2025 Developments
Toys and games in Italy delivered robust value growth of 5% in current terms in 2025, outperforming regional benchmarks and demonstrating resilience despite subdued economic indicators, with retail value reaching EUR4,230 million. The landscape is driven by two distinct but converging dynamics: the increasing dominance of video games, which captured 66% of value primarily through digital software, mobile titles, and subscriptions, and the rapid premiumisation of traditional toys and games, fuelled by adult and teen collectors prioritising licensed, collectible, and creative products. Companies that have invested in digital-first distribution, recurring revenue models, and franchise-driven portfolios have consolidated value, as evidenced by the growing concentration of leading players such as Sony, Take-Two, and LEGO, each leveraging both digital ecosystems and cross-format intellectual property to secure competitive advantage. E-commerce now accounts for 81% of all value, underlining the shift away from physical retail and reinforcing the need for brands to blend digital innovation with premium product design and omnichannel engagement strategies to capture discretionary spend from both families and adult fans.
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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
2025 Developments
Key Data Insights
Sony, Lego and Franchise Leaders Capture Rising Digital Spend
Adult Collectors and Fandom Shift Premium Play Value
Leading Brands Leverage Licensing and Franchise Ip to Drive Value Growth
Kidult Demand and Digital Subscriptions Anticipated to Drive Value Expansion
Licensing and Ecosystem Play Expected to Redefine Competitive Strategies
Premiumisation and Recurring Revenue Models Set to Reshape Brand Responses
Digital Leaders and Premium Brands Intensify Competition for Value Share
Nintendo and Clementoni Spa Drive Innovation with New Launches and Hybrid Play
E-Commerce Captures Value as Digital Games Outpace Physical Retail
Phygital Convergence and Sustainability Lead Product Development
Nintendo Switch 2 and Premium Construction Lines Illustrate Recent Innovation
Premiumisation and Recurring Revenue Redefine the Business Model
Traditional Toys and Games in Italy
Key Data Insights
Traditional Toys and Games Summary
Toys and Games That Stimulate Mental Engagement Gain Traction among Consumers Aged 65+
Construction and Games and Puzzles Achieve Dynamic Growth as Families Seek Interactive Play
Crayola and Clementoni Drive Hybrid and Nostalgia-Led Innovation to Engage All Ages
Brands Anticipated to Expand Audience beyond Children, Leveraging Kidult Consumer Segment
Scientific and Educational Toys Expected to Tap Longevity and Wellness Demand
Online Channels and Licensing Set to Reshape Consumer Behaviour and Pricing Strategies
Lego Spa Leverages Construction Strength as Competitors Lose Ground
Emerging Companies and Increasing Product Innovation Highlight Efforts to Deepen Consumer Engagement
Toys Center Drives Experiential Retail While E-Commerce Outpaces Offline Sales
Playmobil and Toys Center Leverage Purpose-Driven Collaborations to Boost Engagement
Stem Integration and Gamified Physical Activity Define the New Direction of Toy Design
Cubix Mastertech, Soccerbot, and Pop Mart Blind Boxes Illustrate the Range of Current Product Innovation
Portfolio Integration and Distribution Partnerships Improve Margin Resilience and Consumer Reach
Video Games in Italy
Key Data Insights
Video Games Summary
Sony Accelerates Digital Shift as Italian Players Abandon Discs
Supercell’S Mobile Titles Expand Player Base and Boost Value
Restructuring of Subscriptions Reset Italian Spending Habits
Mobile Players Anticipated to Drive Recurring Revenue as Subscriptions Reshape Engagement
Digital Ecosystems Expected to Reward Engagement and Broaden Audience Reach
Nintendo Co Ltd and Sony Computer Entertainment Italia Spa Sustain Lead as Digital and Hardware Launches Reshape Value
Digital Storefronts Capture Dominance as Physical Retail Narrows
Gamestop’S Rebranding Signals Physical Retail’S Strategic Retreat
Ecosystem Integration and Live-Service Design Shape Innovation
Nintendo Switch 2 and Evolving Storefronts Exemplify Recent Innovation
Forecast Growth and Structural Shifts Define the Business Impact
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- 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
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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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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