Netherlands: Europe’s Fastest Growing Toy Market

Paris, 14th May 2018 – Almost one year after the launch of its Toys Retail Tracking Service in the Netherlands, global information company The NPD Group looks back at the specifics of this dynamic market.

In 2017, the Netherlands’ toy market was the fastest growing market in Western Europe amongst those tracked by NPD, growing 3 percent compared to the prior year.* Despite the country’s small population, the Netherlands is the seventh largest toy market in Europe thanks to a solid annual spend of €330 per child, age 9 and under.

The Dutch market is very similar to that of Germany and Belgium, but there are also some important differences in terms of consumer behavior. For example, the Preschool Figures and Building Sets categories are strong sellers there as they are in many European countries, but Dolls represent a small portion of sales. In fact, the Dolls category share of the Netherlands toy market is uniquely the smallest amongst all the countries tracked by NPD.

“Despite the differences, one thing is universally certain: the toy markets are competitive across Europe, including the Netherlands. Today, manufacturers, licensors, and retailers alike need to react faster than ever to consumer demands and trends in order to stay ahead of the competition,” said Christophe Portal, Southern Europe Director for The NPD Group. “Since the launch last summer, we found that NPD’s clients and retail partners in the Netherlands have been able to use our new point-of-sale information to identify mutually beneficial growth opportunities and develop stronger collaborations in the process. NPD data is quickly becoming the industry currency for all players in the market, as it is in the other countries we cover.”

In August 2017, NPD complemented its coverage of Belgium’s toy market by adding in-store and online sales of toy products from a diverse range of Netherlands-based retailers, making it an unmatched single source for complete market information in the Benelux region. NPD also provides solutions and industry expertise in terms of assortment, pricing, and forecasting amongst other solutions developed in-house to help give clients a winning advantage.


*The NPD Group / Retail Tracking Service, January-December 2017

NPD’s toys retail footprint covers countries including Australia, Benelux (Belgium and Netherlands), Brazil, Canada, France, Germany, Italy, Mexico, Russia, Spain, United Kingdom, and United States.

Press Contact

Marissa Guyduy
(516) 625 2203


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