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
Chart 3 Star Wars Funko Figures Target Dutch Consumers
Lego leverages brand recognition and the kidult trend for growth
Chart 4 Disney Classics Boost Lego’s Cross-Age Appeal
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
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in the Netherlands 2024
Chart 7 Key Insights on Consumers in the Netherlands 2024
Chart 8 Consumer Landscape in the Netherlands 2024
Summary 1 Research Sources
Traditional Toys and Games in the Netherlands
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
Chart 11 Minecraft Partnership Boosts Mattel’s Action Figures
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
Chart 12 LEGO Technic Partnership With Mercedes Builds Success on High-End Adult Sets
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
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
Chart 15 Xbox Cloud Gaming Expands Access Beyond Consoles
Video games hardware and software set to expand in the forecast period
Chart 16 Nintendo, Sony, Microsoft Drive Next-Gen Console Expansion
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