COMPETITIVE LANDSCAPE
LEGO strengthens leadership with seasonal sets and new licensed products
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.
Spin Master marks Rubik's Cube anniversary with new products
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 partners Quercetti to launch Point Art game in 2024
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's AIRO robot wins innovation award for educational gaming
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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Overview:
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.
The Traditional 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 Traditional Toys and Games in Italy?
- Which are the leading brands in Traditional Toys and Games in Italy?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Italy - Category analysis
KEY DATA FINDINGS
Growth in construction and puzzles and games driven by nostalgia, and community
Lego uses pop-up shops and partnerships to drive growth
Funko Pop! Valentine's release highlights kidult influence on gift choices
Nostalgia a strong feature behind collectibles and marketing campaigns
Miraculous licensing drives sales, leveraging TV and film tie-ins
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
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
Toys and Games in Italy - Industry Overview
Growth fuelled by video games, kidult trend, collectibles, and e-commerce
Video games records fastest growth
Tamagotchi relaunch targets nostalgic adults amid kidult trend
Collectibles gain popularity, driven by limited editions and social media
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
Pop Mart opens first store, targeting kidults with licensed figures
TV adverts drive board game popularity, particularly Monopoly, Cluedo and Forza 4
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional 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
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 definitionsWhy 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 Traditional Toys and Games research and analysis database.
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