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 Italy toys market benefits greatly from the embrace of STEM-driven smart toys, addressing parents' growing interest in toys that blend entertainment with education. Italy has showcased innovative augmented reality learning kits, coding robots, and interactive building sets that foster creativity and problem-solving, appealing to both families and educational institutions. This trend towards tech-infused play supports sustainable market growth, further enabled by diversified retail formats and expanding e-commerce platforms, which increase product availability across urban and regional zones.

Another significant growth driver is the rise of the "kidult" and adult collectibles segment, highlighting a cultural shift where adults reconnect with childhood interests through detailed scale models, licensed action figures, and nostalgia-inspired merchandise. Retailers and e-commerce platforms have adapted by offering specialized sections, exclusive events, and curated collectibles, fostering vibrant collector communities and enhancing engagement, which contributes substantially to market momentum.

The expansion of e-commerce and omni-channel retailing is transforming the toy retail landscape in Italy. Robust digital platforms provide extensive toy catalogs, user reviews, and convenient delivery options, contributing to stable sectoral performance. Physical stores are reinvented as experiential destinations with interactive displays and personalized services. Hybrid customer services such as click-and-collect and same-day delivery integrate online and offline experiences, supported by loyalty programs and digital marketing, thereby increasing shopper convenience and market resilience.

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