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Toys and Games in Italy
June 2022
Toys and games in 2021: The big picture
Having accelerated sharply in 2020, the rate of growth in retail constant value sales (2021 prices) of toys and games slowed significantly during 2021, with the relative performances of traditional toys and games and video games continuing to diverge. Having declined during most of the review period, the rate of growth in retail constant value sales of traditional toys and games accelerated sharply in 2021 – reaching its highest level in well over a decade.
2021 key trends
Demographics continue to act as drag on demand for traditional toys and games. Retail constant value sales (2021 prices) of traditional toys and games were in decline even before the onset of the pandemic, amid a steady decline in the number of people aged 0-14 due a declining birth rate.
Competitive landscape
Over the course of the review period, LEGO SpA has consolidated its position as the leading player in the highly fragmented competitive landscape of traditional toys and games. The company's strategy in Italy is very similar to that of design and fashion players, with flagship stores in Milan and Rome and Lego Certified Stores nationwide (these are managed by a third party).
Retailing developments
In the midst of the pandemic, e-commerce became the dominant distribution channel for traditional toys and gains in 2020, and it continued to gain value share during 2021, in spite of the easing of COVID-19 restrictions. For a growing number of parents, e-commerce is now the first (or even the only) option they think of when it comes to shopping for traditional toys and games, due to the wide product offer, convenience and competitive pricing that it offers.
What next for toys and games?
The rate of growth in retail constant value sales of traditional toys and games will decelerate sharply during 2022 and continue to slow during the remainder of the forecast period, as the previously outlined demographic headwinds are likely to remain significant. Moreover, mounting inflationary pressure will put downward pressure on the purchasing power of local consumers, particularly during the early part of the forecast period.
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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
Toys and games in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for toys and games?
MARKET DATA
Table 1 Sales of Toys and Games by Category: Value 2016-2021Table 2 Sales of Toys and Games by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Toys and Games: % Value 2017-2021Table 4 LBN Brand Shares of Toys and Games: % Value 2018-2021Table 5 Distribution of Toys and Games by Format: % Value 2016-2021Table 6 Forecast Sales of Toys and Games by Category: Value 2021-2026Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Traditional Toys and Games in Italy
KEY DATA FINDINGS
2021 DEVELOPMENTS
Economic recovery drives vigorous rebound in demand
Games and puzzles and construction remain the top performers
Opening of Legoland Water Park Gardaland helps to reinforce leader Lego’s brand equity
PROSPECTS AND OPPORTUNITIES
Demographic headwinds will weigh on growth
Dominance of e-commerce is likely to deepen
Families will increasingly view scientific/educational toys as a long-term investment
CATEGORY DATA
Table 8 Sales of Traditional Toys and Games by Category: Value 2016-2021Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2016-2021Table 10 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2016-2021Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2017-2021Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2018-2021Table 13 Distribution of Traditional Toys and Games by Format: % Value 2016-2021Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2021-2026Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2021-2026Table 16 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2021-2026
Video Games in Italy
KEY DATA FINDINGS
2021 DEVELOPMENTS
Content and free-to-play important to appeal to older gamers
Shortages of next-gen consoles constrains growth in hardware sales
In spite of supply constraints, PlayStation 5 overtakes Switch as the leading brand
PROSPECTS AND OPPORTUNITIES
AR/VR has significant potential, but barriers to growth remain
Video games will continue to shift from physical to digital
Digital fatigue could weigh on demand, with government intervention a possibility
CATEGORY DATA
Table 17 Sales of Video Games by Category: Value 2016-2021Table 18 Sales of Video Games by Category: % Value Growth 2016-2021Table 19 NBO Company Shares of Video Games: % Value 2017-2021Table 20 LBN Brand Shares of Video Games: % Value 2018-2021Table 21 NBO Company Shares of Video Games Hardware: % Value 2017-2021Table 22 LBN Brand Shares of Video Games Hardware: % Value 2018-2021Table 23 NBO Company Shares of Video Games Software: % Value 2017-2021Table 24 Distribution of Video Games by Format: % Value 2016-2021Table 25 Distribution of Video Games Hardware by Format: % Value 2016-2021Table 26 Distribution of Video Games Software by Format: % Value 2016-2021Table 27 Distribution of Video Games Software (Physical) by Format: % Value 2016-2021Table 28 Distribution of Video Games Software (Digital) by Format: % Value 2016-2021Table 29 Forecast Sales of Video Games by Category: Value 2021-2026Table 30 Forecast Sales of Video Games by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Toys and Games
Action Figures and Accessories
Arts and Crafts
Baby and Infant
Construction
Dolls and Accessories
Dress-Up and Role Play
Games and Puzzles
Model Vehicles
Outdoor and Sports
Plush
Pre-School
Remote Control Toys
Ride-On Vehicles
Scientific/Educational
Other Traditional Toys and Games
Hand-Held Consoles
Static Consoles
AR/VR Headsets
Computer Games (Physical)
Console Games (Physical)
Computer Games (Digital)
Console Games (Digital)
Online Games
Mobile Games
Console Games (Physical)
Console Games (Digital)
Computer Games (Physical)
Computer Games (Digital)
Online Games
Mobile Games
Computer Games (Game Sales)
Console Games (Game Sales)
Online Games (Game Sales)
Mobile Games (Game Sales)
Computer Games (In-Game Purchases)
Console Games (In-Game Purchases)
Online Games (In-Game Purchases)
Mobile Games (In-Game Purchases)
Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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