Toys and Games in Italy

Growth for toys and games in 2017

Growth in toys and games in Italy in 2017 is driven by video games as an increasing number of consumers of various ages continue to invest in the category. Static consoles and digital games software remain the biggest drivers of growth, bringing additional interest in and dynamism to the whole category.

Traditional toys and games is shaped by new trends

Traditional toys and games in Italy is being negatively influenced by an ageing population and low birth rates. However, on a positive note, consumers are willing to spend more in order to get higher quality toys and games for their children.

Big players continue to lead

Large and well-known players continue to lead toys and games in Italy. The good performance of big companies is linked to new launches, greater investment in product development and innovation, as well as in communication and promotional campaigns, reaching consumers in different channels.

Strong growth of internet retailing

In terms of distribution channels, internet retailing is growing strongly in 2017 and it is expected to continue doing so over the forecast period. Consumers greatly appreciate the convenience of ordering products from home and having them delivered, and the prices and promotions offered online.

Positive outlook for toys and games

Over the forecast period, toys and games in Italy is expected to continue to perform positively, showing growth both within video games as well as traditional toys and games. Traditional toys and games will benefit from the positive growth of certain categories, such as baby and infant and pre-school, which will continue to be important for Italian consumers, and overall from educational toys.

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