I find this very interesting. I personally like it a lot, since we will probably make a visit because of the free entrance!
I think it is a smart way of getting people into the park during their winter event which would otherwise not have come. Like us (this year).
It will be an experiment for us as well, since we will be going with our (by then) 9 month old son. No clue if that is a good idea or not

But that's the thing: If he cannot sleep in the stroller or just hates the experience, we can go home anytime we want without 'wasting' an enterance ticket!
It is also their winter event, which I've never been to. That's a big plus, since my wife likes themeparks, but mostly because of the atmosphere. She is not the biggest fan of roller coasters, so a winter event is perfect! We might also bring her parents along. They a a big fan of Efteling, but would probably never visit Toverland.
I am just not sure if I should get an entrance ticket myself or just pay per ride... Rerides using a pay per ride system is not the best idea