Scandinavia: Toy Market 2024

Toy Market Size in Scandinavia

In 2021, the Scandinavia toy market increased by 7% to $X, rising for the second year in a row after two years of decline. The total consumption indicated a buoyant increase from 2012 to 2021: its value increased at an average annual rate of +5.0% over the last nine-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, consumption increased by +66.8% against 2019 indices. Over the period under review, the market reached the peak level in 2021 and is likely to continue growth in the immediate term.

Toy Production in Scandinavia

In value terms, toy production declined dramatically to $X in 2021 estimated in export price. Over the period under review, production, however, enjoyed significant growth. The most prominent rate of growth was recorded in 2020 with an increase of 448% against the previous year. As a result, production attained the peak level of $X, and then declined significantly in the following year.

Toy Exports

Exports in Scandinavia

After five years of growth, shipments abroad of dolls and toys decreased by -13.8% to X tons in 2021. In general, exports, however, posted a temperate increase. The most prominent rate of growth was recorded in 2018 with an increase of 55%. Over the period under review, the exports attained the peak figure at X tons in 2020, and then fell in the following year.

In value terms, toy exports contracted modestly to $X in 2021. Total exports indicated a pronounced increase from 2012 to 2021: its value increased at an average annual rate of +3.6% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, exports increased by +99.0% against 2015 indices. The pace of growth appeared the most rapid in 2018 with an increase of 40%. The level of export peaked at $X in 2020, and then declined in the following year.

Exports by Country

In 2021, Sweden (X tons) represented the major exporter of dolls and toys, creating 71% of total exports. Finland (X tons) took the second position in the ranking, followed by Norway (X tons). All these countries together held near 29% share of total exports.

From 2012 to 2021, average annual rates of growth with regard to toy exports from Sweden stood at +2.1%. At the same time, Finland (+20.4%) and Norway (+5.1%) displayed positive paces of growth. Moreover, Finland emerged as the fastest-growing exporter exported in Scandinavia, with a CAGR of +20.4% from 2012-2021. Finland (+13 p.p.) significantly strengthened its position in terms of the total exports, while Sweden saw its share reduced by -13.6% from 2012 to 2021, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, Sweden ($X) remains the largest toy supplier in Scandinavia, comprising 74% of total exports. The second position in the ranking was taken by Norway ($X), with a 14% share of total exports.

In Sweden, toy exports expanded at an average annual rate of +2.0% over the period from 2012-2021. In the other countries, the average annual rates were as follows: Norway (+5.9% per year) and Finland (+18.2% per year).

Export Prices by Country

In 2021, the export price in Scandinavia amounted to $X per ton, growing by 13% against the previous year. In general, the export price, however, continues to indicate a relatively flat trend pattern. The level of export peaked at $X per ton in 2012; however, from 2013 to 2021, the export prices stood at a somewhat lower figure.

Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Norway ($X per ton), while Finland ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Norway (+0.8%), while the other leaders experienced a decline in the export price figures.

Toy Imports

Imports in Scandinavia

Toy imports expanded rapidly to X tons in 2021, picking up by 15% on the year before. The total import volume increased at an average annual rate of +2.5% from 2012 to 2021; the trend pattern remained relatively stable, with only minor fluctuations being observed throughout the analyzed period. As a result, imports reached the peak and are likely to continue growth in the immediate term.

In value terms, toy imports skyrocketed to $X in 2021. The total import value increased at an average annual rate of +2.5% over the period from 2012 to 2021; the trend pattern remained relatively stable, with only minor fluctuations being recorded in certain years. As a result, imports reached the peak and are likely to continue growth in the immediate term.

Imports by Country

In 2021, Sweden (X tons) represented the major importer of dolls and toys, mixing up 57% of total imports. It was distantly followed by Norway (X tons) and Finland (X tons), together comprising a 43% share of total imports.

Sweden was also the fastest-growing in terms of the dolls and toys imports, with a CAGR of +3.2% from 2012 to 2021. At the same time, Norway (+2.1%) and Finland (+1.0%) displayed positive paces of growth. Sweden (+3.3 p.p.) significantly strengthened its position in terms of the total imports, while Finland saw its share reduced by -2.3% from 2012 to 2021, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, the largest toy importing markets in Scandinavia were Sweden ($X), Norway ($X) and Finland ($X).

Sweden, with a CAGR of +3.1%, saw the highest rates of growth with regard to the value of imports, in terms of the main importing countries over the period under review, while purchases for the other leaders experienced more modest paces of growth.

Import Prices by Country

In 2021, the import price in Scandinavia amounted to $X per ton, with an increase of 9.3% against the previous year. Overall, the import price, however, continues to indicate a relatively flat trend pattern. The level of import peaked at $X per ton in 2013; however, from 2014 to 2021, import prices failed to regain momentum.

Average prices varied somewhat amongst the major importing countries. In 2021, amid the top importers, the country with the highest price was Norway ($X per ton), while Sweden ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Norway (+0.4%), while the other leaders experienced a decline in the import price figures.

Source: IndexBox Platform