Toys and Games in Italy

COVID-19 impact on toys and games

Toys and games recorded a decline in current value growth in 2020, primarily as a result of widespread store closures during the national lockdown following the outbreak of COVID-19 in the country. This category comprises a large number of independents that rely solely on foot traffic in physical outlets with little or no online presence.

COVID-19 country impact

Italy was declared a protected area by decree and placed under lockdown from 9 March 2020. This extended the restrictions already in force in Lombardy and the 14 northern provinces most affected by COVID-19, with nationwide lockdown lasting from 10 March until 3 April and subsequently extended to 4 May.

Company response

The competitive landscape in both traditional toys and games and video games remained highly fragmented in 2020. Moreover, the competition intensified as players looked to innovation and marketing to gain an edge over their rivals.

Retailing shift

There are many independent toy retailers selling traditional toys in Italy with little or no online presence. While some players were creative in finding new ways to maintain contact with their customers in 2020, for example through social media platforms, there is still significant scope for development in this respect.

What next for toys and games?

Live esports events are expected to continue to be affected by COVID-19 in 2021-2022, at least until Italy's vaccination programme is complete. Nonetheless, this represents an excellent opportunity for companies to begin advertising and sponsoring online events and for the Italian Government to support a growing global industry at a time when traditional industries are losing revenues.

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