Exclusive. Dreamland is launching toy chain of the future: “Our weapon in violation of Bol and Amazon? More experience, fewer discounts”

Today the renewed Dreamland sees the light. The toy chain that fought for years against the loss is again on top and now even makes the crossing to the Netherlands. CEO Koen Nolmans (60) gives the 90 large stores a makeover. “No, physical toy stores have not yet been written to death,” assures the indisputable toy king in a rare interview. “The amusement park content will increase without becoming an amusement park.”

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