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Toys and Games in Italy

Publisher Euromonitor International
Published Jun 05, 2025
Length 33 Pages
SKU # EP20081123

Description

In 2024, toys and games in Italy saw a modest rise in value sales. Notable trends included the upsurge in video game popularity and the kidult phenomenon, with specialist stores increasingly targeting adult consumers. Collectibles, particularly limited edition, played a significant role, with e-commerce being a primary distribution channel. Market concentration was evident, with the top five companies holding a larger share of value sales.

Euromonitor International's Toys and Games in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

33 Pages
Toys and Games in Italy
Euromonitor International
June 2025
List Of Contents And Tables
TOYS AND GAMES IN ITALY
EXECUTIVE SUMMARY
Growth fuelled by video games, kidult trend, collectibles, and e-commerce
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
Video games to lead industry growth
Cloud gaming and personalisation to shape future gaming experiences
Toy affordability improves but inflation still hampers sales growth
COMPETITIVE LANDSCAPE
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
CHANNELS
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
ECONOMIC CONTEXT
CHART 5 Real GDP Growth and Inflation 2019-2029
CHART 6 PEST Analysis in Italy 2024
CONSUMER CONTEXT
CHART 7 Key Insights on Consumers in Italy 2024
CHART 8 Consumer Landscape in Italy 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth in construction and puzzles and games driven by nostalgia, and community
CHART 9 Key Trends 2024
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
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
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth in video games driven by mental wellbeing, online play, and multiplayer engagement
CHART 14 Key Trends 2024
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
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

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