Italy has an area of 301,277 km² and a population of 60.6 million. Especially along the coastline, in the Po Delta region and in urban centres, population density has been increasing.

Economy and consumerism in Italy

Italy is the third-largest economy in the Eurozone with a gross domestic product of € 1,716.2 billion (2017). The economy has been growing continually again since 2015 and marked a 1.5 % increase in 2017. Accordingly, Italy’s labour market has been bouncing back again after the financial crisis in 2009. Geographically, the country is divided. Whereas Italy’s north is progressing well with industry development, agriculture and tourism dominate in the south as the most important economic segments.

After a long financial crisis, the consumer climate has been improving and has by now reached Europe’s mean. The differences in terms of development according to geography in Italy also impact the spending power. The north of Italy has much higher spending power.

Italy’s toy market

The interest in toys has been growing and sales have increased continuously over the past years. 13.65 % of Italy’s population are children under the age of 14 and therefore the principal target group for toys. Italians particularly value product quality. Many parents are willing to spend more on quality toys. Toys are sold largely by brick-and-mortar retailers. Still, online retail is experiencing growth.

Growth drivers for the Italian toy market

The biggest growth driver in the Italian toy market is tech toys. Video games, consoles and software for digital games are enjoying high demand. The positive trend in the toy industry equally depends on licenced products which toy retailers are including more and more in their product range, with growing success. Traditional toys for babies, infants and pre-school kids are enjoying growth. This is tied to the relevance of educational toys for these age groups.