Do you remember the video camera, the audiobook, the robot vacuum cleaner or last year’s home-knitted garment?
For the thirty-sixth year in a row, the research company Hui Research presents this year’s Christmas present.
Board games are actually a classic Christmas gift, but rediscovered by new generations, according to CEO Emma Hernell. A board game boom is here to stay, boosted by TV series like Queens Gambit and Stranger things, she believes.
— We see that classic games continue to arouse interest and have a high demand. But there are innovations in this industry all the time, says Emma Hernell.
It is also a refuge for those who want to disconnect for a while from a world consisting of war, conflict and economic unrest.
The motivation for this year’s Christmas gift 2023 is: “Gathering with loved ones and getting a much-needed break from reality is something we seek in difficult times. At the same time, new technology is emerging that renews a traditional product category. This year’s Christmas gift is a gift that unites and creates a sense of belonging for the Swedish people.”