Toys and games in Italy proved to be a robust industry in 2023, despite the declining value sales of some traditional toy and game products. With the rate of inflation falling slightly, consumer spending showed some improvement for affordable products.
In toys and games, the Christmas season generates over two-thirds of annual revenues for many Italian retailers, especially independents. In 2023, the Christmas period benefited from an additional weekend which generated additional sales opportunities for last minute purchases.
Video games manufacturers lead the competitive landscape for toys and games in Italy. In 2023, Sony Computer Entertainment Italia SpA has made strong progress thanks to the success of its PlayStation 5.
E-commerce dominated the distribution of toys and games even before the outbreak of COVID-19. However, the exigencies of the pandemic reinforced e-commerce’s position, and the channel continued to grow retail value share significantly in 2023.
In the forthcoming years, both traditional toys and games and video games are expected to see more moderate growth compared to the review period, when the COVID-19 pandemic supported sales. Licensing is expected to continue to support sales, with toys and games increasingly forming part of a broader ecosystem that encompasses all types of entertainment, including movies.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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