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Traditional Toys and Games in the Netherlands

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    Report

  • 23 Pages
  • July 2025
  • Region: Netherlands
  • Euromonitor International
  • ID: 1855499
In 2024, traditional toys and games in the Netherlands saw value growth, driven by action figures and accessories and construction. The kidult trend significantly impacted sales, with adults seeking nostalgic, screen-free leisure activities. Partnerships and licensing agreements also boosted sales in specific categories, such as plush, and action figures and accessories. There was a small shift back towards offline sales, although retail e-commerce remained the dominant channel.

The Traditional Toys and Games in Netherlands report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Traditional Toys and Games market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Partnerships, licensing, and kidults contribute to growth
  • CHART 1 Key Trends 2024
  • CHART 2 Analyst Insight
INDUSTRY PERFORMANCE
  • 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 3 Minecraft Partnership Boosts Mattel’s Action Figures
  • Lego leverages core franchises to drive growth
  • WHAT’S NEXT?
  • 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
COMPETITIVE LANDSCAPE
  • LEGO Group leads due to its wide range of products targeting all age groups
  • Lego launches target both children and adults
  • CHART 4 LEGO Technic Partnership With Mercedes Builds Success on High-End Adult Sets
  • Square Enix capitalises on Pokémon popularity with Squishmallows launch
CHANNELS
  • Retail e-commerce continues to dominate, but loses slight share
  • Toychamp acquisition impacts traditional toys and games
COUNTRY REPORTS DISCLAIMER
  • CHART 5 Key Trends 2024
  • CHART 6 Analyst Insight
  • CHART 7 Star Wars Funko Figures Target Dutch Consumers
  • CHART 8 Disney Classics Boost Lego’s Cross-Age Appeal
  • CHART 9 Real GDP Growth and Inflation 2019-2029
  • CHART 10 PEST Analysis in the Netherlands 2024
  • CHART 11 Key Insights on Consumers in the Netherlands 2024
  • CHART 12 Consumer Landscape in the Netherlands 2024
TOYS AND GAMES IN THE NETHERLANDS
EXECUTIVE SUMMARY
  • Kidult trend and licensing contribute to solid growth
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • 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
  • WHAT’S NEXT?
  • 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
COMPETITIVE LANDSCAPE
  • 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
CHANNELS
  • 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
ECONOMIC CONTEXTCONSUMER CONTEXTCOUNTRY REPORTS DISCLAIMER
SOURCES
  • Summary 1 Research Sources