The baby toy market - Italy

The global infant toy market, valued at over $6 billion in 2019, is on an upward trend and is projected to surpass $8 billion by 2026, growing at an annual rate of 3.33%. It is a segment that includes various types of toys like construction toys, dolls, and small musical instruments. The market is affected by the interest in environmental sustainability, resulting in the production of toys with recycled materials. The advent of digitalization has led to an increase in e-commerce, with many stores expanding online alongside their physical counterparts. COVID-19 played a significant role by fueling demand as parents sought to entertain their homebound children, although restrictions had severe impacts on the industry, causing production halts and store closures. The Christmas season accounts for a substantial portion of sales in the toy industry, indicating high seasonality. In Italy, the toy market closed 2021 with sales up by 11.5% compared to 2020 and showed a preference for sustainable and eco-friendly toys. Despite a declining birthrate, the demand from Italian parents is shifting toward higher quality toys, aligning with the trend of becoming parents at a later age and with greater economic stability..**Evolving Trends in the Children's Toy Market** The children’s toy market in Italy, like many other countries around the world, is subject to a variety of influences and trends that shape demand and consumer preferences. Based on the detailed analysis provided, the Italian market has demonstrated fluctuations yet displays signs of growth and transformation, reflective of both societal shifts and global influences. One of the primary demand drivers in the Italian toy market is the demographic profile of the country, particularly the number of births, which has seen a notable decrease over the past decade. The number of children born in Italy dropped by approximately 20 to 25 percent between 2010 and 2019, signaling a shift towards older and potentially more financially stable parents. This demographic change has begun influencing toy purchase decisions, skewing preferences towards higher quality toys, as parents are more willing to invest in their children’s development and recreation, possibly due to delayed parenting and reduced family sizes. While analyzing the structure of the demand, it's evident that a majority of Italian families, between 35 to 40 percent, have only one child. Consequently, this demographic structure may impact the volume as well as the type of toys parents choose, with a tendency towards premium and enriching play options. Digitization’s influence on the retail landscape is evident, as e-commerce gains a stronger foothold. The pandemic has accelerated this trend, with many retailers expanding their online presence to cater to a customer base that is increasingly inclined towards purchasing online. While this transition may have helped businesses mitigate losses during lockdowns, not all retailers have been able to capitalize on this shift, highlighting a disparity in digital readiness within the sector. The entrance of sustainability considerations into the toy market represents another compelling trend. Italian consumer interest in eco-friendly products has grown, driving toy manufacturers to produce items using recycled materials. Additionally, the proliferation of digital toys and gaming apps also suggests a broadening of the market, as it caters to tech-savvy parents and children, although there are concerns over screen time for younger age groups. Import and export patterns reveal Italy's stance in the global market as a significant importer of toys, particularly from countries like China, which accounts for about 40 to 45 percent of imports. This reliance on imports underscores the dynamics of global trade relationships and perhaps also hints at the challenges of domestic production in the face of international competition. The spending patterns of Italian families on toys situate the average expenditure per toy in the range of 10 to 15 euros, though household monthly spending on toys overall presents.### Key Players in the Infant Toy Market Landscape The infant toy market boasts several pivotal actors, each contributing to the dynamic and evolving nature of the industry. Notable among them are companies situated at various levels of the manufacturing process, from raw material production to the final retail experience. Among these players, some have established significant footprints owing to their innovative approaches, market strategies, and consumer-centric products. **Mattel, Inc.** Recognized as a global leader, Mattel is the force behind iconic brands such as Hot Wheels and Barbie. Their impact on the toy industry is substantial and often serves as a benchmark for safety standards and trends in toy manufacturing. However, the company has faced scrutiny over labor practices in its supply chain, particularly in Chinese factories, where allegations of poor working conditions have been reported. **LEGO Group** Originating from the Czech Republic, LEGO is a brand synonymous with creativity and childhood. The company's interlocking plastic bricks have inspired generations of builders and continue to push the envelope in construction toys. LEGO's commitment to sustainability is evident in its investments toward eco-friendly materials and practices. **Hasbro** Another industry titan, Hasbro is a name associated with a wide array of entertainment products and toys, extending their influence into digital gaming and media. Hasbro's portfolio, which includes the likes of Transformers and My Little Pony, illustrates their adeptness in navigating both traditional and modern facets of toy manufacturing. **Simba Dickie Group** As an amalgamation of famous toy brands such as Simba, Dickie, and Smoby, the Simba Dickie Group is a collective powerhouse with a presence felt across the European market. From plush toys to miniature vehicles, their diversity in products underlines the group's expansive reach. **Ravensburger AG** Specializing in puzzles, games, and arts and crafts, Ravensburger AG is a mainstay in the industry known for promoting creativity and intellectual development. Their attention to detail and dedication to high-quality experiences make them a trusted name among educational toys. **Playmobil** A brand under the geobra Brandstätter Group, Playmobil is a beloved creator of themed playsets that capture the imagination of children. Their figurines and intricate world-building sets showcase the company's commitment to creating engaging story-driven play. **Assogiocattoli** While not a direct manufacturer of toys, Assogiocattoli plays a critical role in the Italian market as an association representing toy manufacturers. Their influence extends beyond promoting the importance of play to advocating for industry-wide

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 29/11/2021

Update Details

---

Summary and extracts