The Swiss Toy Market
Report by Peter Gygax, chairman of the Swiss Toy Association, on occasion of the Swiss toy fair 2003.
After a period of consolidation – an upturn in sight!
The market and its area of influence and interest
During the first six months of the year the market was stable and resistant despite of geopolitical and economic changes.
The retail trade mainly suffered under the beautiful weather which slowed down remarkably the buying pleasure and the frequencies at the point of sale.
Projections of the IHA-GfK Hergiswil and of the Swiss Association (SVS) showed a decrease of 5 % for the first six months compared with the same period of the preceding year. In consideration of the negative change of selling surfaces, this result is very important.
Sharing in the market
The changes which started in 2002 came now fully into effect. In general, the development towards the large-surface points of sale can now be clearly stated. Migros and Manor increased in importance. Coop incl. EPA strongly progressed. King Jouet will open two more branches in the next days. However, toy specialists speak of a positive trend. The succession of some traditional shops are settled. For instance, the Zwimpfer AG, in Bern, is a good example how this question can be regulated in the best possible way. Strong movements can be seen at baby shops. Here, the Casa Bambi in Lyssach shows, that in this field the growth of surfaces is still possible and can be put into practice.
Products and trends
Good weather articles were fully in the trend. The whole outdoor and sports toys increased by 37 %. The lines "building kits" and "Kreativ" went down, which seems logical as children’s playing attitudes are mainly influenced by the weather and the environment. The big winners and trendsetters during the first 6 months were products with Manga-licenses. "Manga" are Japanese comics which as print or TV series inspire children. "Bayblades" and "Yu-Gi-Oh" are bestsellers and will probably continue their triumphant march. Even "Pokémon" had new sales records with cards and interactive games.
Prospect
The toy trade in general spoke of a positive 2nd Semester 2003. According to toy experts traditional toys like wooden trains, dolls creative or construction games will have a renaissance. After a long and hot summer, where children played outside, indoor pleasures are now in focus. Traditional play values will be the winners. Approaching Christmas will also give a welcome push to the toy trade.
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