About EasyToys

At EasyToys, we believe in a wonderfully exciting and healthy sex life! We celebrate lust and love in all shapes and sizes. From together to solo, and from vanilla to kinky – with more than 12,000 products in our carefully curated range, we have something to get everyone excited. And of course, something for you too!

Nothing makes us happier than enhancing people's sexual pleasure. Whether that's through advice, an exciting toy, or a sexy lingerie set – we have all the expertise in-house to help you.

Mission

EasyToys' mission is simple: to encourage as many people as possible to discover, experiment, and enjoy themselves – both with others and with themselves. We believe you're allowed to be proud of who you are, regardless of your sexual preferences, fetishes, and fantasies. Taboos? They're there to be broken! We invite you to have confidence in who you are, and give you all the tools to get the most out of your sex life. Show yourself some love, push your boundaries, and discover new sides of yourself.

We want to guide, inspire, and challenge people to be curious. By breaking taboos and making sex a subject of open discussion, our goal at EasyToys is to have a positive impact on the sexual well-being of as many people as possible. After all, everyone deserves an exciting and fulfilling sex life. This is how we bring people closer to themselves and closer to each other. We think that's great.

We address complex topics and share our expertise in a playful, exciting, and easy-to-understand way. We do this through close collaboration with sexologists, our engaging and informative articles, stimulating campaigns, social media, and more! You'll also find us the right place for tips and advice on sex, love, and the best sex toys.

With our in-house knowledge and our extensive range, we try to offer you the ultimate pleasure between the sheets. At EasyToys, our goal is to point every customer towards a spectacular orgasm (or several)!

Our Mentality

At EasyToys, our motto is: It's Playtime. Our lively and fun office full of cheeky professionals means no two days are ever the same at EasyToys. We enjoy our daily work and we're all passionate about delivering the best possible sexual pleasure to everyone!

History

Our adventure began in March 2004, in the attic room of CEO Eric Idema, where he worked hard every day to grow the empire. And with success! While he initially did everything himself – from maintaining the webshop to packing parcels, and from shipping the most exciting products to purchasing and keeping up with the latest trends – it quickly grew into a real business.

This gave rise to EasyToys' parent company: the EDC-Retail Group. And by now, together with EDC, we've grown into EQOM: Europe's largest retailer in the field of erotic products, and we're rather proud of that! As of 2024, EQOM has more than 500 employees, a large group of whom are passionately dedicated, day in and day out, to optimising and improving your experience as an EasyToys customer!

The Early Years

2004

The year EDC Internet was founded. EDC stood for EroDiscount, the very first webshop of owner Eric Idema. This shop is, of course, where our name comes from.

2005

In 2005, EDC became the first Dutch online shop for erotic products where paying with iDEAL was possible. With this step, it was also time to grow further and move from the attic to the garage.

2007

Growth was rapid, and that brought the necessary changes with it. The garage no longer had enough capacity for the ever-growing range. In 2007 we bought our first business premises, and the move to Veendam became a reality. The first employee was also hired, and a number of brand-new consumer shops were added, including – you guessed it – EasyToys.nl.

From 2012

2012

EDC grew so quickly in 2012 that another move became necessary. This time we relocated to Lloydsweg 12A, Veendam.

2015

In 2015, our very first own product line for EasyToys was launched: the EasyToys Collection! EasyToys also got its own blog for the first time: EasyToys Magazine. This blog now receives thousands of visitors every day and has become a popular channel with weekly new content on sex, love, relationships, the body, and a firm favourite: erotic stories.

2019

In 2019, EasyToys took big steps to strengthen its brand and make sexual wellness more accessible. The year began with an expansion of our own brand lines to 24, including the first commercial for Rosy Gold. EasyToys had a prominent presence at the Huishoudbeurs (Dutch Household Fair) with a large stand full of activities, such as a VR experience and a unique photo booth with eye-catching props.

EasyToys TV started working with well-known influencers such as sex journalist Marith Iedema and YouTuber Linda de Munck, and launched its first influencer campaign around the popular advent calendar – a huge success that led to a rapid sell-out. The EasyToys trailer also hit the road, though customer orders are of course still delivered discreetly.

2019 was a year full of highlights, in which EasyToys proudly made progress in breaking taboos and making sexual wellness more accessible.

The Coronavirus Crisis

2020

Despite the coronavirus crisis, EDC broke records in 2020 with a turnover of no less than 65 million euros – an increase of 123% compared to the previous year. We also proudly opened Europe's largest erotic showroom, the impressive 1,200 m² EDC Experience Center.

In the football world, EasyToys caused quite a stir by sponsoring FC Emmen. After some hesitation, the Dutch football association KNVB gave the green light, making EasyToys the first erotic brand allowed to sponsor an Eredivisie team. We also expanded internationally: from 2020, more than 35 of our own product lines went across the border, where our house brands proved to be a great success. A year full of growth and breakthroughs!

2021

In 2021, EasyToys went through dynamic growth with numerous special initiatives and collaborations. EDC Retail B.V. merged with erotic wholesaler Eropartner Distribution following an investment from Waterland Private Equity Investments, leading to the founding of the EQOM Group.

EasyToys worked together with sexologist Eveline Stallaart, who not only wrote for our magazine but also created inspiring video content for social media. We also supported Dance4Life with a sponsorship contribution and the donation of 20,000 condoms to help break taboos together.

With a wink, on 1 April we launched our own "dildo bus" – an eye-catching addition that can now regularly be found at events. At the end of August, the EasyToys Summer Tour took place, where customers went on a journey of discovery around Utrecht to learn more about sex and love.

CEO Eric Idema expanded further through the acquisition of Christine le Duc. And with the "Year of the Play" campaign in collaboration with Jessie Maya, we immediately gained 6,000 followers on social media. A year in which EasyToys pushed the boundaries further in making sexual wellness more accessible!

2022

In 2022, EasyToys once again surprised with initiatives that break taboos and put sexual wellness centre stage. We hosted our very first Live Shopping event on EasyToys TV and organised a Valentine's Pop-Up at Hoog Catharijne, where visitors had the chance to win great prizes. We also proudly extended our main sponsorship of FC Emmen.

Our love of pink inspired us to create Pink Friday, our own Black Friday alternative, perfect for discovering new toys at great prices. Another milestone: EasyToys and HEMA launched a new collection for sexual pleasure in HEMA stores across the Netherlands.

EasyToys was present at the biggest events this year, such as Zwarte Cross, Milkshake Festival, and Pride in Amsterdam and Groningen. And during the Dutch GP, our brand shone in the iconic Tarzan corner. A year full of headline-grabbing moments, through which EasyToys reached and inspired even more people to embrace sexual wellness.

The Recent Years

2023

In 2023, EasyToys once again set the tone with special collaborations, events, and recognitions. The first National Sex Survey brought surprising insights into how the Dutch experience sex. EasyToys worked with major brands such as New York Pizza, HEMA, Jumbo, and André Hazes, and was present at events such as the Huishoudbeurs, Zwarte Cross, Zandvoort F1, KEI week, and Pride Groningen.

That year was also a success in terms of awards: EasyToys won the Shopping Awards 2023 in the "erotic" category, as well as the Groningen Entrepreneur Award. The strong interest in sponsoring FC Emmen inspired the launch of GameOn!, where sports teams could apply for a sponsorship package of their choice.

2024

In 2024, EasyToys made great strides in normalising sexual wellness and taboo-breaking campaigns. Early in the year, EasyToys published the National Sex Survey 2024, offering fresh insights into the sex lives of the Dutch. Throughout the year, EasyToys was visible at various events, such as the Huishoudbeurs, Pride, KEI week, and Boerenrock.

With the striking "Mount Clitoris" campaign, Satisfyer promoted the popular toy in a special pink edition, while our collaboration with HEMA expanded further with the opening of a second store in The Hague – following the success of the first store in 2023.

EasyToys also organised the GameOn! event again, in which sports teams competed for an EasyToys sponsorship package. With the humorous "Explore Uranus" campaign, EasyToys ventured into space itself, with the aim of making sex more accessible.

The company's leadership also saw a special moment that year: CEO Eric Idema passed the baton to Marc van Boven, ready to further grow and innovate in the field of sexual wellness.

2025

In 2025 too, EasyToys didn't stand still, with taboo-breaking campaigns and distinctive collaborations. For the third year running, EasyToys published the National Sex Survey 2025 early in the year, with exciting new insights into the sex lives of the Dutch.

EasyToys was present at various events, including Chocolade Bezorgd, Greetz, and Peakz Padel. We were also once again visible at the Huishoudbeurs, Pride, and KEI week. In spring, we organised the second edition of GameOn, where sports teams could compete for an exclusive EasyToys sponsorship package. Sign up now for next year's GameOn sponsorship competition!

One of the highlights is the highly successful collaboration with Kesbeke. What started as an April Fools' joke ultimately became reality: the AAAH-gherkin vibrator. A limited edition was produced, which sold out completely within an hour(!).

EasyToys knows highlights like no other, but this year we really went sky-high with Dijkstra Ballonvaarten. EasyToys could now be admired in the sky with its very own hot air balloon.

We closed out the year by touring the country together with Womanizer in a bright pink camper van. We visited Utrecht and Rotterdam, where visitors could discover what a female orgasm feels like through a unique VR experience.

This year, too, there was another special moment in the company's leadership: CEO Marc van Boven passed the baton to Anneke Kamphuis, our first female CEO.

Certificates

At EasyToys, safety and reliability come first. We're proud of our ISO 27001 certification, which shows that we adhere to strict standards for the protection of customer data. This means you can shop with us with confidence.

EQOM Group

EasyToys is part of the EQOM Group, an international organisation that stands for:

• E-Commerce
• Quality
• Open Mindedness
• Multinational

With the mission to get a toy into the bedside table of every adult worldwide, EQOM is determined to make sexual wellness more accessible and easier to talk about. By joining forces with leading companies and partners, we're taking big steps together as the EQOM Group towards market leadership in the world of sexual wellness.

The EQOM Group includes, among others: EasyToys, Amorelie, Adam & Eve, Kondomerie.net, Nytelse.no, Nexus, Christine le Duc, ONE-DC, and Eropartner.

Company Details

Address (no pick-up address)
EDC-Retail BV
Phoenixweg 6
9641 KS Veendam
The Netherlands

Other information
VAT number: NL8178.79.833.B01
CCI (Chamber of Commerce number): 04086094

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