Toys and Games in Italy

June 2025
Select Country Report
EUR 2,275
Request More Information

Delivery:

Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).

This report comes in PDF with additional info in Excel included.

Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the Toys and Games industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Toys and Games in Italy report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Toys and Games in Italy?
  • Which are the leading brands in Toys and Games in Italy?
  • How are products distributed in Toys and Games in Italy?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Italy?
  • How has retail disruption following COVID-19 and national lockdown impacted sales?
  • Where is future growth expected to be most dynamic?
  • Is it more important to appeal to children or adults?

Toys and Games in Italy

Growth fuelled by video games, kidult trend, collectibles, and e-commerce
Chart 1 Key Trends 2024
Video games records fastest growth
Tamagotchi relaunch targets nostalgic adults amid kidult trend
Chart 2 Tamagotchi Revival: Rock Glitter Edition Targets Nostalgic Adult Gamers
Collectibles gain popularity, driven by limited editions and social media
Chart 3 Sylvanian Families Boom as Social Media Fuels Collecting Trend in 2024
Moana film drives merchandise sales with Mattel and JAKKS Pacific
Video games to lead industry growth
Cloud gaming and personalisation to shape future gaming experiences
Toy affordability improves but inflation still hampers sales growth
Fila targets adults with Didò variations amid changing market
MGA launches Bratz Mean Girls doll line with Paramount Consumer Products
Peg Perego reduces workforce amid sales decline, acquisition possible
Plaion relaunches vintage console, targeting nostalgia and adult consumers
E-commerce remains dominant distribution channel, although in-store remains important
Chart 4 Analyst Insight
Pop Mart opens first store, targeting kidults with licensed figures
TV adverts drive board game popularity, particularly Monopoly, Cluedo and Forza 4
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in Italy 2024
Chart 7 Key Insights on Consumers in Italy 2024
Chart 8 Consumer Landscape in Italy 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Italy

KEY DATA FINDINGS

Growth in construction and puzzles and games driven by nostalgia, and community
Chart 9 Key Trends 2024
Lego uses pop-up shops and partnerships to drive growth
Funko Pop! Valentine's release highlights kidult influence on gift choices
Chart 10 Valentine’s Day Funko Pop! Surge Highlights Kidult Spending on Collectibles in 2024
Nostalgia a strong feature behind collectibles and marketing campaigns
Chart 11 Majorette and Bburago Spark Interest with Anniversary Celebrations in 2024
Miraculous licensing drives sales, leveraging TV and film tie-ins
Chart 12 Miraculous Launch Boosts Playmobil Sales Ahead of Christmas 2024
Construction to lead overall growth in category impacted by changing demographics
Licensing to shape traditional toys and games and influence trends
Tech integration and further rise of digitalisation
LEGO strengthens leadership with seasonal sets and new licensed products
Spin Master marks Rubik's Cube anniversary with new products
Cranio Creations partners Quercetti to launch Point Art game in 2024
Clementoni's AIRO robot wins innovation award for educational gaming
Chart 13 Analyst Insight
Rocco Giocattoli expands retail presence and tests new product launches
Lucca Comics showcases product launches and brand engagement for games
Online channels drive toy sales, influenced by social media trends

Video Games in Italy

KEY DATA FINDINGS

Growth in video games driven by mental wellbeing, online play, and multiplayer engagement
Chart 14 Key Trends 2024
Growth of video games software soars due to mental health benefits
Chart 15 Analyst Insight
Ubisoft and Mattel expand Uno franchise through video game partnerships
Chart 16 UNO Grows Digitally Through Ubisoft and Mattel Partnership in 2024
Established franchises drive video game sales amid rising development costs
Video games software projected to spearhead growth
Established franchises and digital platforms to drive industry growth
Chart 17 Call of Duty Black Ops 6 Drives Strong Sales in 2024
Opportunities and headwinds
Nintendo Switch 2 launch to reshape competitive landscape
Steam Deck boosts gaming with recording feature and parental controls
Microsoft adopts multiplatform strategy as gaming moves beyond hardware
Warner Bros. Games expands Harry Potter games and theme park experiences
E-commerce leadership sustained by entertainment integration and in-store brand reinforcement
Square Enix to launch games across all platforms after sales disappointment
NetEase gains top-seller status with free-to-play game
Consumers switch to online gaming, impacting hardware sales
Chart 18 Launch of New iPhone App Allows Gamers to Play Old Nintendo Titles

COUNTRY REPORTS DISCLAIMER

Download table of contents
The following categories and subcategories are included:

Toys and Games

    • Action Figures and Accessories
    • Arts and Crafts
    • Baby and Infant
    • Construction
    • Dolls and Accessories
    • Dress-Up and Role Play
    • Games and Puzzles
    • Model Vehicles
    • Outdoor and Sports
    • Plush
    • Pre-School
    • Remote Control Toys
    • Ride-On Vehicles
    • Scientific/Educational
    • Other Traditional Toys and Games
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

See all of our definitions
Share:

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This report originates from Passport, our Toys and Games research and analysis database.

NEW REPORT GUARANTEE

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!

© 2025 Euromonitor is privately owned & trademarked. VAT No. GB: 239-2559-40 Registered in England No. 1040587