The level of concentration in the competitive landscape in traditional toys and games in the Netherlands declined slightly over the review period, with the top five companies accounting for a combined 47% share of value sales in 2024, compared to 49% in 2019. However, it is still above the Western Europe average of 41%.
In 2024, numerous product launches were observed in construction, particularly by Lego. Lego's product range is diverse, encompassing items at various levels of complexity and price points for both children and adults.
Square Enix Holdings capitalised on the enduring popularity of the Pokémon franchise by launching Pokémon Squishmallows Wave 4 in 2024. This launch aligned with the local trend favouring cute products, enabling the company to further leverage this trend and increase revenue through the new Squishmallows line.
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Understand the latest market trends and future growth opportunities for the Traditional 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.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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