Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| List of Contents and Tables | 2 | 1 |
| Table/Chart: 1 | 2 | 1 |
| Table/Chart: Tabular Data Analysis | 2 | 1 |
| TOYS AND GAMES IN SWEDEN | 3 | 1 |
| Economic Context | 3 | 1 |
| TOYS AND GAMES IN SWEDEN | 4 | 1 |
| Toys and Games in Sweden - Industry Overview | 5 | 1 |
| Executive Summary | 5 | 1 |
| 2025 developments | 5 | 1 |
| Key Data Insights | 5 | 1 |
| Key Industry Trends | 5 | 1 |
| TOYS AND GAMES IN SWEDEN | 6 | 1 |
| Digitalisation | 6 | 1 |
| Graph - Kidults & Collectors | 6 | 1 |
| Sustainability | 6 | 1 |
| Industry Performance | 6 | 1 |
| Playstation drives digital spending as physical toys premiumise | 6 | 1 |
| Graph - TOYS AND GAMES IN SWEDEN | 7 | 1 |
| Lego and labubu attract adults as learning and sustainability become baseline | 7 | 1 |
| TOYS AND GAMES IN SWEDEN | 8 | 1 |
| Graph - BRIO World ? Never Stop Playing! | 8 | 1 |
| Graph - Chart 4 Value Sales 2020-2030 | 8 | 1 |
| TOYS AND GAMES IN SWEDEN | 9 | 1 |
| Graph - Retail rsp SEK million Current | 9 | 1 |
| What's Next? | 9 | 1 |
| Digital-first spending and premiumisation reshape value creation | 9 | 1 |
| TOYS AND GAMES IN SWEDEN | 10 | 1 |
| Kidult demand and e-commerce maturity accelerate digital transformation | 10 | 1 |
| Recurring revenue and values-driven consumption redefine business priorities | 10 | 1 |
| TOYS AND GAMES IN SWEDEN | 11 | 1 |
| Graph - Chart 6 Forecast Value Sales 2020-2030 | 11 | 1 |
| Graph - Chart 7 Forecast Value Sales by Category 2025-2030 | 11 | 1 |
| Graph - TOYS AND GAMES IN SWEDEN | 12 | 1 |
| Competitive Landscape | 12 | 1 |
| Nordisk film ab outpaces rivals as digital focus accelerates | 12 | 1 |
| TOYS AND GAMES IN SWEDEN | 13 | 1 |
| Graph - Chart 9 Brand Shares 2025 | 13 | 1 |
| Table/Chart: % Share (GBO) = Retail Value RSP = 2025 | 13 | 1 |
| Table/Chart: Tabular Data Analysis | 13 | 1 |
| TOYS AND GAMES IN SWEDEN | 14 | 1 |
| Channels | 14 | 1 |
| Retail e-commerce outpaces physical retail as omnichannel redefines shopping | 14 | 1 |
| Table/Chart: % Share (LBN) - Retail Value RSP - 2025 | 14 | 1 |
| Table/Chart: Tabular Data Analysis | 14 | 1 |
| TOYS AND GAMES IN SWEDEN | 15 | 1 |
| Graph - Retail Value RSP 2025-2030 | 15 | 1 |
| Products | 15 | 1 |
| TOYS AND GAMES IN SWEDEN | 16 | 1 |
| Platform consolidation and retail channel restructuring concentrate commercial returns among integrated operators | 16 | 1 |
| TOYS AND GAMES IN SWEDEN | 17 | 1 |
| Political | 17 | 1 |
| Graph - Economic | 17 | 1 |
| Technological | 17 | 1 |
| Graph - Chart 12 Real Gdp Growth 2020-2030 | 17 | 1 |
| Inflation | 18 | 1 |
| Graph - Annual Rates of Inflation % | 18 | 1 |
| Consumer Context | 18 | 1 |
| Population | 18 | 1 |
| Graph - Chart 14 Consumer Context for Toys and Games | 18 | 1 |
| Income and Expenditure | 18 | 1 |
| Lifestyles | 18 | 1 |
| TOYS AND GAMES IN SWEDEN | 19 | 1 |
| Graph - Growth % | 19 | 1 |
| Graph - Chart 16 Consumer Expenditure 2020-2030 | 19 | 1 |
| TOYS AND GAMES IN SWEDEN | 20 | 1 |
| Graph - Population by Generation Share of total population % | 20 | 1 |
| Country Reports Disclaimer | 20 | 1 |
| Traditional Toys and Games in Sweden - Category Analysis | 21 | 1 |
| Key Data Insights | 21 | 1 |
| 2025 Developments | 21 | 1 |
| Traditional toys and games summary | 21 | 1 |
| Key Industry Trends | 21 | 1 |
| TOYS AND GAMES IN SWEDEN | 22 | 1 |
| Blind Collectable Culture | 22 | 1 |
| Classic Reimagined | 22 | 1 |
| Mindful Play | 22 | 1 |
| Industry Performance | 22 | 1 |
| Graph - Chart 19 Lego Formula One Range | 22 | 1 |
| TOYS AND GAMES IN SWEDEN | 23 | 1 |
| Companies capitalise on adult demand to boost sales | 23 | 1 |
| Graph - Chart 20 Lego Monkey Palace | 23 | 1 |
| TOYS AND GAMES IN SWEDEN | 24 | 1 |
| Graph - Chart 21 Labubu Blind Collectable | 24 | 1 |
| TOYS AND GAMES IN SWEDEN | 25 | 1 |
| Labubu's collectable strategy inspires repeat purchases and hype | 25 | 1 |
| Graph - Chart 22 Value Sales 2020-2030 | 25 | 1 |
| Graph - TOYS AND GAMES IN SWEDEN | 26 | 1 |
| What's Next? | 26 | 1 |
| Companies expands adult-focused ranges to drive sustained growth | 26 | 1 |
| TOYS AND GAMES IN SWEDEN | 27 | 1 |
| Games and puzzles attract new audiences with collectable launches | 27 | 1 |
| Chart 24 Analyst Insight for Traditional Toys and Games | 27 | 1 |
| Multi-purpose design and sustainability influence product innovation | 27 | 1 |
| TOYS AND GAMES IN SWEDEN | 28 | 1 |
| Graph - Chart 25 Forecast Value Sales 2020-2030 | 28 | 1 |
| Graph - Chart 26 Forecast Value Sales by Category 2025-2030 | 28 | 1 |
| Graph - TOYS AND GAMES IN SWEDEN | 29 | 1 |
| Competitive Landscape | 29 | 1 |
| Lego sverige ab expands portfolio to reinforce clear leadership | 29 | 1 |
| TOYS AND GAMES IN SWEDEN | 30 | 1 |
| Chart 27 Company Shares 2025 | 30 | 1 |
| Table/Chart: % Share (GBO) = Retail Value RSP = 2025 | 30 | 1 |
| Table/Chart: Tabular Data Analysis | 30 | 1 |
| TOYS AND GAMES IN SWEDEN | 31 | 1 |
| Channels | 31 | 1 |
| Retail e-commerce surpasses offline stores as consumers seek convenience and variety | 31 | 1 |
| Table/Chart: % Share (LBN) - Retail Value RSP 2025 | 31 | 1 |
| Table/Chart: Tabular Data Analysis | 31 | 1 |
| TOYS AND GAMES IN SWEDEN | 32 | 1 |
| Traditional toy stores maintain relevance by offering specialist advice and impulse appeal | 32 | 1 |
| Graph - Chart 29 Retail Channels 2020-2025 | 32 | 1 |
| TOYS AND GAMES IN SWEDEN | 33 | 1 |
| Lego and labubu illustrate how educational architecture and scarcity mechanics are executed as deliberate product innovations | 33 | 1 |
| Portfolio diversification across age segments and release mechanics concentrates commercial returns among ip-rich manufacturers | 33 | 1 |
| TOYS AND GAMES IN SWEDEN | 34 | 1 |
| Economic Context | 34 | 1 |
| Political | 34 | 1 |
| Graph - Economic | 34 | 1 |
| Technological | 34 | 1 |
| TOYS AND GAMES IN SWEDEN | 35 | 1 |
| Graph - Real GDP Growth Real GDP Growth % | 35 | 1 |
| Graph - Chart 32 Inflation 2020-2030 | 35 | 1 |
| TOYS AND GAMES IN SWEDEN | 36 | 1 |
| Graph - Population | 36 | 1 |
| Graph - Income and Expenditure | 36 | 1 |
| Lifestyles | 36 | 1 |
| Graph - Chart 34 Population 2020-2030 | 36 | 1 |
| TOYS AND GAMES IN SWEDEN | 37 | 1 |
| Graph - Consumer Expenditure | 37 | 1 |
| Graph - Chart 36 Population by Generation 2025 | 37 | 1 |
| TOYS AND GAMES IN SWEDEN | 38 | 1 |
| Graph - Report closing date: 25 May 2026 | 38 | 1 |
| Video Games in Sweden - Category Analysis | 39 | 1 |
| Key Data Insights | 39 | 1 |
| 2025 Developments | 39 | 1 |
| Video games summary | 39 | 1 |
| Key Industry Trends | 39 | 1 |
| TOYS AND GAMES IN SWEDEN | 40 | 1 |
| Digitalisation | 40 | 1 |
| Subscriptions & Cloud | 40 | 1 |
| Hardware & Console Cycle | 40 | 1 |
| Industry Performance | 40 | 1 |
| Playstation store reshapes spending as digital takes hold | 40 | 1 |
| Graph - TOYS AND GAMES IN SWEDEN | 41 | 1 |
| Xbox game pass shifts value to access over ownership | 41 | 1 |
| Graph - TOYS AND GAMES IN SWEDEN | 42 | 1 |
| Switch 2 launch proves enthusiasts absorb premium pricing | 42 | 1 |
| TOYS AND GAMES IN SWEDEN | 43 | 1 |
| Graph - Retail rsp SEK million Current | 43 | 1 |
| Graph - Chart 41 Value Sales by Category 2025 | 43 | 1 |
| TOYS AND GAMES IN SWEDEN | 44 | 1 |
| Graph - Retail rsp SEK million Current | 44 | 1 |
| Graph - I - | 44 | 1 |
| Subscriptions and digital libraries reshape value as spend migrates online | 44 | 1 |
| TOYS AND GAMES IN SWEDEN | 45 | 1 |
| Recurring spend and access-led models transform publisher strategies | 45 | 1 |
| TOYS AND GAMES IN SWEDEN | 46 | 1 |
| Graph - Retail rsp SEK million current % Y-O-Y Growth | 46 | 1 |
| Graph - Chart 43 Forecast Value Sales by Category 2025-2030 | 46 | 1 |
| TOYS AND GAMES IN SWEDEN | 47 | 1 |
| Graph - Retail SEK million - current Value RSP CAGR 2025-2030 | 47 | 1 |
| Competitive Landscape | 47 | 1 |
| Nordisk film ab maintains lead as digital channels tighten competition | 47 | 1 |
| TOYS AND GAMES IN SWEDEN | 48 | 1 |
| Chart 44 Company Shares 2025 | 48 | 1 |
| Table/Chart: % Share (GBO) - Retail Value RSP - 2025 | 48 | 1 |
| Table/Chart: Tabular Data Analysis | 48 | 1 |
| TOYS AND GAMES IN SWEDEN | 49 | 1 |
| Channels | 49 | 1 |
| Digital storefronts capture nearly all spend as physical narrows to gifting | 49 | 1 |
| Table/Chart: % Share (LBN) - Retail Value RSP 2025 | 49 | 1 |
| Table/Chart: Tabular Data Analysis | 49 | 1 |
| TOYS AND GAMES IN SWEDEN | 50 | 1 |
| Graph - Retail Value RSP 2025-2030 | 50 | 1 |
| Products | 50 | 1 |
| TOYS AND GAMES IN SWEDEN | 51 | 1 |
| Ea play and the nintendo switch 2 illustrate how subscription design and hardware engineering are being reimagined | 51 | 1 |
| Platform consolidation and the marginalisation of physical retail structurally concentrate commercial returns among ecosystem operators | 51 | 1 |
| Economic Context | 51 | 1 |
| TOYS AND GAMES IN SWEDEN | 52 | 1 |
| Political | 52 | 1 |
| Graph - Economic | 52 | 1 |
| Technological | 52 | 1 |
| Graph - Chart 48 Real Gdp Growth 2020-2030 | 52 | 1 |
| Graph - Inflation | 53 | 1 |
| Consumer Context | 53 | 1 |
| Population | 53 | 1 |
| Graph - Chart 50 Consumer Context for Video Games | 53 | 1 |
| Income and Expenditure | 53 | 1 |
| Lifestyles | 53 | 1 |
| TOYS AND GAMES IN SWEDEN | 54 | 1 |
| Graph - Growth % | 54 | 1 |
| Graph - Chart 52 Consumer Expenditure 2020-2030 | 54 | 1 |
| TOYS AND GAMES IN SWEDEN | 55 | 1 |
| Graph - Population by Generation Share of total population % | 55 | 1 |
| Country Reports Disclaimer | 55 | 1 |
