Toys And Games in the Netherlands
Euromonitor International's Toys And Games in the Netherlands report offers a comprehensive guide to the size and shape of the traditional toys and games and the video games market at a national level. It provides the latest retail sales data, 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 illustrate how the market is set to change.
Tables: 28 | Publication date: Oct 2008
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Executive summary
Limited growth in 2008
Growth of the toys and games sector was limited in 2008 compared to the previous year. Were in 2007 a massive increase was registered, mainly due to the extremely high growth rates of video games hardware and software, the 2008 development was less notable. Traditional toys and games showed modest value increases and video games showed an even lower growth. This does not mean the video games sector is not developing well though. The sector continues to develop well and it was, in some aspects, a remarkable achievement that the value of the previous year could be emulated - the previous year showed unusually high growth rates mainly due to the launch of the Wii console.
Economic conditions and major launches impact sector
There are many factors that impact the toys and games sector. For the traditional toys and games economic conditions and demographics are very relevant. During the 2004-2006 period, when the economy was slowing down, the sector showed only very minor growth rates. This picked up again in 2007 and 2008 when the Dutch economy recovered from a minor economic crises and consumer confidence increased. For video games, the economy seems less relevant and major launches of either new hardware or software seems to be the major driver of growth. New console launches in particular are more important for the development of the value of both video games hardware and software.
Outdoor living trend pushes sales of outdoor games
The Dutch attitude to gardens and gardening is changing rapidly and having an interesting impact on traditional toys in the Netherlands. The Dutch garden is becoming an extension of indoor spaces and Dutch consumers want to create an additional “room” to their house. This means more types of garden furniture, outdoor kitchen facilities and in many cases more expensive facilities for children. Expensive outdoor games equipment such as trampolines saw a major increase in sales as the economy was in a good condition and the trend of outdoor living kicked in.
Limited number of leading players in toys and games
The Dutch toys and games market is very fragmented but there are some dominant players in both the traditional toys and games sector and the video games sector. In video games Nintendo, Sony and Microsoft are important players in the hardware sector, while Nintendo, EA and Micromedia are the major players in video game software. The largest two manufacturers of toys and games in the Netherlands, by a significant margin, are Mattel and Hasbro. Behind these leading players there are a large number of smaller players that each cater to specific market niches.
Mixed fortunes for toys and games over the forecast period
The outlook for traditional toys and games is projected to show a further decline. The major success of video games is one major reason but children will be increasingly involved with other types of media and entertainment activities and this is likely to affect spending on traditional toys and games. The internet offers different types of activities such as playing online games, chatting to friends and surfing the internet to ever younger children. These take up a lot of time and is likely to mean that the traditional toys sector will suffer. The video games sector in the Netherlands on the other hand will continue to show significant growth. Euromonitor expects that the growth rates for this sector will remain high as there is still potential for growth. Despite the fact that growth is expected to remain high, growth rates will slowly get smaller towards the end of forecast period. The high growth rates of recent years are unlikely to continue, although growth is expected to remain impressive.
Table of contents
TOYS AND GAMES IN THE NETHERLANDS : MARKET INSIGHT
EXECUTIVE SUMMARY
Limited growth in 2008
Economic conditions and major launches impact sector
Outdoor living trend pushes sales of outdoor games
Limited number of leading players in toys and games
Mixed fortunes for toys and games over the forecast period
KEY TRENDS AND DEVELOPMENTS
Uncertain future Dutch economy after strong recovery
Demographic developments impacts consumer landscape
Non-traditional retail channels becoming more important
Kids Getting Older Younger (KGOY) trend still relevant to this sector
More and more alternatives available to toys and games
MARKET DATA
Table 1 Sales of Toys and Games by Sector: Value 2003-2008
Table 2 Sales of Toys and Games by Sector: % Value Growth 2003-2008
Table 3 Sales of Toys and Games by Distribution Format: % Analysis 2003-2008
Table 4 Toys and Games Company Shares by Value 2004-2007
Table 5 Forecast Sales of Toys and Games by Sector: Value 2008-2013
Table 6 Forecast Sales of Toys and Games by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - NETHERLANDS
BRUYNZEEL-SAKURA BV - TOYS AND GAMES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bruynzeel-Sakura BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Bruynzeel-Sakura BV: Competitive Position 2007
HASBRO BV - TOYS AND GAMES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Hasbro BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 5 Hasbro BV: Competitive Position 2007
JUMBO INTERNATIONAL - TOYS AND GAMES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Jumbo International: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Jumbo International: Competitive Position 2007
MICROMEDIA BV - TOYS AND GAMES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Micromedia BV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 9 Micromedia BV: Competitive Position 2007
PLAYLOGIC INTERNATIONAL NV - TOYS AND GAMES - NETHERLANDS
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Playlogic International NV: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
TRADITIONAL TOYS AND GAMES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 7 Sales of Traditional Toys and Games by Subsector: Value 2003-2008
Table 8 Sales of Traditional Toys and Games by Subsector: % Value Growth 2003-2008
Table 9 Sales of Traditional Toys and Games by Distribution Format: % Analysis 2003-2008
Table 10 Traditional Toys and Games Company Shares by Value 2004-2007
Table 11 Forecast Sales of Traditional Toys and Games by Subsector: Value 2008-2013
Table 12 Forecast Sales of Traditional Toys and Games by Subsector: % Value Growth 2008-2013
VIDEO GAMES IN THE NETHERLANDS
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 13 Sales of Video Games by Subsector: Value 2003-2008
Table 14 Sales of Video Games by Subsector: % Value Growth 2003-2008
Table 15 Sales of Video Games by Distribution Format: % Analysis 2003-2008
Table 16 Video Games Company Shares by Value 2004-2007
Table 17 Forecast Sales of Video Games by Subsector: Value 2008-2013
Table 18 Forecast Sales of Video Games by Subsector: % Value Growth 2008-2013