The Dutch online toy sales increased by 36% year-on-year in Q2 2020, according to Thuiswinkel.org. Dutch online toy sales are just a small part of the overall growth of e-commerce. The total online sales increased annually by 12% to €6.4 billion and in the first half of 2020 by 4% to €12.4 billion. This growth mainly relates to verticals like DIY/Gardening, Home & Living, and Sports & Recreation. The online expenses at foreign websites are in the second quarter equal to 727 million. It is clear that the first COVID-19 lockdown is a major cause of the fast growth of e-commerce sales, especially regarding toys. Because people mainly worked from home and schools even closed for a while. This trend is similar to the ones in other countries during a quarantine: good-old board games became a popular categroy.
Growing demand for toys online means a growing demand for product content for online buyer orientation. Even without COVID-19, this growth trend in toys content is visible for many years now. It was the motivation behind creating the Toy Data model in 2016. We notice an increasing demand from other e-commerce markets to receive standardized toy content as well. The reason is that global toy brands, like LEGO, want to adopt a generic, multilingual content syndication solution in all their markets. And, global marketplaces have the same basic need. Therefore, we speed-up the roll-out of the Toy Data Model. I expect it to become the globally accepted standard in the toy industry.
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