Demographic trends are expected to continue to exert a strong influence on the performance of traditional toys and games in Italy. Retail value (constant 2022 prices) sales are projected to fall over the first half of the forecast period, before stabilising due to positive performances by a few categories, such as construction, games and puzzles, model vehicles, plush, remote control toys and scientific/educational.
Traditional toys and games stores are set to continue to struggle with the rise of e-commerce in the forecast period. For a growing number of parents, e-commerce is the preferred or even only option when it comes to shopping for traditional toys and games, largely due to the wide product offer, but also the high convenience and competitive prices.
In the forecast period, purchases made by adults for themselves are anticipated to continue to play an important role within traditional toys and games. This is set to provide a positive impulse for collectible toy ranges, alongside licensed action figures, plush and board games.
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Understand the latest market trends and future growth opportunities for the Traditional 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.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See All of Our DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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