PUBLISHER: Euromonitor International | PRODUCT CODE: 2112742
PUBLISHER: Euromonitor International | PRODUCT CODE: 2112742
Toys and Games in Italy
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, fuell...
Euromonitor International's Toys and Games in Italy report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.
Product coverage: Traditional Toys and Games, Video Games.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Toys and Games market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market's major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.
TABLE OF CONTENTS
List Of Contents And Tables
Executive Summary
2025 Developments
Key Data Insights
Key Industry Trends
CHART 1 Key Industry Trends for Toys and Games
Industry Performance
Sony, Lego and Franchise Leaders Capture Rising Digital Spend
CHART 2 Xbox Game Pass Goes Premium as Switch Online Rides the Switch 2 Wave
Adult Collectors and Fandom Shift Premium Play Value
CHART 3 Clementoni Turns Casa a Prima Vista into a Kidult Board Game
Leading Brands Leverage Licensing and Franchise Ip to Drive Value Growth
CHART 4 Value Sales 2020-2030
CHART 5 Value Sales by Category 2025
What's Next?
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
CHART 6 Forecast Value Sales 2020-2030
CHART 7 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Digital Leaders and Premium Brands Intensify Competition for Value Share
Nintendo and Clementoni Spa Drive Innovation with New Launches and Hybrid Play
CHART 8 Analyst Insight in Toys and Games
CHART 9 Company Shares 2025
CHART 10 Brand Shares 2025
Channels
E-Commerce Captures Value as Digital Games Outpace Physical Retail
CHART 11 Retail Channels 2020-2025
Products
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
Economic Context
CHART 12 Economic Context for Toys and Games
CHART 13 Real Gdp Growth 2020-2030
CHART 14 Inflation 2020-2030
Consumer Context
CHART 15 Consumer Context for Toys and Games
CHART 16 Population 2020-2030
CHART 17 Consumer Expenditure 2020-2030
CHART 18 Population by Generation 2025
Country Reports Disclaimer
TRADITIONAL TOYS AND GAMES IN ITALY
- Key Data Insights
- 2025 Developments
- Traditional Toys and Games Summary
- Key Industry Trends
- CHART 19 Key Industry Trends for Traditional Toys and Games
- Industry Performance
- 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
- CHART 20 Crayola's Washimals Blend Physical Play with Digital Interaction
- CHART 21 Value Sales 2020-2030
- CHART 22 Value Sales by Category 2025
- What's Next?
- 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
- CHART 23 Forecast Value Sales 2020-2030
- CHART 24 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Lego Spa Leverages Construction Strength as Competitors Lose Ground
- Emerging Companies and Increasing Product Innovation Highlight Efforts to Deepen Consumer Engagement
- CHART 25 Analyst Insight for Traditional Toys and Games
- CHART 26 Company Shares 2025
- CHART 27 Brand Shares 2025
- Channels
- Toys Center Drives Experiential Retail While E-Commerce Outpaces Offline Sales
- Playmobil and Toys Center Leverage Purpose-Driven Collaborations to Boost Engagement
- CHART 28 Retail Channels 2020-2025
- Products
- Stem Integration and Gamified Physical Activity Define the New Direction of Toy Design
- CHART 29 Spin Master Strengthens Its Preschool Portfolio
- Cubix Mastertech, Soccerbot, and Pop Mart Blind Boxes Illustrate the Range of Current Product Innovation
- CHART 30 Clementoni Launches Casa a Prima Vista Game Where Kids Become Real Estate Agents
- Portfolio Integration and Distribution Partnerships Improve Margin Resilience and Consumer Reach
- Economic Context
- CHART 31 Economic Context for Traditional Toys and Games
- CHART 32 Real Gdp Growth 2020-2030
- CHART 33 Inflation 2020-2030
- Consumer Context
- CHART 34 Consumer Context for Traditional Toys and Games
- CHART 35 Population 2020-2030
- CHART 36 Population by Generation 2025
- Country Reports Disclaimer
VIDEO GAMES IN ITALY
- Key Data Insights
- 2025 Developments
- Video Games Summary
- Key Industry Trends
- CHART 37 Key Industry Trends for Video Games
- Industry Performance
- Sony Accelerates Digital Shift as Italian Players Abandon Discs
- CHART 38 Sony's Playstation Store Leads Italy's Shift From Boxed to Digital
- Supercell'S Mobile Titles Expand Player Base and Boost Value
- CHART 39 Freemium Mobile Games Lead Italy's Top-Grossing Charts
- Restructuring of Subscriptions Reset Italian Spending Habits
- CHART 40 Value Sales 2020-2030
- CHART 41 Value Sales by Category 2025
- What's Next?
- Mobile Players Anticipated to Drive Recurring Revenue as Subscriptions Reshape Engagement
- Digital Ecosystems Expected to Reward Engagement and Broaden Audience Reach
- CHART 42 Forecast Value Sales 2020-2030
- CHART 43 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Nintendo Co Ltd and Sony Computer Entertainment Italia Spa Sustain Lead as Digital and Hardware Launches Reshape Value
- CHART 44 Analyst Insight for Video Games
- CHART 45 Company Shares 2025
- CHART 46 Brand Shares 2025
- Channels
- Digital Storefronts Capture Dominance as Physical Retail Narrows
- Gamestop'S Rebranding Signals Physical Retail'S Strategic Retreat
- CHART 47 Retail Channels 2020-2025
- Products
- Ecosystem Integration and Live-Service Design Shape Innovation
- Nintendo Switch 2 and Evolving Storefronts Exemplify Recent Innovation
- CHART 48 Xbox Game Pass Goes Premium as Switch Online Rides the Switch 2 Wave
- Forecast Growth and Structural Shifts Define the Business Impact
- Economic Context
- CHART 49 Economic Context for Video Games
- CHART 50 Real Gdp Growth 2020-2030
- CHART 51 Inflation 2020-2030
- Consumer Context
- CHART 52 Consumer Context for Video Games
- CHART 53 Population 2020-2030
- CHART 54 Population by Generation 2025
- Country Reports Disclaimer
