Toys and Games in the Netherlands

Another successful year for toys and games in 2017

Toys and games enjoyed another year of success in 2017, recording single-digit growth thanks to the influence of the strong sales of video games. Video games sales were principally driven by the fast growth of the Nintendo Switch console which was released in March 2017.

Launch of the Nintendo Switch drives overall growth in toys and games, whilst Hatchimals top traditional toys and games

Toys and games is full of surprises each year, with new product developments that help drive value sales. The Nintendo Switch was launched in March 2017 and sales were unexpectedly high, driving overall value growth in toys and games.

Leading companies dominate but are losing share to smaller companies

Activision Blizzard Benelux BV was the leading company in toys and games thanks to its well-known established games, such as World of Warcraft and Call of Duty. Traditional toys and games manufacturers Mattel Europa Netherlands BV and LEGO Nederland BV followed closely behind with Lego particularly strong in construction toys.

Internet retailing unstoppable as strong growth is recorded in 2017

Internet retailing continued to grow strongly in the Netherlands in toys and games in 2017 at the expense of traditional toys and games stores, which are also declining in number as a result of this trend. According to Thuiswinkel, an organisation that monitors internet retailing, traditional toys and games grew by 43% in the first half of 2017, being one of the fastest-growing categories.

Toys and games expected to post a positive performance

Toys and games is expected to post a positive performance over the forecast period. Traditional toys and games is expected to grow steadily, driven mainly by positive economic conditions and improving birth rates.

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