Traditional Toys and Games in the Netherlands

August 2026
EUR 1,125
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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
Chart 1 Key Industry Trends for Traditional Toys and Games
Traditional Toys and Games Continue Growing Supported by Macroeconomic Factors
Construction Leads Value While Model Vehicles Show Growth through Fandoms
Chart 2 Hot Wheels Formula 1 Drives Growth Among Adults
Mindful Play and Classic Reimagined Shape Category
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Adult Buyers to Drive Premium Collectables and Gifting Growth
Chart 5 Analyst Insight for Traditional Toys and Games
Construction to Maintain Lead as Action Figures and Accessories Accelerate
Premiumisation and Omnichannel Strategies to Reshape Future Opportunities
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Lego Capitalises on Construction Demand to Widen Lead as Mattel Declines
Chart 8 Company Shares 2025
Chart 9 Brand Shares 2025
Dutch E-Commerce Surges as Local Platforms and Delivery Win Loyalty
Chart 10 Retail Channels 2020-2025
Hot Wheels and Little Dutch Drive Premiumisation and Purposeful Play
Chart 11 Little Dutch’S Garden Collection Introduces Mindful Play
Premium and Purpose-Led Innovation Boosts Value and Broadens Appeal
Chart 12 Economic Context for Traditional Toys and Games
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Traditional Toys and Games
Chart 16 Population 2020-2030
Chart 17 Population by Generation 2025

Toys and Games in the Netherlands - Industry Overview

2025 Developments

Key Data Insights

Chart 18 Key Industry Trends for Toys and Games
Collectors Drive Value-Led Transformation through Digital and Physical Play
Lego and Pokémon Trading Cards Fuel Premium Adult Engagement
Chart 19 Hot Wheels' F1 Range Captures Kidults
Little Dutch Embraces Sustainable Play Amid Regulatory Pressures
Chart 20 Little Dutch's Garden Collection Reflects Sustainable Toys
Chart 21 Value Sales 2020-2030
Chart 22 Value Sales by Category 2025
Nintendo and Lego to Drive Digital Access and Kidult Collectability
Chart 23 Switch 2 Lifts Dutch Console Sales
Mattel and Funko to Unlock Kidult Demand with Licensed Launches
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
Lego and Sony Outpace Rivals as Premium and Digital Play Converge
Mattel and Pokémon Ignite Collector Demand with Licensed Launches
Chart 26 Company Shares 2025
Chart 27 Brand Shares 2025
Retail E-Commerce Surpasses Retail Offline as Shopping Shifts Online
Chart 28 Retail Channels 2020-2025
Hybrid Play and Premium Design Shape Toys and Games
Recent Launches Illustrate the Direction of Innovation
Chart 29 Economic Context for Toys and Games
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Toys and Games
Chart 33 Population 2020-2030
Chart 34 Consumer Expenditure 2020-2030
Chart 35 Population by Generation 2025

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 definitions
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  • Track key industry trends, opportunities and threats
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This report originates from Passport, our Traditional Toys and Games research and analysis database.

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