What will end up under the Christmas tree this year
Published: Wednesday, Nov 22nd 2023, 10:20
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Next Friday is Black Friday. Many people will already be shopping for their Christmas presents. A survey now shows which children's toys Mr. and Mrs. Swiss will be putting under the Christmas tree in 2023.
According to a survey conducted by the Swiss Toy Association (SVS) among the largest retailers, this year consumers will be giving their children gifts such as "Squishmallows" plush toys, remote-controlled cars and dolls in addition to the perennial favorite Lego. Retailers such as Spielkiste, Manor, Galaxus, Coop and Migros were surveyed.
Lego is an absolute "evergreen", according to the communiqué. However, there are also differences depending on the retailer: while Spielkiste sees classic toys such as board games, puzzles, wooden items and creative and construction articles in particular on the rise, at Galaxus it is still Pokémon trading cards and the Brändi Dog board game that are in high demand.
According to Migros, the topic of sustainability is also becoming increasingly important. The orange giant cites the Playmobil Wiltopia line made from recycled fridges as an example.
Consumers do not save on toys
As far as the toy market in general is concerned, the coronavirus effect brought Swiss suppliers exceptionally high sales in 2021 and 2022. According to the communiqué, the industry is unlikely to be able to build on this in the current year. As at the end of September 2023, the market research company GFK Switzerland had already calculated a decline of 5.9% compared to the same period in the previous year.
However, the decline is unlikely to be that severe. The toy market generates almost half of its annual sales in the fourth quarter, according to the report. And despite gloomy consumer sentiment, the Toy Association expects Christmas sales to remain at the previous year's level, as people in Switzerland "have recently been saving on toys".
Regardless of the current expectations for Christmas sales, the toy industry is looking to the future with confidence in the market for children's toys. According to a global study, the industry expects growth of around 5% by 2030.
©Keystone/SDA
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