Marktplaats tackles holiday stigma around secondhand toys with new children’s book

Dutch secondhand marketplace Marktplaats has launched a children’s book aimed at normalizing used toys as holiday gifts, addressing an apparent disconnect between children’s and adults’ attitudes toward pre-loved playthings. While research shows that 66.6% of (grand)parents acknowledge children are just as happy with secondhand toys as new ones, only 9.7% of Dutch adults plan to give pre-owned gifts this holiday season. The hesitation stems largely from ingrained habits and social pressure, with 26.6% of parents feeling uncomfortable giving secondhand presents and 20.1% worried about judgments from friends and family.

To help shift these preconceptions, Marktplaats collaborated with children's author Lisa Maschhaupt to create “De kraam van Billy” (Billy’s Stall), a storybook about a child who opens a market stall to help friends find their dream toys without buying new ones. According to Florence Schmit, General Manager at Marktplaats, the book targets parents as much as it does children, using storytelling to challenge consumption habits and nudge people towards more sustainable gift-giving. The initiative comes as research reveals that 56.7% of parents would consider secondhand toys as gifts if it became more socially acceptable, suggesting that shifting social norms could significantly impact buying habits.