Italy Toy Market Research Report, 2029

Italian toy manufacturers are known for their attention to detail, quality craftsmanship, and innovative designs. They create toys that promote imaginative play, creativity, and educational value. The Italian toy market offers a wide variety of toys, ranging from traditional and classic toys to modern electronic gadgets and licensed products. Traditional French toys, such as spinning tops, marbles, jigsaw puzzles, and wooden toys, continue to be popular. These toys often embody Italian design aesthetics and craftsmanship. The Italian toy market also embraces modern technological advancements. Electronic toys, interactive robots, coding kits, and augmented reality (AR) toys have gained popularity among children in Italy. These toys provide a blend of entertainment and educational experiences, fostering creativity, problem-solving skills, and STEM (Science, Technology, Engineering, and Mathematics) learning. France values the educational aspect of toys. Many toys in the French market are designed to be educational and promote learning through play. Building blocks, puzzles, construction sets, and science kits are popular choices. According to the research report "Italy Toy Market Research Report, 2029," published by Actual Market Research, the Italy Toy market is expected to reach a market size of more than USD 3.71 Billion by 2029. Key factors influencing the market include the increasing popularity of licensed toys, which leverage well-known franchises like Disney and Marvel. This segment has outperformed the general toy market since 2020, driven by the rise of streaming platforms that enhance the visibility of these franchises and stimulate consumer interest in related merchandise. Another significant factor is the impact of the COVID-19 pandemic, which prompted many parents to invest more in toys for their children during lockdowns. This trend has led to resurgence in the infant toy segment, where products made from sustainable materials are gaining traction due to heightened environmental awareness among consumers. Additionally, the shift towards digital retailing has transformed purchasing behaviors, with many consumers opting for online shopping platforms alongside traditional retail outlets. One major driver is the increasing popularity of licensed toys associated with well-known franchises such as Disney, Marvel, and Harry Potter. These intellectual properties (IPs) leverage the emotional connection that consumers have with beloved characters, encouraging purchases across various toy categories, including dolls, plush toys, and board games. Economic factors such as inflation and changing consumer spending habits pose risks. As households face financial pressures, discretionary spending on toys may decline, affecting overall sales in the licensed segment. Furthermore, the ongoing shift towards digital entertainment means that children are spending more time on screens, which could reduce interest in physical toys.

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The Italian toy market offers a diverse range of products catering to different age groups and play preferences. Building sets, such as construction toys, are popular among Italian children. These toys encourage creativity, problem-solving skills, and spatial awareness. They often feature interlocking pieces that can be assembled into various structures, vehicles, or characters. Popular building set brands like LEGO have a strong presence in the Italian market, with sets designed for different age groups and skill levels. Dolls are a beloved toy category in Italy, appealing to children's nurturing instincts and imagination. Italian children enjoy playing with fashion dolls, baby dolls, and soft plush toys in various sizes and designs. Dolls allow children to engage in role-play, storytelling, and developing social skills. Iconic doll brands like Barbie and American Girl have a significant following in Italy. Games and puzzles are popular among Italian children, promoting cognitive development, problem-solving skills, and social interaction. Traditional board games, card games, and classic puzzles are enjoyed by children of all ages. These toys encourage family bonding and provide educational benefits while fostering critical thinking and strategic planning abilities. Toys designed for infants, toddlers, and preschoolers are essential in the Italian toy market, supporting early childhood development. These toys focus on promoting motor skills, coordination, and early learning through engaging activities. They may include shape sorters, stacking toys, building blocks, push and pull toys, ride-on toys, and simple puzzles. These toys are crucial for nurturing cognitive, physical, and social development in young children. The toy market in Italy is segmented into three primary age groups: 0-8 years, 9-15 years, and 15 years and above. Products such as building sets, dolls, and infant/toddler toys are particularly popular. Toys in this category focus on promoting motor skills, creativity, and early learning. Brands like LEGO and traditional wooden toys continue to thrive, appealing to parents who prioritize quality and educational value. Despite a decline in overall sales for children under 12 since 2021, this segment remains crucial, with children spending an average of €295 per head on toys. The 9-15 age group shows a shift towards more complex toys that challenge cognitive abilities and encourage social interaction. Popular categories include games and puzzles, construction sets, and electronic toys. This segment has seen a notable increase in demand for licensed products based on popular media franchises, which resonate well with older children. The growth of this segment reflects a trend towards interactive play experiences that blend entertainment with learning. the market for teens and adults (15 years and older) has emerged as a significant growth driver in Italy's toy sector. Valued at approximately €4.5 billion in 2023, this segment has expanded by 2.5% since 2022, now accounting for about 28.5% of total toy sales. The demand here is fueled by nostalgia and fandom for collectibles, board games, and puzzles. Adults are increasingly engaging with toys as collectors or hobbyists, leading to a rise in sales within this demographic. Online sales have seen significant growth in Italy, particularly accelerated by the COVID-19 pandemic, which shifted consumer behavior towards e-commerce. Major platforms such as Amazon, eBay, and local retailers like Unieuro and MediaWorld have established strong online presences, allowing consumers to purchase a wide variety of toys from the comfort of their homes. E-commerce now dominates the toy distribution landscape, providing convenience and often competitive pricing. The ability to browse extensive inventories and access customer reviews has made online shopping a preferred choice for many Italian families. In 2023, online retail accounted for a substantial share of toy sales, reflecting a broader trend towards digital shopping that is expected to continue. Offline retail remains vital in the Italian toy market. Traditional brick-and-mortar stores, including specialized toy shops like Toys Center and large department stores such as Coin and La Rinascente, play an essential role in providing hands-on experiences for consumers. These outlets often host seasonal promotions and events that attract families during peak shopping periods, particularly around holidays like Christmas. Additionally, hypermarkets such as Carrefour and Auchan feature dedicated toy sections that cater to a wide range of consumers, offering both popular brands and educational toys.

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Nikita Jabrela

Business Development Manager

Considered in this report • Geography: Italy • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • Italy toy market with its value and forecast along with its segments • Various divers and challenges • Ongoing trends and developments • Five force models • Top profiled companies • Strategic recommendation By Product • Action Figures & ACC •Arts & Crafts •Building Sets •Dolls •Games/Puzzles •Infant/Toddler/Preschool •Youth Electronics •Outdoor & Sports Toys •Plush •Vehicles •Explorative & Other Toys

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By Age Group •0-8 years •9-15 years •15 years and above By Distribution Channel •Online •Offline The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies ket. The secondary research consists of third party sources such as press Releases, annual report of companies, analyzing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources. Intended audience This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.