Toys and Games in the Netherlands

COVID-19 impact on toys and games

Broadly, retail volume and value sales of toys and games have not been seriously affected by the COVID-19 pandemic, although selected areas have indeed seen a marked impact. The country’s ‘intelligent lockdown’ in early 2020 when consumers spent more time at home encouraged many to seek new ways to relieve their boredom and anxiety; that search is continuing now that many consumers are carrying on spending more time at home despite the phased reopening of the country.

COVID-19 country impact

Large gatherings in the Netherlands were banned from 12 March. From Sunday 15 March, all food and drink establishments were closed, followed by the schools a day later, albeit still remaining open to the children of healthcare and emergency service workers.

Robust growth of sales of digital video games software in 2019 while sales of physical video games software decline

Carrying on the strong trend observed in recent years, current value sales of digital video games software registered double-digit growth in 2019 while sales of physical video game software continued to show a slow and steady decline. In particular, digital console games posted the highest growth in digital video games software in 2019, bolstered by the convenience of downloading and the health security of not having to visit stores to buy physical games.

Competitive landscape remains relatively fragmented in 2019, with multinationals holding top spots

No player in the toys and games category held double-digit value share in 2019, extending the traditional fragmented vista observed in toys and games throughout the review period. Virtually all top players in toys and games were large multinationals in 2019; while the value share rankings may have shifted somewhat over the years, it was nevertheless usually the same multinationals who continually appeared in the top ten during the review period.

Digitalisation remains the key to growth of toys and games over the forecast period

Spurred by robust sales of video games, sales of toys and games are expected to continue to grow over the forecast period. Indeed, keen interest in videos games, piqued considerably in 2020 by consumers locked down at home as a result of the COVID-19 pandemic, is expected to continue throughout the forecast period, bolstered by ongoing video game hardware enhancements, new video game launches and the development of innovative video game accessories.

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