Kidult trend and licensing contribute to solid growth
In 2024, toys and games in the Netherlands saw value growth, with video games and traditional toys and games seeing similar increases. The kidult trend was significant, leading to heightened interest in nostalgic products. Established brands and licensed products played a significant role in boosting sales, with companies leveraging popular franchises to capture consumer interest. Retail e-commerce continued to dominate distribution, despite a modest revival in the share of offline sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Netherlands report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Netherlands?
- Which are the leading brands in Toys and Games in Netherlands?
- How are products distributed in Toys and Games in Netherlands?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Netherlands?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in the Netherlands
Kidult trend and licensing contribute to solid growth
Video games leads growth in toys and games
Funko taps into nostalgia with Star Wars Mandalorian figure
Lego leverages brand recognition and the kidult trend for growth
Video games forecast to lead growth in toys and games
AR/VR and new consoles set to fuel growth in video games
Kidults and parental desire for screen-free time set to drive growth for traditional toys and games
Retail e-commerce and omnichannel retailing set to contribute to growth
Microsoft and Sony drive concentration, with LEGO also performing well
Little Dutch Shop's premium wooden toys drive value sales
Vtech to launch new electronic educational toys range in 2025
Retail e-commerce maintains its dominance
Retail e-commerce is particularly important in video games: Game Mania turns online-only
Resurgence for offline retail, and Toychamp acquires Intertoys
COUNTRY REPORTS DISCLAIMER
Traditional Toys and Games in the Netherlands
KEY DATA FINDINGS
Partnerships, licensing, and kidults contribute to growth
Licensed products and kidults drive growth for action figures and accessories
Construction accounts for the highest sales, with growth driven by Lego and the kidult trend
Mattel's Minecraft collaboration drives growth through licensing
Lego leverages core franchises to drive growth
Construction set to lead sales, with action figures and accessories growing the fastest
Kidult demand and licensing set to reshape traditional toys and games
Parents will be keen to purchase traditional toys and games which educate their children but are also fun
Conscious consumerism will enhance the demand for safety and sustainability
Tech-integrated toys will have rising appeal despite some concern about screen time
LEGO Group leads due to its wide range of products targeting all age groups
Lego launches target both children and adults
Square Enix capitalises on Pokémon popularity with Squishmallows launch
Retail e-commerce continues to dominate, but loses slight share
Toychamp acquisition impacts traditional toys and games
Video Games in the Netherlands
KEY DATA FINDINGS
Demand for core brands and the expanding gamer population contribute to growth
Releases such as Call of Duty and EA Sports FC 25 drive sales of video games software
Xbox expands cloud gaming, positioning itself as a cost-effective platform
Video games hardware and software set to expand in the forecast period
Taking advantage of established franchises
More gamers will favour high-value consoles and adopt gaming headsets
AI personalisation and subscription services set to contribute to growth in video games
Microsoft, Sony, and Nintendo lead video games, which sees rising concentration
Take-Two benefits from consumer interest in established brands
Returning Vlambeer focuses on new releases and maintaining its existing catalogue
Valve may release a Half-Life sequel; SCS to launch Benelux maps
Retail e-commerce dominates sales of video games
Offline retail sees the best performance, as stores seek to improve their appeal
Game Mania closes stores in 2025, focusing on selling physical games online
Anticipated growth for retail e-commerce will require companies to adapt
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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