Executive Summary

Jun 2019
PROSPECTS
Mixed performance due to changing demographics and interests

Over the forecast period, traditional toys and games is expected to rebound from a drop in current value sales in 2018. However, low birth rates and an earlier take up of video games by children inform the anticipated decrease in value sales of baby and infant and pre-school.

Online trend hits card games hard

While evergreen toys like Barbie and famous licenses like LOL Surprise! are well placed to perform well, traditional toys and games is losing ground to online games. As children gain access to digital devices and games at an earlier age, there is a shift to the internet.

Internet retailing makes share gains, but try before you buy in toy shops is still important

Internet retailing saw further value share growth in 2018. While some consumers remained cautious about buying goods online, many looked for information, compared products and prices and made purchases online.

COMPETITIVE LANDSCAPE
Stores seek ways to remain relevant with meet-ups, character appearances and parties

As internet retailing accrues value shares, store-based retailers need to reinvent their selling strategies. Italian consumers still visit physical stores to see and touch products and seek advice before making purchases.

Consumer demand for sustainability is at the forefront of developments from LEGO and other players

LEGO regained the leading position from Mattel Toys in 2018, benefiting from new product development and innovation, a fast response to trends and a strong brand. Thus, it is well placed to drive sustainability, as players are increasingly required to produce products that fit with this concept.

Growing interest in licensed products

Licensing’s value share is increasing steadily, supported by investments in TV and online communications to engage consumers and drive brand values. Lego stores continue to open in major cities through a partnership with Percassi Group.

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Traditional Toys and Games in Italy

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Overview

Discover the latest market trends and uncover sources of future market growth for the Traditional Toys and Games industry in Italy with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Traditional Toys and Games industry in Italy, our research will save you time and money while empowering you to make informed, profitable decisions.

The Traditional Toys and Games in Italy market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Traditional Toys and Games in Italy?
  • What are the major companies Italy?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Traditional Toys and Games in Italy - Category analysis

HEADLINES

PROSPECTS

Mixed performance due to changing demographics and interests
Online trend hits card games hard
Internet retailing makes share gains, but try before you buy in toy shops is still important

COMPETITIVE LANDSCAPE

Stores seek ways to remain relevant with meet-ups, character appearances and parties
Consumer demand for sustainability is at the forefront of developments from LEGO and other players
Growing interest in licensed products

CATEGORY DATA

Table 1 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 2 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 3 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 4 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 5 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 6 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 7 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 8 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 9 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 10 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 11 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 12 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Toys and Games in Italy - Industry Overview

EXECUTIVE SUMMARY

Video games ensures positive value growth performance in 2018
Demographic changes hamper traditional toys and games, but STEM-focused toys and ‘kidults’ prevent a strong decline
Successful companies invest in the industry
Retailers seek ways to engage consumers amid a difficult trading climate
Positive growth anticipated across toys and games, despite the lower birth rate

MARKET DATA

Table 13 Sales of Toys and Games by Category: Value 2013-2018
Table 14 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 15 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 16 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 17 Distribution of Toys and Games by Format: % Value 2013-2018
Table 18 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 19 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources