🇬🇧 Årets julklapp 2025

​🇸🇪 Interesting facts about Life in Sweden!

​Every year, the HUI organization, which studies the retail trade situation, presents Årets julklapp - The Christmas Gift of the Year. The gift is presented in mid-November – thus, it is not really the most purchased gift by Swedes in that year. Instead, the choice reflects trends and sentiments in the Swedish society.

​Imagine my surprise when my alarm clock rang, and my phone announced in the notifications that Årets julklapp 2025 is... an adult toy. Gifts are usually very family-friendly, but not in that way!

...But those are just my dirty thoughts, because it refers to stress-relieving coloring books, complex LEGO sets, collectible figures, etc. ;)

​The Swedish Årets julklapp is chosen based on three criteria:

•​It reflects the times in which Swedish society lives

• ​It sells in large quantities or has a high value in terms of sales

• ​It must be something new this year or something that has sparked a renewed, strong interest

​In its press release, HUI motivates this year's choice as follows:

​💬 "Sweden's birth rate is historically low, and entertainment and screens compete for children's attention. Consequently, the toy industry has been struggling for several years. We are now seeing a shift where an increasing portion of the target group for toys consists of adults who buy them for themselves. Examples of adult toys include advanced construction kits, coloring books with detailed patterns, or figures that can also be collectible items."

​💬 "The 'Kidult' trend, where adults engage in activities traditionally associated with children, has become more common in recent years, both in broader popular culture and in consumption. Among adults, toys as a hobby have moved from a niche to the mainstream and have become a way to build a community with other people who share similar interests, including through social media."

​💬 "The toy industry has had many tough years, partly due to falling birth rates and partly because screens and other activities compete for children's time. Therefore, the toy industry has sought new target groups for a new type of product. We are now seeing a shift where an increasing percentage of sales in the toy industry are products aimed at adults,' explains Emma Hernell, CEO of HUI Research."

​Are you tempted? 

​Source: HUI research press release