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...
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