Market Overview

The Italy toys market size was valued at USD 2.78 Billion in 2025 and is projected to reach USD 4.68 Billion by 2034, growing at a compound annual growth rate of 5.95% from 2026-2034. This growth is driven by a shift in consumer preference towards educational and interactive toys, particularly STEM-based and character-themed products, supported by media influence and expanding e-commerce. Domestic brands adopting sustainable and tech-infused toys, alongside government support for children, further bolster market expansion. For more details, visit the Italy Toys Market. 

How AI is Reshaping the Future of Italy Toys Market:

  • AI-powered educational toys integrate STEM learning kits, coding robots, and augmented reality, boosting interactive play and skill development.
  • AI enhances personalized shopping experiences through advanced e-commerce platforms offering recommendations based on user behavior, increasing accessibility across urban and regional areas.
  • AI-driven analytics empower retailers to optimize omni-channel retailing, combining click-and-collect, same-day delivery, and interactive in-store experiences.
  • Government initiatives supporting child-focused programs leverage AI technology for developmental toys, fostering inclusive and effective learning environments.
  • AI facilitates the growth of adult collectibles by curating limited-edition releases and connecting collectors worldwide through social media and e-commerce.
  • AI amplifies marketing efforts via targeted digital campaigns, helping brands expand visibility and consumer engagement in Italy's toy market.

Grab a sample PDF of this report: https://www.imarcgroup.com/italy-toys-market/requestsample

Market Growth Factors

The Italian toys market is shifting towards kidult products, in which toys are purchased for adult enjoyment, nostalgia and stress relief. Growth sectors include collectibles, limited and exclusive editions, building systems and puzzles. Italian demand for online and social media collectibles usually relates to nostalgic or revived pop culture icons and franchises. Video games and gamified experiences are popular with both the younger demographic and adult consumers seeking socially acceptable hobbies. Italian consumers' family-oriented values foster interest in board games and toys, while e-commerce increases games' and toys' penetration into the adults' market, sustaining growth of the Toy and Games industry in Italy.

Since early childhood education is a priority, parents are now looking for toys which stimulate cognitive and fine motor skills and socialization, or STEM, creativity and experimentation which are supported by focusing on play-based learning; these toy trends also relate to home and family values in Italy. Families looking for outdoor and activity toys appreciate their promotion of movement and imaginary play. Using quality materials and safe design, along with a focus on developmental benefits for children, attracts discerning consumers who value toys as critical to development, maintaining demand for these kinds of toys in households.

Online shopping, e-commerce and internet retailing is growing in importance to the toy industry in Italy. Online shopping provides consumers with convenience, choice and comparison of products. Customary toy stores and toy collectible markets, along with product licensing-like stores, remain in demand in specialty and high-end markets. Trends such as premiumization (purchasing more unique and higher-quality products), social media (people share collectibles and themed products, which spread certain trends), and changing shopping habits have resulted in increasing availability and interest in toys targeted toward children and adults alike.

Market Segmentation

Product Type Insights:

  • Action Figures
  • Building Sets
  • Dolls
  • Games and Puzzles
  • Sports and Outdoor Toys
  • Plush
  • Others

Age Group Insights:

  • Up to 5 Years
  • 5 to 10 Years
  • Above 10 Years

Sales Channel Insights:

  • Supermarkets and Hypermarkets
  • Specialty Stores
  • Department Stores
  • Online Stores
  • Others

Regional Insights:

  • Northwest
  • Northeast
  • Central
  • South
  • Others

Recent Development & News

  • December 2024: Hamleys expanded its presence in Italy by opening its fourth store ahead of Christmas, strengthening its footprint and offering a premium in-store experience for families. This expansion aligns with its growth strategy to capitalize on the festive season.
  • April 2025: The Babies & Toys e-commerce sector in Italy marked significant milestones with millions in sales, supported by stable sector performance and fueled by robust digital platforms enhancing shopper access and convenience.
  • January 2025: At Spielwarenmesse, numerous Italian exhibitors showcased innovative toys including augmented reality kits and coding robots, promoting STEM education through interactive play and reflecting the market’s inclination towards technology-integrated products.

If you require any specific information that is not covered currently within the scope of the report, we will provide the same as a part of the customization.

About Us

IMARC Group is a global management consulting firm that helps the world’s most ambitious changemakers to create a lasting impact. The company provide a comprehensive suite of market entry and expansion services. IMARC offerings include thorough market assessment, feasibility studies, company incorporation assistance, factory setup support, regulatory approvals and licensing navigation, branding, marketing and sales strategies, competitive landscape and benchmarking analyses, pricing and cost research, and procurement research.

Contact Us

IMARC Group,

134 N 4th St. Brooklyn, NY 11249, USA,

Email: sales@imarcgroup.com,

Tel No: (D) +91 120 433 0800,

United States: +1-201971-6302