Toys and games recorded further strong value growth in 2022, defying the difficult economic conditions faced in the Netherlands. This was driven by video games, with traditional toys and games seeing slow growth over the year.
Social media and streaming media had a strong influence on sales of traditional toys and games in the Netherlands in 2022, to the benefit of model vehicles, action figures and accessories and plush. For instance, Squishmallows plush was one of the fastest-growing crazes amongst both children and adults in 2022 thanks to TikTok promotions from global celebrities.
In 2022, Nintendo Benelux BV continued on a path of strong growth in video games in the Netherlands thanks to the success of its software video games such as Nintendo Switch Sports and Animal Crossing: New Horizons. It overtook the leading software video games company, Activision Blizzard, which struggled to maintain high sales due to the chaos created by its acquisition by Microsoft Corp.
E-commerce sales of toys and games continued to record growth in 2022, albeit at a slower rate than during the previous two years when pandemic lockdowns where in place. The slowdown was particularly pronounced in traditional toys and games; with the opening up of the economy in 2022, many consumers were keen to visit physical stores where they could touch and examine traditional toys and games.
Toys and games is expected to grow over the forecast period, albeit at a slower rate than over the review period as the market corrects itself following unusually high sales during the pandemic lockdowns. Traditional toys and games is likely to stabilise in value terms as consumers are expected to remain cautious at the start of the forecast period due to inflation.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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