A toy market sold through specialist shops as well as large grocery chains. Covers categories, channels, access requirements and a directory of Italian importers and distributors.
The Italian market for traditional toys, excluding video games, is worth in the order of EUR 1.8–2.5 billion at retail depending on the measurement scope, while the video games market alone exceeds EUR 2 billion. Broadening the view to total spending on children and Gen Z — including clothing, publishing and licensed products — the estimated value exceeds EUR 7 billion.
Distribution does not run only through specialist shops. Large-scale retail chains — Esselunga, Coop, Conad, Selex — and non-food discounters absorb significant seasonal volumes and buy a great deal under private label, which opens a concrete door to a foreign supplier still without brand awareness in Italy. This study is aimed at manufacturers and brand owners based outside Italy, covers market size, channel structure and the technical and regulatory requirements for placing toys on the Italian market, and includes a list of importers, distributors and retailers that import on their own account.
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