Competitive Landscape
Lego Capitalises on Construction Demand to Widen Lead as Mattel Declines
Traditional toys and games in the Netherlands has become more concentrated between 2020 and 2025, with the leading company, LEGO Nederland BV, increasing its share from 15% in 2020 to 22% in 2025. The second-placed Mattel Europa Netherlands BV saw its share decline from 14% to 10% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Netherlands?
- Which are the leading brands in Traditional Toys and Games in Netherlands?
- How are products distributed in Traditional 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?
Traditional Toys and Games in the Netherlands - Category analysis
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
Toys and Games in the Netherlands - Industry Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
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 Traditional Toys and Games research and analysis database.
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