De Toneelmakerij
De Toneelmakerij is an Amsterdam-based non-profit youth theater company creating original Dutch-language productions for ages 4-18+, reaching approximately 55,000 children and young people annually through performances, school bookings, and education workshops across the Netherlands and Europe.
- Company typePrivate
- Founded2009
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What De Toneelmakerij does
De Toneelmakerij is an Amsterdam-based non-profit youth theater company (Stichting, founded 2009) that creates original Dutch-language theater productions for children and young people aged 4 through 18+, combining live performance with interactive digital technology. Core productions are organized by age band (4+, 6+, 8+, 10+, 12+, 14+) and address complex societal themes such as online radicalization (Rabbit Hole, 14+), sexting and consent (Patchworkgirl, 12+, Ars Electronica Golden Nica 2024), Muslim-Jewish friendship under the Israel-Palestine conflict (Hassan en Moos, 12+, Zilveren Krekel 2025 for performer Yassine el Amriti), chronic illness and caregiving (Sick, 2026), and Dutch-Indonesian colonial history (Kantjil en de tijger, 2025, average audience rating 8.5). The technology stack combines live stage with custom-built interactive applications — notably the Getiyo platform and a Unity-based audience matchmaking app used in In Real Life (IRL) and Rabbit Hole — and integrates AI-generated avatars (Patchworkgirl, developed with AI artist Noelía Martin-Montalvo) for select productions. Operations are anchored at the historic Lauriergracht 99c venue in Amsterdam and include nationwide Dutch theater tours, school-time performances booked through the TDEA and Planned Culture platforms, direct in-classroom workshops, and international coproduction distribution via the European Theatre Convention (64 theaters in 31 countries) and the Young Europe consortium (8 European partner theaters).
The company's business model combines four revenue streams: (1) multi-year Dutch Ministry of Culture and City of Amsterdam operating subsidies (Raad voor Cultuur advised the maximum requested amount for the 2025-2028 BIS period); (2) ticket sales from own-venue, touring, and school performances (e.g., Daar buiten loopt een schaap at €175 per performance with volume discounts, primary education workshops at €150-€200 per session); (3) coproduction cost- and revenue-sharing with Dutch and European partner theaters (Theater De Krakeling, Theater Sonnevanck, DOX, Bijlmer Parktheater, Oorkaan, Studio Figur); and (4) project grants from Creative Europe, Vfonds, Fonds 21, Nederlands Letterenfonds, ZOZ fonds, and similar cultural funds. Supplemented by venue and costume rental income directed to sustainable projects, this multi-source structure supports an annual reach of approximately 55,000 children and young people (~30,000 audience + ~25,000 education participants). Governance sits under a Raad van Toezicht (Supervisory Board) chaired by Sandra Newalsing, with artistic director Paul Knieriem (departing end of 2026/27 season) and business director Marjolein van Bommel; Gregory Caers succeeds Knieriem effective October 1, 2026.
De Toneelmakerij firmographics
Firmographics- Name
- De Toneelmakerij
- Legal name
- Stichting de Toneelmakerij
- Website
- https://toneelmakerij.nl
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- De Toneelmakerij is an Amsterdam-based non-profit youth theater company creating original Dutch-language productions for ages 4-18+, reaching approximately 55,000 children and young people annually through performances, school bookings, and education workshops across the Netherlands and Europe.
- Ownership category
- akta.pro rank
De Toneelmakerij industry classification
Industry- Product category
- Youth Theater (Performing Arts)
- NAICS
- Theater Companies and Dinner Theaters (71111), Fine Arts Schools (61161), Performing Arts Companies (7111)
- akta.pro primary industry
- Children’s & Youth Theatre (MPAGABAE)
- akta.pro secondary industries
- Theater & Drama Education (Acting, Improvisation, Musical Theater) (EDAMAAAG), Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH)
Keywords
Where De Toneelmakerij is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
De Toneelmakerij business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Government Subsidies: De Toneelmakerij is publicly funded, receiving core operating subsidies from the Dutch Ministry of Culture and the City of Amsterdam. The Raad voor Cultuur (Council for Culture) has advised the maximum subsidy amount for the 2025-2028 period, confirming the organization's role as a supported cultural institution.
- Ticket Sales and Performance Revenue: Revenue generated from ticket sales for theater performances at the Toneelmakerij venue (Lauriergracht 99c), touring productions, and school performance bookings. Coproduction partners (Theater De Krakeling, Theater Sonnevanck, DOX, Bijlmer Parktheater) co-finance productions.
- Coproduction and Project Funding: Coproductions with partner theaters share production costs and revenue. International projects receive co-financing from Creative Europe, European Theatre Convention (ETC), and national cultural funds (Vfonds, Nederlands Letterenfonds, ZOZ fonds).
- Venue and Costume Rental: The Lauriergracht 99c venue is rented out for events, and periodic costume sales generate supplementary income directed toward new sustainable projects.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One-time | Theater Workshop - A Koffer Vol Theater (Primary Education, Group 1-3) |
| Unit Pricing | One-time | Theater Workshop - Een Pakketje Troost (Primary Education, Group 4-5) |
| Unit Pricing | One-time | Theater Workshop - Theater HIIT (Primary Education, Group 6-8) |
| Unit Pricing | One-time | Daar buiten loopt een schaap - Class Performance (Group 1-3) |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels6 records
De Toneelmakerij product offering
Product offeringCore offering
De Toneelmakerij produces original Dutch-language youth theater for children and young people (ages 4-18), delivered as live main-stage productions, classroom/school performances, and an in-classroom education program reaching approximately 25,000 students annually. Productions combine live theater with digital interactivity (custom audience apps, Unity game environments, AI-generated avatars) and tackle socially complex themes such as online radicalization, polarization, sexting, grief, and identity. The company operates its own venue at Lauriergracht 99c in Amsterdam and tours nationally and internationally through the European Theatre Convention network.
Product overview
De Toneelmakerij is an Amsterdam-based youth theater company that creates challenging theater for children and young people growing up in a rapidly changing world. Its portfolio spans full productions for ages 4+ through 14+, class/school productions for classroom settings, international coproductions through the Young Europe program, education programs reaching approximately 25,000 youth annually, and talent development initiatives like UP NEXT. Key productions include Alice in Wonderland (8+, coproduction with DOX), Sick (all ages), De Koka Kola Rivier (9+), In Real Life (IRL) (12+) with interactive audience matching app, Hassan en Moos (12+) winner of Silver Krekel, Rabbit Hole (14+) with interactive mobile phone participation, Patchworkgirl (12+) featuring AI-generated avatar and winner of Ars Electronica Award, and Rijnreisje (6+) winner of Silver Krekel. Productions are coproduced with partners including Theater De Krakeling, Theater Sonnevanck, Bijlmer Parktheater, DOX, Oorkaan, and Studio Figur, and supported by the Alle Kinderen naar Theater accessibility initiative.
Differentiator
Problem solved
Functional benefit
Brands
- Young Europe: European collaboration project creating new repertoire for youth audiences, initiated by the European Theatre Convention
- UP NEXT
- Alle Kinderen naar Theater
- TM Amsterdam
Products and services
- Alice in Wonderland (8+) A high-energy coming-of-age production about Alice falling through a rabbit hole into a topsy-turvy Wonderland, exploring identity, self-discovery, and what makes you who you are. Coproduction with DOX, featuring dance, music, and magic. Touring begins February 2026.
- Sick (all ages) An intimate class production for classrooms about two best friends — Ginny with a chronic illness and Lou who cares for her. Explores friendship, chronic illness, and caregiving. Addresses the invisible group of children with chronic conditions. Premieres February 2026.
- De Koka Kola Rivier (9+) A musical youth production about Jaylano visiting his cousin Kevin in the Netherlands from Suriname, exploring themes of longing for a homeland one has never visited, cultural identity, and the complex Surinamese-Dutch relationship. Written by Bodil de la Parra. Touring starts February 2027.
- In Real Life (IRL) (12+) An innovative tech-production exploring how real an online friendship can be. Two teenagers Ras and Boh have abandoned reality for the online world. The audience uses a matching app to play mini-games with each other during the show. Coproduction with Theater De Krakeling.
- Hassan en Moos (12+) A class production about two inseparable friends — one Muslim, one Jewish — whose friendship is tested by the Israel-Palestine conflict and demands from social media followers to take sides. Winner of the Silver Krekel 2025 for performer Yassine el Amriti. Includes TikTok content and post-show dialogue (Deel de Duif).
- Rabbit Hole (14+) An interactive production where audience members use their mobile phones to follow Samy into online radicalization communities. Borders between on- and offline blur as the audience becomes part of chatfora and must choose whether to follow Samy 'into the rabbit hole' or stay outside. Coproduction with Theater Sonnevanck.
- Patchworkgirl (12+) A lecture-performance about sexting, exposing, slutshaming, and reclaiming one's sexuality. Features an AI-generated avatar created with AI artist Noelia Martin-Montalvo that enters online exposure communities. Winner of the Ars Electronica Award for Digital Humanity 2024 (Golden Nica, €10,000 prize, selected from 3,000 entries from 80+ countries).
- Rijnreisje (6+) A visually overwhelming family production following two salmon swimming upstream through the Rhine, discovering myths, legends, and stories along Europe's major river. Features pop-up cardboard worlds by Steef de Jong with music by Yung-Tuan Ku, who won the Silver Krekel 2024.
- De Grootste Goochelshow (6+) A production about loss, grief, and saying goodbye, created in collaboration with Bijlmer Parktheater. Actors learn real magic tricks and integrate them into the performance about the passage of time and the difficulty of farewell.
- Kantjil en de tijger A coproduction with Oorkaan and Studio Figur about the Dutch-Indonesian colonial history, told through the animal trickster tale. Research showed 88% of nearly 500 respondents felt moved, 83% of children learned about shared history, average rating 8.5. 52% of audience had Indonesian roots; 71% attended with children under 15.
- Koekoeksnest A class production for ages 10 and older about two sisters Saffa and Nim, whose mother sits on the school roof. Address mental health and what it means to be 'normal'. Commissioned by Theater Sonnevanck, Theater Oostpool, and Theater aan de Rijn.
- Education Programs (Theater Workshops and School Programs) Education programs reaching approximately 25,000 children and youth annually. Includes school performances for primary and secondary education, workshops (e.g., Een Pakketje Troost €200/session, Theater HIIT €200/session, A Koffer Vol Theater €150/session), free teaching materials, active programs where students create their own artwork, theater workshops in theater or at school, and specialized programs for special education.
- UP NEXT Talent Development Platform A two-year talent development platform for youth theater and dance creators, launched jointly with Danstheater AYA, Theater De Krakeling, Bijlmer Parktheater, and Meervaart. Provides four emerging makers (Yasmina Ahamiane, Marcos Valster Da Costa Ferreira, Uriah Havertong, Cheroney Pelupessy) with space to experiment, financial support, artistic coaching, and production guidance.
- Young Europe Productions A European project of the European Theatre Convention (ETC) bringing eight theaters together to create new classroom productions giving voice to marginalized stories. De Toneelmakerij produced Hassan & Moos under this project. Winner of the Art Explora Award 2022. Young Europe V (Life Stories) is currently in progress.
- TRUST (TRUth on STage) European Project European project connecting theater and investigative journalism, funded by €1 million EU support with nine leading European theaters. Runs March 2026 to June 2028. De Toneelmakerij investigates online misogyny and antifeminist algorithms in collaboration with journalists Daphne van Paassen and Anne Lisa Giesen.
Quantifiable outcome
- 88% of Kantjil en de tijger audience reported being emotionally moved; 83% of children learned new information about shared Dutch-Indonesian history; average rating 8.5
- +2 more outcomes
Companies that use De Toneelmakerij
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles3 records
De Toneelmakerij technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability9 records
Feature4 records
De Toneelmakerij partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and minor.
- TRUST (TRUth on STage) ConsortiumcoreNine European theaters led by European Theatre Convention and Schauspiel Köln, funded by €1M EU grant (March 2026–June 2028). Toneelmakerij will investigate online misogyny and antifeminist algorithms with journalist Daphne van Paassen and researcher Anne Lisa Giesen. Fellow partners: Ivan Vazov National Theatre Sofia, Teatro Nacional Dona Maria II, Volkstheater Wien, Folkteatern Göteborg, Örkény Theatre, National Theatre Prague, CDN Théâtre Nanterre-Amandiers.
- Fonds 21minorFunder of Alice in Wonderland coproduction with DOX.
- Stichting de VersterkingminorFunder of Alice in Wonderland coproduction with DOX.
- Zadelhoff Cultuur FondsminorFunder of Alice in Wonderland coproduction with DOX.
- Bijlmer ParktheaterminorCollaboration with Bijlmer Parktheater in Zuidoost for De Grootste Goochelshow (6+), a production about grief, loss, and connection. Bijlmer Parktheater's diverse community brings multiple cultural perspectives to the project.
- OorkaanminorCoproduction partner for Kantjil en de tijger, an acclaimed production exploring shared Dutch-Indonesian history. Kantjil en de tijger reached a highly diverse audience with 52% having Indonesian heritage.
- Studio FigurminorCoproduction partner for Kantjil en de tijger alongside Oorkaan.
- European Theatre Convention (ETC)coreActive member since 2011. Paulien Geerlings serves as Head of Dramaturgy and International Collaboration and is former Vice President (2017-2023). ETC provides the network for Young Europe programs, Theatre Green Book sustainability certification, and international coproduction exchanges.
- United Ukrainian TheaterminorToneelmakerij hosted United Ukrainian Theater productions Chaos and The Mood of Love at its Lauriergracht venue. Supported Yasha Gudzenko's work as 'a remarkable creator.' Toneelmakerij provided venue, artistic support (Marjolein van Bommel, Paulien Geerlings), and promotional backing.
- UP NEXT Partners (Danstheater AYA, Theater De Krakeling, Bijlmer Parktheater, Meervaart)coreFive Amsterdam partners launched UP NEXT platform for youth theater and dance talent. Toneelmakerij leads the platform providing financial support, artistic coaching, and production guidance to four emerging makers (Yasmina Ahamiane, Marcos Valster Da Costa Ferreira, Uriah Havertong, Cheroney Pelupessy) over two years.
- TDEA (Theateraanbieders Amsterdam)coreTDEA bundles Toneelmakerij's (and other Amsterdam theater institutions') school performance offerings on a single platform, enabling Amsterdam primary schools to easily book performances.
- Vfonds – Nationaal Fonds voor Vrede, Vrijheid en VeteranenminorCo-funder of Hassan en Moos production and supporter of audience research on Kantjil en de tijger impact.
- Anna Elffers (Publieksonderzoeker)minorConducted large-scale audience research on Kantjil en de tijger impact with nearly 500 respondents.
- Theater De KrakelingcoreLongstanding coproduction partner for multiple productions including Rijnreisje, Daar buiten loopt een schaap, Opstand der onderkruipsels, In Real Life (IRL), and De Stokjesman. Also partner in UP NEXT talent platform and Koop een kaartje - Geef een kaartje benefit campaign. Co-produces small-scale school performances and large family productions.
- Young Europe Consortium (8 European Theaters)coreToneelmakerij is the Dutch member of the Young Europe consortium (Young Europe II, III, IV, and V). Led by Paulien Geerlings, the project creates new classroom texts by diverse European writers. Young Europe IV produced Hassan & Moos; Young Europe V (Life Stories) is currently underway. Won Art Explora Award 2022.
- Waag FuturelabminorCollaborated on Patchworkgirl research, exploring ethical questions around AI avatars, digital consent, and online exploitation. Waag contributed public research methodology and technological expertise.
- Het Zuidelijk ToneelminorFirst Dutch theaters (alongside Toneelmakerij) to receive ETC Theatre Green Book certification at Preliminary level, demonstrating shared commitment to sustainability in theater production.
- Theater SonnevanckcoreCoproduction partner for Rabbit Hole (interactive production about online radicalization), which was also developed with international partners and premiered at Ars Electronica Centrum. Also co-commissioned Koekoeksnest (KAAS & KAPPES winning play by Nina van Tongeren).
- Akademie für Theater und Digitalität (Dortmund)minorInternational coproduction partner for Rabbit Hole international version (2022-2023), alongside Schäxpir Festival Austria and Ars Electronica Centrum Linz.
- DOXcoreCoproduction partnership with DOX (youth arts center) for Alice in Wonderland. Previously coproduced Giselle (named 'dé familievoorstelling van 2024' by Het Parool) and The Hot Peaches. Both organizations pool artistic resources and audiences for large-scale youth productions.
Scale indicators9 records
Recent moves6 records
Expansion highlights6 records
De Toneelmakerij competitors and assessment
Company assessmentDirect peers
- Theater De Krakeling: Amsterdam-based youth theater and long-standing coproduction partner of De Toneelmakerij on productions including Rijnreisje, IRL, and Rabbit Hole. Both companies serve similar primary-school and family audiences in the Amsterdam market and co-finance productions together.
- Oorkaan: Amsterdam-based music theater company for young audiences that coproduced Kantjil en de tijger with Toneelmakerij. Comparable scale, Dutch public funding model, and youth audience focus, though with stronger musical-theater orientation.
- DOX: Youth arts center coproducing Alice in Wonderland with Toneelmakerij and previously Giselle and The Hot Peaches. Directly comparable Dutch peer producing large-scale original youth productions with similar coproduction economics.
- Theater Sonnevanck: Dutch youth theater based in Enschede that coproduced Rabbit Hole and Koekoeksnest with Toneelmakerij. Comparable in mission (text-based youth theater), target audience (4-18 age range), and Dutch public funding model.
- Bijlmer Parktheater: Amsterdam-based partner theater that collaborated on De Grootste Goochelshow and is part of the UP NEXT platform. Operates in Zuidoost with a diversity-focused youth programming mandate similar to Toneelmakerij's inclusive outreach.
Broad incumbents
- Het Zuidelijk Toneel: Larger Dutch subsidized theater co-certified at the same ETC Theatre Green Book Preliminary level as Toneelmakerij. Comparable in sustainability profile and Dutch public funding structure, but serves broader (not youth-only) audiences.
- Stadsschouwburg Amsterdam: Amsterdam's flagship subsidized theater venue. Compares on city-level cultural mandate and Dutch public funding context, though programming is broader adult/family theater rather than youth-specialized.
- National Theatre for Children (UK) / Unicorn Theatre: London's flagship theater for young audiences, comparable in mission (challenging professional theater for ages 4-18), public funding profile, and international coproduction ambitions. Larger scale and broader recognition than Toneelmakerij.
Emerging players
- Jonge Harten Festival: Groningen-based international youth theater festival where incoming artistic director Gregory Caers is currently curator. Comparable focus on innovative international youth theater, with a festival rather than company production model.
Regional players
- Theater aan de Rijn: Arnhem-based youth theater co-commissioning Koekoeksnest with Toneelmakerij. Comparable Dutch public funding model and youth programming, primarily serving regional Gelderland audiences.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
De Toneelmakerij social profiles
Digital presenceDe Toneelmakerij compliance and trust
Trust signalCompliance3 records
De Toneelmakerij financial estimates
Financial estimateRevenue estimate
Valuation estimate
De Toneelmakerij leadership team
Management profileNumber of profiles
Profiles10 records
De Toneelmakerij funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
De Toneelmakerij M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about De Toneelmakerij
What does De Toneelmakerij do?
De Toneelmakerij produces original Dutch-language youth theater for children and young people (ages 4-18), delivered as live main-stage productions, classroom/school performances, and an in-classroom education program reaching approximately 25,000 students annually. Productions combine live theater with digital interactivity (custom audience apps, Unity game environments, AI-generated avatars) and tackle socially complex themes such as online radicalization, polarization, sexting, grief, and identity. The company operates its own venue at Lauriergracht 99c in Amsterdam and tours nationally and internationally through the European Theatre Convention network.
Is De Toneelmakerij a public or private company?
De Toneelmakerij is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was De Toneelmakerij founded?
De Toneelmakerij was founded in 2009. It employs 11 to 50 people.
Where is De Toneelmakerij based?
De Toneelmakerij is headquartered in Amsterdam, Netherlands, in the Europe region.
How does De Toneelmakerij make money?
Four revenue lines are on record. Government Subsidies are the primary driver. The others are ticket Sales and Performance Revenue, coproduction and Project Funding and venue and Costume Rental.
Who are De Toneelmakerij's main competitors?
Direct peers on record are Theater De Krakeling, Oorkaan, DOX, Theater Sonnevanck and Bijlmer Parktheater. Broad incumbents are Het Zuidelijk Toneel, Stadsschouwburg Amsterdam and National Theatre for Children (UK) / Unicorn Theatre. Jonge Harten Festival is listed as an emerging player. Theater aan de Rijn is listed as a regional player.
Does De Toneelmakerij have an API?
No public API is recorded for De Toneelmakerij.
What industry is De Toneelmakerij in?
De Toneelmakerij's product category is Youth Theater (Performing Arts). Its primary akta.pro industry code is MPAGABAE, Children’s & Youth Theatre, with a secondary code of EDAMAAAG, Theater & Drama Education (Acting, Improvisation, Musical Theater). Its NAICS code is 71111.