Kaatsheuvel, Monday, 24 November 2025.
Market monitors recorded a pronounced surge in secondary-market listings for Efteling’s Jokie & Jet backpacks, plush balls and tumblers in October 2025, concentrated on Dutch platforms such as Marktplaats and 2dehands. Listings—ranging €4–€25 and spanning multiple cities—were often described as “as new” or won at the park, indicating unmet retail availability and strong family demand outside primary channels. For retail and licensing teams this pattern signals inventory and fulfillment gaps, risks to brand control through unregulated resale, and an opportunity to convert after‑market circulation into official revenue via limited reissues, authenticated resale programs, or targeted guest fulfilment runs. Analysts can read the spike as a micro‑indicator of rising brand equity for in‑house IP, warranting more dynamic SKU replenishment, data‑driven drops, and anti‑counterfeit measures. Immediate next steps for park retail: audit SKU-level sell‑through, monitor resale prices, and pilot a controlled drop or trade‑in to reclaim value migrating to informal channels now.