COMPETITIVE LANDSCAPE
LEGO Group leads due to its wide range of products targeting all age groups
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%.
Lego launches target both children and adults
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 capitalises on Pokémon popularity with Squishmallows launch
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.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Netherlands?
- Which are the leading brands in Traditional Toys and Games in Netherlands?
- How are products distributed in Traditional 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?
Traditional Toys and Games in the Netherlands - Category analysis
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
Toys and Games in the Netherlands - Industry Overview
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
The following categories and subcategories are included:
Traditional Toys and Games
- 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
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!