Competitive Landscape
Lego Spa Leverages Construction Strength as Competitors Lose Ground
Traditional toys and games in Italy remained fragmented between 2020 and 2025; however, the top companies expanded their collective share, consolidating their positions at the expense of mid-tier and smaller rivals. LEGO SpA is the clear leader, holding 18% in 2025, a rise from 16% in 2020, demonstrating the company’s ability to capture incremental share even as other major players such as Mattel Toys Srl and Giochi Preziosi SpA experienced notable declines.
Emerging Companies and Increasing Product Innovation Highlight Efforts to Deepen Consumer Engagement
Emerging competitors are making gains by exploiting niche trends and integrating technology with play. Globo Giocattoli’s Cubix Mastertech line, for example, capitalises on the phygital and screen-free construction trend, blending building, coding, and active play through versatile robots and lifestyle-oriented accessories.
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Overview:
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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Italy?
- Which are the leading brands in Traditional Toys and Games in Italy?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Italy - Category analysis
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
Toys and Games in Italy - Industry Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional 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
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 definitionsWhy 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 report originates from Passport, our Traditional Toys and Games research and analysis database.
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