The market for toys and games in the Netherlands saw continued growth in current value terms in 2023, albeit at a slower rate than the previous year. This was driven primarily by video games, both hardware and software.
Geopolitical tensions continued to disrupt the global supply chain for toys and games in 2023. Having battled with the impact of the COVID-19 pandemic, many manufacturers faced shortages of key components, prompting them to diversify their sourcing strategies.
LEGO Nederland continued to lead the competitive market for traditional toys and games in 2023, having succeeded in increasing its share of retail value sales during the year. The company managed to take advantage of the continued consumer interest in construction, as well as its strong focus on kidults and licenses.
E-commerce continued to account for the larger share of value sales of traditional toys and games in 2023, when compared to physical channels. With consumers continuing to struggle with inflationary pressures, there was a greater emphasis on dynamic pricing, which enabled retailers to adjust their prices based on market demand and supply.
The market for toys and games in the Netherlands is expected to continue to expand at a modest rate in constant value terms (at 2023 prices) over the forecast period. In video games, growth will be driven by manufacturer innovation, the continued appeal of digital gaming, strategic tie-ins with anticipated movie releases and the burgeoning popularity of video games hardware like AR/VR, which is a growing niche in the Netherlands.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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