In 2024, the competitive landscape of traditional toys and games in Italy was characterised by a high level of concentration, with the top five global companies representing a combined 57% share of total value sales, a figure that exceeded the Western European average of 41%. This concentration had increased from 2019, when the top five companies held 56% share of value sales.
In 2024, Spin Master commemorated the 50th anniversary of Rubik's Cube with a series of events for both children - helping to develop digital, maths and technology skills, and adults - particularly appealing to the nostalgia element among older generations. Leveraging the toy's cross-generational appeal, the company introduced two new Rubik’s Cubes that merge traditional play with modern technology: the Rubik’s 3×3 Speed, a speedcubing variant enhanced with magnets for stability, and the Rubik’s 3×3 Connected X, a digital iteration featuring Bluetooth connectivity.
Cranio Creations, an Italian board game publisher with over 400 titles, has collaborated with Quercetti, an Italian company known for its pixel art toys, to release Point Art in 2024. The game is designed to promote creativity, logical thinking, and manual dexterity.
Clementoni SpA, which has a wide reach across many of the categories in traditional toys and games, including dominating sales of scientific/educational, gained further share in 2024. During the year, Clementoni's AIRO, an artificial intelligence robot developed in collaboration with the University of Macerata, Ubisive software house, and Il Faro Società Cooperativa Sociale under progettoAI4Edugaming, was awarded at the SMAU innovation show in Milan.
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Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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.
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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