Toys
Everything for playing, exploring,
learning, reading, and giving
Toy sales are on the rise again. The global market grew by about 7 percent in 2025, and figures are also climbing in the Netherlands—both in value and in volume. Games and puzzles, building sets, collectible figures: entire categories are gaining momentum. At Spot On Retail, you’ll see what’s trending over the course of two days: from baby toys to novelty items, from educational materials to the gift that sells itself. Featuring established brands you’ve known for years, plus exhibitors you haven’t encountered anywhere else. Browse, compare, touch, and buy on the spot—all on one floor, in a single visit.
Visit
Data
Sunday and Monday,
10:00 a.m. to 5:00 p.m.
Why Toys Are a Great Addition to Your Product Line
After a few lean years, toys are once again a growth category. And the most striking thing about that growth is that it’s driven only partly by children. Nearly 40 percent of European consumers bought toys for themselves or for another adult in 2025. Collectible figures, trading cards, nostalgic reissues—all at price points you’d never have dared to ask for in the children’s section.
On top of that, toys do something few other categories can: they’re at once an impulse buy, a gift item, and a collectible. Birthdays, Sinterklaas, baby showers, a little something to pick up at the checkout—there are purchasing opportunities twelve months a year are opportunities to buy them, in virtually every type of store.
What you’ll find on Spot On Retail:
- baby and toddler toys
- Schoolyard Hits and Collecting Craze
- small gifts and take-home gifts
- outdoor toys
- hobby sets and craft supplies
- puzzles and games for young and old
- collectible figures, trading cards, and blind boxes
- educational and creative toys
By talking directly with suppliers at the trade show, you gain insight into materials, safety, delivery times, and what’s really popular. You pick up the product, try it out, ask follow-up questions, and within five minutes, you know if it’s a good fit for your customer.
“Toys haven’t been just for kids for a long time now.“
Free admission
The trade show floor is brimming with inspiration, clever combinations, and exhibitors who know both their collections and the market. In just one day, you’ll discover brands you’d never have come across otherwise, make connections that will benefit you all year long, and, at the same time, exchange ideas with retail organizations like NSO Retail, Libris Blz., and Audax about what’s happening in the market.
Get inspired, meet people, discover new brands. Free admission for entrepreneurs—be sure to mark February 28 and March 1 on your calendar.
Trends not to be missed
- Kidults are no longer a niche. In 2025, nearly 40% of European consumers bought toys for themselves or another adult. A higher price point, a different presentation—and a customer who returns more often than a parent with a birthday list.
- Collecting is the driving force. The collectibles market grew by more than 30% worldwide and accounts for about one-fifth of total toy sales. Blind boxes and trading cards are literally drawing crowds of customers.
- Games and puzzles are booming. They’re the fastest-growing category worldwide, with growth rates in the Netherlands reaching as high as several dozen percent. Playing together around the table is making a comeback.
- Building sets keep on building. Growth for the sixth year in a row. A category where you can confidently make room on the shelves.
- Licenses drive the market. More than a third of global toy sales come from licensed products. Pokémon, Hot Wheels, Marvel, Barbie, and Star Wars are leading the way—the question is which title will join the ranks next season. That’s exactly the kind of question you’ll find answers to at the trade show.
- Screen-free play is on the rise. Wooden, tactile, sensory, and “cozy” play serves as a deliberate counterbalance to screen time. Parents are specifically asking for toys that foster creativity and problem-solving skills.
- Safety and sustainability are becoming a matter of paperwork. The new EU Toy Safety Regulation introduces a digital product passport and stricter rules regarding hazardous substances, and sustainability claims must be substantiated starting September 27, 2026. Now is the time to personally ask your suppliers about this.
- Secondhand items are serious competition. A large number of parents have no objection whatsoever to secondhand items. New toys, therefore, need to offer something extra: quality, a story, or an experience that you wouldn’t resell.
For whom is this segment of interest?
From toy stores and hobby shops to bookstores, gift shops, concept stores, department stores, and online shops. It’s just as suitable for baby stores, camping, park, and amusement park shops, market stalls, and museum shops—and increasingly for supermarkets and drugstores that are seeing their shelves expand. Whether you carry a wide range of products or want to expand your selection: you’ll find everything here in one place, and you can speak directly with the supplier.
Range
Toys, gifts, stationery, greeting cards, party supplies, and now kids & baby items too. One exhibition floor, two days, your entire buying season. See which brands and collections are featured.
Practical information
In spring, Spot On Retail takes place at Expo Greater Amsterdam (Vijfhuizen), and in autumn at Autotron Rosmalen. Both venues are easy to reach, with free parking right outside. You can find the opening hours, directions, and everything else you need to know before your visit here.
Exhibiting
Put your collection in the spotlight in front of more than a thousand retailers and industry professionals. Curious about the benefits of participating?
At Spot On Retail you will meet, among others:
Blijf op de hoogte
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