendo, leading video game sales. Despite its lead, Nintendo saw a drop in share in 2022 due to heightened competition from Sony’s PlayStation.
The outbreak of COVID-19 led to changes in the distribution landscape of traditional toys and games in Switzerland. Due to increased time spent within the household, there was a significant shift in demand towards e-commerce, benefiting retailers with an e-commerce presence.
Following a significant slowdown in 2022, stable positive sales is expected across the forecast period, with growth from companies that combine digital and physical elements, focusing on omnichannel strategies. Companies in Switzerland will also be prioritising sustainability to meet regulatory requirements while addressing growing consumer demand for environmentally-friendly products.
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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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