Toys and Games in Italy

May 2021
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Overview:

Understand the latest market trends and future growth opportunities for the 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the 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 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 Toys and Games in Italy?
  • Which are the leading brands in Toys and Games in Italy?
  • How are products distributed in 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?

Toys and Games in Italy

EXECUTIVE SUMMARY

COVID-19 impact on toys and games
COVID-19 country impact
Company response
Retailing shift
What next for toys and games?

MARKET DATA

Table 1 Sales of Toys and Games by Category: Value 2015-2020 Table 2 Sales of Toys and Games by Category: % Value Growth 2015-2020 Table 3 NBO Company Shares of Toys and Games: % Value 2016-2020 Table 4 LBN Brand Shares of Toys and Games: % Value 2017-2020 Table 5 Distribution of Toys and Games by Format: % Value 2015-2020 Table 6 Forecast Sales of Toys and Games by Category: Value 2020-2025 Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Traditional Toys and Games in Italy

KEY DATA FINDINGS

2020 IMPACT

Disruptions to supply chains and restrictions on selling impact traditional toys and games in 2020
LEGO retains the lead in a highly fragmented arena in 2020
Licencing adds value to action figures and accessories and games and puzzles as the traditional consumer base shrinks

RECOVERY AND OPPORTUNITIES

Engagement with online platforms and an integrative approach will be necessary for success in the future
Scope for growth across several subcategories in traditional toys and games, but demographic trends present challenges
Store-based retailers will adapt marketing strategies and portfolios to accommodate digitalisation

CATEGORY DATA

Table 8 Sales of Traditional Toys and Games by Category: Value 2015-2020 Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2015-2020 Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2015-2020 Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2016-2020 Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2017-2020 Table 13 Distribution of Traditional Toys and Games by Format: % Value 2015-2020 Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2020-2025 Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2020-2025 Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2020-2025

Video Games in Italy

KEY DATA FINDINGS

2020 IMPACT

Demand for video games surges during lockdown as consumers seek ways to maintain social interaction and pass the time
Nintendo Co Ltd maintain its lead in a highly fragmented arena, with innovation in mobile-only products
E-commerce consolidates its dominant position while mobile games benefits from improving connectivity, game sophistication and product ranges

RECOVERY AND OPPORTUNITIES

Growth will across the forecast period but the category is likely to see significant innovation and improvements in connectivity infrastructure
Retail chains will seek to support franchising while the development of AR/VR headsets will boost sales of gaming accessories
Fast-growing passion for e-sports will contribute to the dynamism of video games in Italy

CATEGORY DATA

Table 17 Sales of Video Games by Category: Value 2015-2020 Table 18 Sales of Video Games by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Video Games: % Value 2016-2020 Table 20 LBN Brand Shares of Video Games: % Value 2017-2020 Table 21 NBO Company Shares of Video Games Hardware: % Value 2016-2020 Table 22 LBN Brand Shares of Video Games Hardware: % Value 2017-2020 Table 23 NBO Company Shares of Video Games Software: % Value 2016-2020 Table 24 Distribution of Video Games by Format: % Value 2015-2020 Table 25 Distribution of Video Games Hardware by Format: % Value 2015-2020 Table 26 Distribution of Video Games Software by Format: % Value 2015-2020 Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2015-2020 Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2015-2020 Table 29 Forecast Sales of Video Games by Category: Value 2020-2025 Table 30 Forecast Sales of Video Games by Category: % Value Growth 2020-2025
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  • 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 Toys and Games research and analysis database.

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