Assogiocattoli: the toys market grows through play, care and safety

According to data from Circana presented during the latest edition of the Assogiocattoli Press Day, the Italian toy market closes the first half of the year with a positive trend, with growth of 4% in value and 1,4% in volume.

The most dynamic categories

Leading the rankings are games and puzzles, followed by building sets. The strong dynamism of the collectibles segment is also confirmed, representing 17% of turnover: strategic trading cards, action figures and plush toys are the main categories driving the market.

Positive signs are also coming from the licensing sector, which represents 34% of total turnover, thanks to the manga/anime phenomenon together with major film productions such as KPop Demon Hunters and Stranger Things.

Christmas products

The Assogiocattoli event, held at the Nhow Milano Hotel, also gave companies the opportunity to unveil in advance the products that will characterise next Christmas. Licences are undoubtedly one of the main drivers of this economic recovery. Leading the ranking of the top 5 is One Piece, followed by Harry Potter, Spider-Man, Formula 1 and Lilo & Stitch. Considering the entire property landscape, Pokémon continues to dominate the scene, firmly retaining first place in the overall ranking. These figures confirm the strategic importance of the partnership with the Milano Licensing Day, an unmissable event for industry professionals and a unique networking opportunity for professionals in a sector that, according to the Mld Entertainment Licensing Observatory, globally came close to 400 billion dollars.

Baby care

The day also shone a spotlight on the world of baby care, which, according to data provided by NIQ, recorded a mixed performance at the beginning of 2026. While light childcare continues to decline in volume, a positive sign comes from the slight recovery in overall turnover, driven by the growth of electronic devices. Heavy childcare, with 69%, represents the largest share of the market and is growing in volume, driven by car seats.

The toy industry awards

During the day, the ceremony for the fifth edition of the Gioco per Sempre Hall of Fame took place: the prestigious awards for companies, entrepreneurs and managers in the games and toys sector who, through their work, have been able to represent their industry in an excellent manner.

This year's winners are two Italian companies: Stefano Quercetti, managing director of the company bearing his name, received the Industry Award 2026, while Dino D'Alessandris, managing director of Rocco Giocattoli, collected the Retail Award 2026 for his chain of shops.

The road safety campaign

To support families and parents on a crucial journey towards awareness, Assogiocattoli also took the opportunity to relaunch the institutional campaign “Children safe in cars”, carried out in collaboration with the Ministry of Infrastructure and Transport, with the aim of raising awareness of the correct use of restraint systems and anti-abandonment devices. A new online platform is already active: an information hub with practical advice for everyday journeys, guides to choosing, correctly installing and using safety devices, and a section dedicated to the regulations currently in force.

The Suspended Toy

Amid data, trends, new products and safety, there was also time to renew the appointment with Giocattolo Sospeso, the charitable initiative that Assogiocattoli has been running for five years through its institutional campaign Gioco per Sempre. The aim is to donate toys to countless children throughout Italy, thanks to collaboration with charities and toy shops, baby shops, superstores and hyperstores throughout Italy. As is tradition, it will start on 20 November, coinciding with World Children's and Adolescents' Rights Day: a unique opportunity to reaffirm the commitment to promoting the culture of play as a fundamental right and a tool for inclusion.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.