Marktplaats: Inspiring millions of (grand)parents to give secondhand toys

Marktplaats, a Dutch classified advertising site, positioned itself as the antidote to mass consumption in the Netherlands and promoted the purchase of second-hand toys for children.


  • The campaign was embraced from day one by Marktplaats users, journalists, Dutch legislators, sustainability opinion leaders and influencers.
  • Consumers showed desired behaviour change proven by feedback of environmental organizations, thrift shops and activity on the Marktplaats platform.
  • In November we noticed a 10% increase in demand for secondhand toys on Marktplaats compared to the same period last year (+ 4 million pageviews).
  • We successfully positioned Marktplaats as the antidote to mass consumption and the platform that unlocks circular economy by addressing the benefits of secondhand toys and reusage in general.
  • We reached a record number of people with the...

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