The toy industry is benefiting from the fact that Lego and similar systems are also becoming increasingly popular with adults. (symbolic image)
Keystone
Traditional toys are also popular in the digital age. In Switzerland, more money was once again spent on Lego, cuddly toys and the like last year.
Keystone-SDA
28.01.2025, 07:34
SDA
Overall, sales of traditional toys rose by 1.2 percent to 521 million Swiss francs in 2024, as the Swiss Toy Association announced on Tuesday. This increase follows two years of decline. After the record year 2021 with 560 million Swiss francs, sales declined in the two following years.
Building and construction kits did particularly well in 2024 with growth of 14.9%. According to the press release, this was largely due to the increasing popularity of Lego and other building block systems for adults. In addition, 8.6 percent more soft toys were purchased.
Fewer dolls
Sales of dolls, on the other hand, fell by 10.8 percent. The youth electronics category was also less in demand than in the previous year, with a decline of 6.5 percent, followed by outdoor and toys for small children with a drop of 6.4 percent.
The toy association is optimistic about the current year. "Despite economic challenges such as the flood of cheap goods from Chinese platforms, families in Switzerland are continuing to invest in high-quality toys," said SVS President Hans-Christian von der Crone in the press release. The online share of toy sales in Switzerland is around 30 percent.