Report cover image

Traditional Toys and Games in Italy

Publisher Euromonitor International
Published Jun 05, 2025
Length 24 Pages
SKU # EP20081064

Description

In 2024, traditional toys and games in Italy witnessed a marginal decline in value sales. Nevertheless, the growth of construction and games and puzzles was driven by factors such as strategy, nostalgia, and community building. The kidult trend, which sees adults seeking nostalgic experiences, had a significant impact on demand. E-commerce was the leading distribution channel, while the competitive landscape remained fairly concentrated among the leading players.

Euromonitor International's Traditional 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: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

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

Why buy this report?
* Get a detailed picture of the Traditional 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

24 Pages
Traditional Toys and Games in Italy
Euromonitor International
June 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN ITALY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth in construction and puzzles and games driven by nostalgia, and community
CHART 1 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 2 Valentine’s Day Funko Pop! Surge Highlights Kidult Spending on Collectibles in 2024
Nostalgia a strong feature behind collectibles and marketing campaigns
CHART 3 Majorette and Bburago Spark Interest with Anniversary Celebrations in 2024
Miraculous licensing drives sales, leveraging TV and film tie-ins
CHART 4 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 5 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
CHART 6 Key Trends 2024
CHART 7 Tamagotchi Revival: Rock Glitter Edition Targets Nostalgic Adult Gamers
CHART 8 Sylvanian Families Boom as Social Media Fuels Collecting Trend in 2024
CHART 9 Analyst Insight
CHART 10 Real GDP Growth and Inflation 2019-2029
CHART 11 PEST Analysis in Italy 2024
CHART 12 Key Insights on Consumers in Italy 2024
CHART 13 Consumer Landscape in Italy 2024
TOYS AND GAMES IN ITALY
EXECUTIVE SUMMARY
Growth fuelled by video games, kidult trend, collectibles, and e-commerce
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
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
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
Pop Mart opens first store, targeting kidults with licensed figures
TV adverts drive board game popularity, particularly Monopoly, Cluedo and Forza 4
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

Search Inside Report

Pricing

Currency Rates
How Do Licenses Work?

How Do Licenses Work?

The primary function of a report license is to define how many people within a company are authorized to use the purchased report. This is separate to how a report might be delivered. Unless specifically identified otherwise, the purchase option is Single User. Below is a helpful description of that license, along with a sampling of others most commonly offered.

  • This license allows only one user to have access to and to use/read the report. It is not one user at a time or one user group; it is an individual who will be reading and utilizing the report.

  • This license allows for the entire purchasing company to read and use the report. This is the license level that would allow for a report to be placed on an internal company shared drive for access by all employees of that direct company. This license does not extend to parent or sister company use.

  • This license is designed to allow an entire department within a company full access to a report. The departmental license is a great option for companies that have more than one location and the department is spread out all over the country/world

  • This license is for companies that have one location where they want the report to be accessible by all employees within that physical location.

  • This is the most flexible of the licensing options. Some publishers will allow you to get a license for a preset number of people (typically 5). These licenses are ideal for small work groups.

License options are at the discretion of each publisher. As such, not all licenses indicated above are available for every product. If you are uncertain of the best license for your needs or would like a license that is not proactively available, please contact us and we will be happy to assist.

Head shot

Questions or Comments?

Our team has the ability to search within reports to verify it suits your needs. We can also help maximize your budget by finding sections of reports you can purchase.
Chat Now
Contact Us