Netherlands Toys and Games Market Outlook to 2029

The report titled “Netherlands Toys and Games Market Outlook to 2029 - By Branded and Local Players, By Product Type (Educational Toys, Electronic Toys, Action Figures, Dolls, Games and Puzzles, Ride-Ons), By Age Group, By Distribution Channel, and By Cities” provides a comprehensive analysis of the toys and games industry in the Netherlands. The report covers an overview and genesis of the industry, overall market size in terms of revenue, market segmentation; trends and developments, regulatory landscape, customer profiling, issues and challenges, and competitive landscape including the market's cross comparison, opportunities, bottlenecks, and company profiling of major players in the Netherlands Toys and Games Market. The report concludes with future market projections based on sales revenue, by product types, age groups, distribution channels, and regions, highlighting major opportunities and challenges.

Netherlands Toys and Games Market Overview and Size

The Netherlands toys and games market reached a valuation of EUR 2.8 Billion in 2023, driven by the rising disposable income, increasing emphasis on educational toys, and growing popularity of digital gaming platforms. The market features major players like LEGO, Hasbro, Mattel, and Asmodee, which are well-known for their innovative product offerings and strong customer loyalty. The demand for sustainable and eco-friendly toys has also seen a sharp increase, as consumers become more environmentally conscious.

In 2023, LEGO introduced a new line of sustainable products made from plant-based plastic, aligning with the growing demand for eco-friendly products. Key markets include cities like Amsterdam and Rotterdam, which see higher consumer spending on both traditional and digital games due to their affluent population and established retail infrastructure.

Market Size for Netherlands Toys and Games Industry on the Basis of Revenues in EUR Million, 2018-2024

Source: TraceData Research Analysis

What Factors are Leading to the Growth of the Netherlands Toys and Games Market:

• Rising Disposable Income: Increasing disposable income among Dutch families has significantly boosted the demand for toys and games. In 2023, Dutch households spent approximately 8% more on toys and games compared to previous years, as parents are more willing to invest in high-quality and educational toys for their children. This trend is particularly visible among middle- and high-income groups who prioritize the developmental value of toys.

• Growing Popularity of Educational and STEM Toys: There is a growing emphasis on the educational value of toys, with parents increasingly seeking out products that promote cognitive development and critical thinking skills. In 2023, STEM (Science, Technology, Engineering, and Mathematics) toys accounted for about 25% of total toy sales, as parents prioritize toys that encourage learning and creativity.

• Digitalization and Online Retail Growth: The rise of e-commerce has transformed the way Dutch consumers shop for toys and games. Around 45% of toy sales in 2023 were made through online platforms, a figure that continues to grow. Online marketplaces provide access to a wider range of products, competitive pricing, and convenient delivery options, making it easier for consumers to shop from the comfort of their homes.

Which Industry Challenges Have Impacted the Growth for the Netherlands Toys and Games Market:

• Quality and Safety Concerns: Concerns about the safety and quality of toys remain a significant challenge in the Netherlands toys and games market. According to a recent consumer survey, around 40% of parents expressed hesitation in purchasing toys due to fears of toxic materials or unsafe designs. This issue has led to lower confidence levels among consumers, particularly when purchasing from lesser-known brands, potentially deterring up to 18% of potential buyers.

• Strict Regulatory Standards: The Netherlands has stringent regulations concerning the safety of toys, including mandatory compliance with European Union standards such as CE marking and testing for harmful chemicals. In 2023, approximately 15% of toys in the market were found to be non-compliant with these safety standards, leading to product recalls and financial losses for manufacturers and retailers. These regulations, while essential for consumer protection, can increase production costs and create barriers to entry for smaller manufacturers.

• Pricing Pressure from Online Retailers: The increasing competition from online platforms and discount retailers has created significant pricing pressure within the toys and games industry. In 2023, traditional brick-and-mortar stores reported a decline in profit margins due to aggressive discounting strategies employed by online retailers. This pricing pressure forces local stores to compete on price rather than product differentiation, affecting profitability and long-term sustainability.

What are the Regulations and Initiatives which have Governed the Market:

• Toy Safety Regulations: The Netherlands adheres to stringent European Union (EU) toy safety regulations, particularly the EU Toy Safety Directive. This directive mandates that all toys sold in the Netherlands must meet strict safety standards, including chemical composition, flammability, and mechanical properties. In 2023, approximately 85% of toys in the market complied with the EU safety standards, and non-compliant products were subject to recall, ensuring consumer protection.

• Import Restrictions on Non-CE Marked Toys: The Dutch government enforces regulations that prohibit the sale of toys without the CE marking, a certification indicating conformity with EU safety, health, and environmental requirements. Toys without this marking cannot be legally sold in the Netherlands. In 2023, imports of non-CE-marked toys dropped by 10% due to increased border checks and stricter enforcement.

• Sustainability Initiatives for Eco-Friendly Toys: The Netherlands has taken steps to promote sustainability within the toy industry by encouraging the use of environmentally friendly materials and production processes. The government has introduced incentives, including tax benefits, for manufacturers that adopt sustainable practices, such as using recycled materials or reducing carbon emissions. In 2023, eco-friendly toys accounted for approximately 15% of total toy sales, reflecting the success of these initiatives.

Netherlands Toys and Games Market Segmentation

• By Market Structure: The Netherlands toys and games market is dominated by mass retailers and online platforms, which together account for the majority of sales due to their extensive product ranges and competitive pricing. Online platforms have seen rapid growth, driven by the convenience of home delivery and broader product variety. Specialty toy stores also hold a significant share, catering to consumers seeking unique or premium toys, particularly in the educational and eco-friendly segments.

• By Product Type: Traditional toys such as action figures, dolls, and puzzles continue to maintain a strong presence in the market, especially among younger age groups. However, digital and electronic toys, including interactive games and STEM kits, are gaining popularity, accounting for a growing share of the market as parents increasingly value educational benefits. In 2023, digital toys saw a 12% growth, reflecting a shift towards tech-integrated learning products.

• By Age Group: The largest segment in the Netherlands toys and games market is children aged 3-8, as this group drives demand for traditional play products like construction sets and dolls. Teenagers and adults are contributing to market growth through the increasing popularity of collectibles, board games, and strategy-based games. In 2023, the 9-14 age group saw a 9% increase in toy purchases, driven by the rising interest in educational and hobbyist products.

Competitive Landscape in the Netherlands Toys and Games Market

The Netherlands toys and games market is moderately competitive, with several key players dominating the space. However, the rise of new entrants and the rapid expansion of online platforms such as Bol.com, Intertoys, and Amazon.nl has diversified the market, offering consumers a wider range of choices and services.

Some of the recent competitor trends and key information about competitors include:

• Bol.com: As one of the leading e-commerce platforms in the Netherlands, Bol.com recorded over 10 million active customers in 2023, marking a 15% increase in sales of toys and games compared to the previous year. The platform’s broad product selection and competitive pricing have made it a go-to destination for Dutch consumers.

• Intertoys: A popular toy retailer, Intertoys saw a 20% increase in online sales in 2023, driven by its extensive range of educational and traditional toys. The company’s focus on in-store customer experience and online-to-offline integration has helped it maintain a strong market position.

• Amazon.nl: Since its launch in 2020, Amazon.nl has rapidly gained market share in the Netherlands toys and games sector. Known for its competitive pricing and fast delivery options, Amazon saw a 25% growth in toy sales in 2023, driven by strong demand for licensed and tech-integrated toys.

• Lobbes.nl: Specializing in affordable educational toys and games, Lobbes.nl experienced a 12% increase in sales in 2023. The company’s focus on sustainability and eco-friendly toys has resonated with environmentally conscious Dutch consumers.

• Bart Smit: Despite the growth of online retail, Bart Smit, one of the oldest toy retailers in the Netherlands, maintains a loyal customer base. In 2023, the company saw a 10% growth in sales, primarily driven by its expanded digital presence and in-store promotional campaigns.

• This competitive landscape highlights the diversity of players in the Netherlands toys and games market, from traditional retailers to e-commerce giants, all vying for market share.

What Lies Ahead for the Netherlands Toys and Games Market?

The Netherlands toys and games market is projected to experience steady growth by 2029, driven by rising disposable incomes, increasing demand for educational toys, and the growing influence of e-commerce. The market is expected to exhibit a respectable CAGR during the forecast period.

• Shift Towards Digital and Interactive Toys: As technological advancements continue, there is anticipated to be a growing demand for digital and interactive toys, including augmented reality (AR) and virtual reality (VR) products. These tech-integrated toys provide immersive play experiences and educational benefits, making them highly appealing to both children and parents. The increasing penetration of smartphones and tablets will further accelerate this shift.

• Emphasis on Eco-Friendly and Sustainable Toys: Consumers in the Netherlands are becoming increasingly environmentally conscious, leading to a rising demand for sustainable and eco-friendly toys. Toys made from recycled materials or sustainably sourced wood, as well as those with minimal packaging, are expected to capture a larger market share. Manufacturers that align their products with these sustainability trends will likely see greater success in the coming years.

• Growth of Licensed and Collectible Products: Popular culture and media franchises will continue to drive demand for licensed toys, particularly among younger audiences. The Netherlands is expected to see continued growth in the sale of toys tied to major franchises like Disney, Marvel, and Star Wars. Additionally, the trend toward collectible items is set to grow, especially among teenagers and adults who view toys as a hobby or investment.

• Expansion of E-Commerce and Omni-Channel Strategies: As online shopping continues to grow in popularity, e-commerce platforms will play a crucial role in the toys and games market. The convenience of online purchasing, coupled with fast delivery options, will continue to drive sales through digital channels. Companies that adopt omni-channel strategies, integrating online and in-store experiences, will benefit from enhanced customer loyalty and higher sales.

Future Outlook and Projections for UAE Toys and Games Market on the Basis of Revenues in USD Billion, 2024-2029

Netherlands Toys and Games Market Segmentation

• By Market Structure:

  • Organized Retail Chains

  • Online Retailers

  • Independent Toy Stores

  • Unorganized Sector

• By Product Type:

  • Educational Toys

  • Action Figures

  • Dolls

  • Outdoor Games

  • Puzzles and Board Games

  • Electronic Toys

• By Age Group:

  • 0-2 years

  • 3-5 years

  • 6-12 years

  • 13 years and above

• By Distribution Channel:

  • Specialty Stores

  • Online Channels

  • Hypermarkets/Supermarkets

By Region: 

o Randstad (Amsterdam, Rotterdam, Utrecht, The Hague)
o Northern Netherlands
o Southern Netherlands
o Eastern Netherlands
o Western Netherlands

Players Mentioned in the Report: 

• Mattel Inc.
• Hasbro Inc.
• Lego Group
• Spin Master Ltd.
• Bandai Namco Holdings Inc.
• Funko Inc.
• Takara Tomy Co. Ltd
• Simba Dickie Group
• Playmobil (Brandstätter Group)
• MGA Entertainment Inc.

Key Target Audience: 

• Toy Manufacturers
• Online and Physical Toy Retailers
• Educational Institutions
• E-commerce Platforms
• Regulatory Bodies (e.g., EU Toy Safety Directive Regulators)
• Research and Development Institutions

Time Period: 

• Historical Period: 2018-2023
• Base Year: 2024
• Forecast Period: 2024-2029