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Toy industry in Scandinavia - statistics & facts

The domestic toy markets in Scandinavia are very different. In general, the toy industry is constantly changing and dependent on trends.

Denmark

In Denmark, the number of enterprises in the manufacture of toys was relatively high compared to other Scandinavian countries. In recent years, it increased from 727 companies in 2008 to 865 companies in 2018. That same year, there were almost 4.1 thousand people working for these toy manufacturing enterprises. Generally, the domestic toy consumer price index remained stable in recent months. In June 2020, the CPI of games, toys and hobby supplies in Denmark was measured at 107, where 2015 equals 100. The CPI measures changes in the average cost of most consumer goods and services. It also reports inflation and deflation (rising and falling prices).

Lego

In 2018, Lego was one of the top ranked toy companies in the world based on revenue, ahead of such companies as Mattel and Hasbro. Lego is a Danish toy production company headquartered in Billund, Denmark. Besides manufacturing LEGO-brand toys, the group operates several amusement parks around the world (LEGOLAND Resorts) as well as their own retail stores. From 2009 to 2016, the company’s average employee number increased constantly, peaking at almost 17 thousand people by the end of this period. In the following years, numbers declined somewhat. In 2019, the number of employees amounted to roughly 16 thousand.

Norway

In Denmark’s neighboring country Norway, the number of establishments in the manufacture of games and toys was significantly lower. In the past years, the highest number of companies was registered in 2017, reaching 37. In the following year it decreased to 32 toy manufacturers. As of 2018, Norwegian manufacturers generated a total revenue of 32 million Norwegian kroner through toys and games sales. The consumer price index of games, toys and hobby supplies in Norway as an annual average was constant within this period. In 2019, it was measured at 101.7, with 2015 equaling 100.

Sweden

From 2008 to 2018, in the Swedish industry for games and toys, the number of registered companies ranged between 200 and 250. During the period of consideration, the most games and toys enterprises were recorded in 2018, reaching 248. That same year, the company number in the toyshop industry was even higher and amounted to 327. Regarding the CPI of toys, it was similar to other Scandinavian countries – in the past months it did not change significantly and was measured at 122.03 in July 2020, with 1980 equaling 100.

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Toy industry in Scandinavia

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Denmark's international trade

Norway's international trade

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