Christmas accounts for 38% of annual turnover. “With Assogiocattoli,” explains its director Maurizio Cutrino, “We presented all the latest trends and the most exclusive new products at Digital Press Day 2020 (which for over ten years has been a reference point for media and those who work in the sector). And one development clearly emerging now is the inclusion of issues that matter to society, and a focus on ways of helping children and their families navigate their way through the world around them with confidence, and of showing respect for themselves, for others and for the planet. That involves innovation, inclusivity, environmental sustainability and future skills.”

Generation Alpha and sustainability

“When we talk about sustainability as applied specifically to the world of toys, we cannot help thinking about those who are actually going to use these products. There are about five million under-14s in Italy. The target for the trend in sustainable toys and other products is Generation Alpha: the group of children born after 2010, who are much more aware of environmental issues than the previous generation, as the success of the ‘Fridays for Future’ movement demonstrates.

Even if at times it might seem impossible, the secret lies in listening to them to better understand their needs and satisfy them in the best possible way, starting with the things they play with and all the things there are around them in their lives. This is the direction in which toy-making companies are now heading, as they continue to pursue policies which, although they only started to recently, have already yielded excellent results. Starting with the packaging which no later than 2025 will be completely sustainable. And that will then extend to the toys themselves: some companies are already starting to make them from bio-based resins, and from sugar cane- or other plant-based plastics. The sensibilities are quite evidently there, and nearly all firms in the sector now have a team devoted to sustainability, or even whole production plants that already respect certain parameters.

There’s a long way to go. What’s important is that we’ve made a start.”