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Traditional Toys and Games in the Netherlands

Publisher Euromonitor International
Published Jul 03, 2025
Length 23 Pages
SKU # EP20174903

Description

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.

Euromonitor International's 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

23 Pages
Traditional Toys and Games in the Netherlands
Euromonitor International
July 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN THE NETHERLANDS
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 CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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