Swiss toy sales climb in 2025 as puzzles and cool math games dominate
The Swiss toy market saw steady growth in 2025, with traditional toy sales rising by 5.7% to CHF 555 million. Online shopping also played a key role, increasing by 13% compared to the previous year.
Games and puzzles led the way as the top-selling category, with sales jumping by 16.9%. Building blocks followed closely, growing by 13.7%, while collectible figures and accessories rose by 11.3%. Brands like Lego and Pokémon helped push these numbers higher.
Overall, the number of toys sold climbed by 6.8%. However, the average price per toy dropped by 1.1%, likely due to discounts and lower-priced collectibles. Some categories struggled, with dolls falling by 6.9% and toy vehicles by 5.1%.
In neighbouring Germany, the toy market expanded by 3% in 2025. Ravensburger's core business—games, puzzles, and books—also grew by 3%, despite the company's total sales declining by 5.9% to €744 million. Meanwhile, Playmobil's German sales fell by 8% to around €104 million.
The Swiss toy industry's growth in 2025 was driven by strong demand for cool math games, puzzles, and building sets. Online sales and popular brands contributed significantly, though price reductions and weaker demand for dolls and vehicles shaped the market. Germany's toy sector showed mixed results, with some companies facing declines despite overall growth.
Read also:
- India's Agriculture Minister Reviews Sector Progress Amid Heavy Rains, Crop Areas Up
- Over 1.7M in Baden-Württemberg at Poverty Risk, Emmendingen's Housing Crisis Urgent
- Life Expectancy Soars, But Youth Suicide and Substance Abuse Pose Concern
- Cyprus, Kuwait Strengthen Strategic Partnership with Upcoming Ministerial Meeting
