Sales of toys in Switzerland down again in 2023
Published: Friday, Mar 1st 2024, 16:41
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Mr. and Mrs. Swiss spent less on toys last year. The Swiss Toy Association (SVS) announced on Friday that even Christmas sales were unable to halt the negative trend.
Overall, sales of traditional toys fell by 5 percent to CHF 515 million in 2023. This is the second decline in a row. However, sales had risen significantly during the coronavirus crisis and peaked at CHF 560 million in 2021. Despite the decline in the last two years, sales in 2023 were still well above the pre-crisis figure of CHF 465 million.
The sharpest decline in sales in 2023 was for action figures (-13%), dolls (-11%) and outdoor products (-8%). Only the plush segment saw a slight increase (+1%).
According to the association, the current year is also likely to be "challenging". In addition to the tense economic environment, the industry is also facing increasing competition from Chinese online platforms.
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