YuMe Toys Accelerates Its Growth in Italy With Strong Retail Partnerships and Rising Kidult Demand
Italy has rapidly become one of YuMe Toys’ most dynamic and strategically important European markets. With products now available in over 150 countries, YuMe has built a robust direct-to-retail presence in Italy across specialist toy stores, collector outlets, supermarkets, hypermarkets and even petrol stations. The opening of the Milan showroom earlier this year has strengthened relationships further, offering retailers a year-round space to preview collections, collaborate on assortments and experience YuMe’s storytelling-driven collectibles firsthand.
A Market Perfectly Aligned With YuMe’s Collectible DNA
In just two years, YuMe has gained significant traction in Italy by tapping into local consumer behaviours—particularly the strong appetite for impulse-driven, affordable collectibles. Supported by logistics hubs in Luxembourg, Coventry and Rotterdam, the company delivers rapid speed-to-market, ensuring Italian retailers can capitalise on seasonal peaks and fast-moving trends. Led locally by Sales Director Gianfranco Manzionna, YuMe’s Italian operations blend global brand strategy with deep market insight, resulting in strong double-digit growth in 2025 and a rising demand for kidult ranges.
A Portfolio That Reflects Culture, Fandom and Trend Momentum
YuMe’s bestseller list in Italy spans evergreen icons and cultural sensations, from Hello Kitty and Friends, Stitch and Lotso to Jujutsu Kaisen, Dragon Ball Z and One Piece. Looking ahead, Stranger Things is expected to lead the portfolio through the end of the year, supported by major upcoming launches including Molang, Star Wars, PlayStation, Kaiju No. 8, Spider-Man and Solo Leveling. With Italy’s highly brand-loyal consumers and growing anime fandom, YuMe continues to balance mass-appeal favourites with trend-driven new IPs that meet collectors where they are.
Building the Future of Kidult Collectibles in Italy
As the kidult category reaches full maturity in Italy, YuMe is focused on the drivers that will shape its next growth phase: innovative form factors, speed-to-market, price-sensitive product design and high-volume IPs with emotional resonance. Challenges remain—especially around creating better in-store positioning and expanding dedicated collector zones—but YuMe’s Direct-to-Retail model, strong local partnerships and active presence at fan events like Lucca Comics & Games are helping elevate the category. With expansion continuing both organically and strategically, Italy stands out not only as a high-performing market but as a cornerstone of YuMe’s long-term European vision.