The NPD Group, Inc. | Proprietary and confidential

Ingelandenweg 1, 1069 WE AmsterdamPostadres: Postbus 96070, 1006 EB AmsterdamTelefoon 020 6100820

Nederlandse Speelgoedmarkt - september 2019

gepubliceerd tijdens de bekendmaking Verkiezing Speelgoed van het Jaar

op 6 november 2019 in Amsterdam

Copyright 2019. The NPD Group, Inc. All Rights Reserved. This presentation is proprietary and confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.

YTD September 2019

Overview of the Dutch Toy Market

The NPD Group, Inc. | Proprietary and confidential

Apparel Appliances

3

Food Consumption Foodservice Footwear Home Juvenile Products Mobile

Office Supplies ToysRetail Sports Travel Retail Video Games Watches / Jewelry

Media Entertainment

Automotive Beauty Books Consumer Technology E-commerce Fashion AccessoriesB2B Technology

NPD Industry Expertise

The NPD Group, Inc. | Proprietary and confidential 4

The NPD Group, Inc. | Proprietary and confidential

Provides distribution tracking of products and sales velocity which can support strong numerical arguments for additional listings/spaces with retailers

5

Detailed Toy Sales at retail with support from NPD experts

Retail Tracking

Entry point for most of our clients, our Retail Tracking service has become the industry currency over the years whether you are monitoring your own performance or the rest of the market

Allows clients and participating retailers to track performance of both their own properties and competitors at retail down to item level, either weekly, monthly, quarterly or once a year

The NPD Group, Inc. | Proprietary and confidential 6

Industry growth / decline by country6/13 countries grew $ sales YTD September 2019

11%7%

3%3%2%

1%0%

-1%-1%

-4%-5%

-9%-11%

RussiaMexico

GermanyBrazilSpain

FranceCanada

BelgiumItaly

AustraliaUSA

United KingdomNetherlands

Value Change YR/YR

Source: The NPD Group | Retail Tracking Service | G13 $ Sales adjusted | YTD Sep-19

**

Note: impact of TRU – Last date TRU accounted for in data: UK 3rd March, US 29th June, AUS 24th June 2018 ** Russia New Year’s Eve gift-giving holiday sales fell into January 2019 but December 2017

The NPD Group, Inc. | Proprietary and confidential 7

Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19

Key Take Away – The Netherlands

Toy sales €300M

-11%

Super Categories

9/11

LEGO

#1

Licenses 15%

-16%

Collectibles 8.2%

-17%

Top Item LOL! Series 5 Hair Goals 5”

#1

The NPD Group, Inc. | Proprietary and confidential

2%24%

-4% -11% -15% -18% -21% -21% -20%

8

Value (€m) Jan 2018 to September 2019

Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19

Monthly Traditional Toy Sales

€0

€20

€40

€60

€80

€100

€120

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Milj

oe

ne

n

2018 2019

Gain/Loss (€m)

The NPD Group, Inc. | Proprietary and confidential 9

Ranked by value gained

Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19

Top 10 Fastest Growing Subclasses - Total Toys

1,2 €

1,0 €

0,7 €

0,7 €

0,7 €

0,6 €

0,6 €

0,5 €

0,5 €

0,5 €

Sales Gained (€m)Value Sales (€m)

£6,0

£3,6

£3,3

£2,5

£2,9

£3,8

£6,7

£2,2

£1,5

£3,2

Adult Puzzles

Playset Doll Accessories

Special Ftr Nurturing Doll

Brainteasers

Other Infant Toys

PS Kitchen & Food

Family Board/Action Games

Action Figure Collectibles

Playnests/Playgyms

Family Strategy Games

The NPD Group, Inc. | Proprietary and confidential 10

Playmobil #1 property YTD followed closely by L.O.L. Surprise!

Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19

Top Properties & Top Gaining Properties

11,2 €

11,0 €

8,8 €

7,3 €

5,7 €

5,4 €

5,0 €

4,5 €

4,2 €

3,8 €

Playmobil

LEGO City

L.O.L. Surprise!

VTech Baby

LEGO Friends

LEGO Duplo

LEGO Ninjago

LEGO Technic

Baby Born

Nerf

Top 10 value (€m) Top 3 gaining properties (€m)

The NPD Group, Inc. | Proprietary and confidential 11

Ranked by value sold

Source: The NPD Group | Retail Tracking Service | NL | 3M Sep 2019 vs 3M Jun 2019

Top New Products Launched in Latest 3M

Rank Item Manufacturer

1 L.O.L. Surprise! Sparkle Series With Glitter Finish Assortment MGA Entertainment (Corp)

2 L.O.L. Surprise! O.M.G. Doll Asst MGA Entertainment (Corp)

3 Kurio Tab Connect Studio Blue 16 Gb 7" KD Group (Corp)

4 L.O.L. Surprise! Boys Assortment MGA Entertainment (Corp)

5 Kurio Tab Connect Studio 100 Pink 16 Gb 7" KD Group (Corp)

6 Skippy Dance Fun Promotion

7 Technic Car Transporter 2493 Pieces The LEGO Group

8 Pokemon Sun And Moon Unified Minds Booster Pack Asmodee Editions

9 L.O.L. Surprise! 2 In 1 Glamper With 55 Surprises MGA Entertainment (Corp)

10 Bananas Pack Of 3 Splash-Toys

The NPD Group, Inc. | Proprietary and confidential

Thank youThank you

12