The Italian Toy Market

Some comments of our Italian correspondent Daniele Caroli, editorial coordinator of Giochi e Giocattoli The culture of the toy retail trade has to be newly rebuilt.

Some years ago, there was the opinion that the market is controlled by hypermarkets and other mass buying centres and the specialized trade has no chance. But after a fruitless competition with the hypermarkets about TV advertising items, the still existing toy retailers (and there were quite a few), have learned that business cannot only depend on fashion trends or alternative product groups. The core of the product range should always be the traditional products with a real play value. However, to communicate this "content" to the customer is not easy and asks for a good know-how.
During a round table discussion at the GIOSUN FAIR in Rimini, on September 30th 2005, trade and industry agreed that the Italian Toy Market has big chances for growth and innovation. This joint meeting was open to all levels of the toy trade. It was the common opinion that quality products are returning to the stage. The attendees discussed TV advertising and the differences of the present market. It was said that the Italian toy market needs an efficient formation and communication and this concerns trade and industry as well.

A word to the past year - in fact 2005 was a difficult year for toys in Italy which is proved by the closing of leading companies.
But the market is showing important signs of vitality and optimism: Business at Christmas where toys have remarkably maintained their position compared to decreasing sales in other product ranges.

Traditional toys are increasingly returning, thanks to more attention being paid by adults, choosing suitable products for the different age groups - products which are reliable and provide entertainment and fun for children and this for longer than many articles which are linked to passing trends.

We hope that tradition and renovation will be the guidelines of the modern Italian market.

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