D. Tighe
Research expert covering consumer behavior, sporting goods retail, and the global toy industry.
Children's products in Italy - statistics & facts
Children’s products are items manufactured, designed, and primarily intended to be used by kids up to 12 years of age. These can range from consumer goods for infants and toddlers, e.g., diapers, pacifiers, and simple toys, all the way to products for those that are a little older, such as skateboards, card & board games, easy-to-read children’s literature, and running shoes. Given Italy’s large (child) population, this market is attractive for children’s product manufacturers and businesses alike.
The Italian toys & games industry
When discussing products for kids, one of the largest major subcategories is that of toys. As of 2020, there were roughly 320 enterprises manufacturing games and toys in Italy itself. While the Italian games and toys industry is of a considerable size, the total number of manufacturers within the country has decreased by over 100 in the past 10 years. Similarly, the number of specialized retail stores for toys and games on Italian soil has also dropped over the years. In terms of sales figures, Italy's annual toys and games market revenue grew noticeably until 2021. That said, annual sales are expected to decline consistently for the coming five years.Children’s apparel in Italy
Another industry with a significant focus on children’s products is the apparel and fashion industry. In 2023 alone, Italy’s children’s and junior’s apparel manufacturing industry accounted for an estimated production value of 935 million euros. Italy’s child clothing production value and consumption value were slightly higher in the years before the COVID-19 pandemic. Although the crisis affected many industries in Italy, and also Europe, the apparel and footwear industry was hit especially hard.
