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Toys and Games in the Netherlands

Publisher Euromonitor International
Published Jul 03, 2025
Length 31 Pages
SKU # EP20175068

Description

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.

Euromonitor International's 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: Traditional Toys and Games, Video Games.

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

Why buy this report?
* Get a detailed picture of the 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

31 Pages
Toys and Games in the Netherlands
Euromonitor International
July 2025
List Of Contents And Tables
TOYS AND GAMES IN THE NETHERLANDS
EXECUTIVE SUMMARY
Kidult trend and licensing contribute to solid growth
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Video games leads growth in toys and games
CHART 2 Analyst Insight
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
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 CONTEXT
CHART 5 Real GDP Growth and Inflation 2019-2029
CHART 6 PEST Analysis in the Netherlands 2024
CONSUMER CONTEXT
CHART 7 Key Insights on Consumers in the Netherlands 2024
CHART 8 Consumer Landscape in the Netherlands 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN THE NETHERLANDS
KEY DATA FINDINGS
2024 DEVELOPMENTS
Partnerships, licensing, and kidults contribute to growth
CHART 9 Key Trends 2024
CHART 10 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 11 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 12 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
VIDEO GAMES IN THE NETHERLANDS
KEY DATA FINDINGS
2024 DEVELOPMENTS
Demand for core brands and the expanding gamer population contribute to growth
CHART 13 Key Trends 2024
INDUSTRY PERFORMANCE
Releases such as Call of Duty and EA Sports FC 25 drive sales of video games software
CHART 14 Analyst Insight
Xbox expands cloud gaming, positioning itself as a cost-effective platform
CHART 15 Xbox Cloud Gaming Expands Access Beyond Consoles
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
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

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