The market for traditional toys and games in the Netherlands will struggle to see any more than very modest growth in constant value terms (at 2023 prices) over the forecast period, as consumers remain cautious when it comes to discretionary spending. Second-hand traditional toys and games are becoming increasingly accepted among parents for both financial and sustainability reasons, which will also hamper performance.
Looking at other growth drivers, education will remain a key feature in toys and games, as young parents look for added value in the activities engaged in by their children. Increasingly parents increasingly want to make sure that their children can learn something from their toys, with a focus on helping them to develop their creativity, as well as their problem solving and motor skills.
Whilst parents are keen to limit the amount of time their children spend on digital devices and encourage them to spend more time outdoors pursuing other activities, the integration of digital technology, particularly AI, into traditional toys and games is likely see significant expansion. Reflecting this, the strongest growth is likely to be in the scientific/educational category, where the incorporation of apps or digital content can facilitate learning.
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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 DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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