2025 Developments
Toys and games in the Netherlands performed well in 2025, registering growth of 9%, which is notably ahead of the pace observed across Western Europe. This strong expansion is underpinned by Dutch consumers’ rapid shift to digital channels and a marked appetite for collectable, licensed products that appeal well beyond children, particularly among adults and teens. The combination of a digitally advanced population, resilient discretionary spending and regulatory-driven moves toward sustainability creates an attractive environment for brands able to deliver both convenience and credible innovation. Success increasingly relies on building licensed ranges, targeting collector communities, investing in digital merchandising and demonstrating compliance with evolving standards in safety and sustainability, as consumer trust and repeat engagement hinge on these factors.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Netherlands with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Netherlands, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Netherlands report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Netherlands?
- Which are the leading brands in Toys and Games in Netherlands?
- How are products distributed in Toys and Games in Netherlands?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Netherlands?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in the Netherlands
2025 Developments
Key Data Insights
Collectors Drive Value-Led Transformation through Digital and Physical Play
Lego and Pokémon Trading Cards Fuel Premium Adult Engagement
Little Dutch Embraces Sustainable Play Amid Regulatory Pressures
Nintendo and Lego to Drive Digital Access and Kidult Collectability
Mattel and Funko to Unlock Kidult Demand with Licensed Launches
Lego and Sony Outpace Rivals as Premium and Digital Play Converge
Mattel and Pokémon Ignite Collector Demand with Licensed Launches
Retail E-Commerce Surpasses Retail Offline as Shopping Shifts Online
Hybrid Play and Premium Design Shape Toys and Games
Recent Launches Illustrate the Direction of Innovation
Traditional Toys and Games in the Netherlands
Key Data Insights
Traditional Toys and Games Summary
Traditional Toys and Games Continue Growing Supported by Macroeconomic Factors
Construction Leads Value While Model Vehicles Show Growth through Fandoms
Mindful Play and Classic Reimagined Shape Category
Adult Buyers to Drive Premium Collectables and Gifting Growth
Construction to Maintain Lead as Action Figures and Accessories Accelerate
Premiumisation and Omnichannel Strategies to Reshape Future Opportunities
Lego Capitalises on Construction Demand to Widen Lead as Mattel Declines
Dutch E-Commerce Surges as Local Platforms and Delivery Win Loyalty
Hot Wheels and Little Dutch Drive Premiumisation and Purposeful Play
Premium and Purpose-Led Innovation Boosts Value and Broadens Appeal
Video Games in the Netherlands
Key Data Insights
Video Games Summary
Nintendo Benelux and Digital Platforms Reshape Player Spending
Xbox Game Pass and Seasonal Sales Drive Digital Software
Sony and Microsoft Adapt Monetisation to Meet Stricter Eu Rules
Microsoft and Sony to Deepen Digital Engagement as Price Sensitivity Rises
Digital Strategies to Power Video Games Software Supremacy
Sony Leverages Playstation to Outpace Rivals in Value Share
Nintendo Reinvigorates Video Games Hardware and Drives Ecosystem Engagement
Digital Storefronts Reshape Consumer Behaviour with Instant Access and Value
Boxed Games Become Niche as Digital Models Shape Retail Dynamics
Hybrid Hardware and Immersive Formats Redefine Games
Live-Service Design and Cross-Platform Access Extend Product Lifecycles
Cloud Delivery and Ai Tools Expand the Boundaries of Game Product
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
-
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
-
-
- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
-
-
- Computer Games (Physical)
- Console Games (Physical)
-
- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
-
-
- Console Games (Physical)
- Console Games (Digital)
-
- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
-
-
-
- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
-
- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
-
-
-
Toys and Games
This is the aggregation of traditional toys and games and video games.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Toys and Games research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!