AMA Gioconaturalmente
new brands and more innovation
New brands, an expanded product range and a strengthened corporate structure: AMA Gioconaturalmente’s 2026 begins under the banner of growth and a continued focus on quality, design and the educational value of play. The company led by Silvia Panizzi will showcase all its latest developments at the upcoming edition of Toys Milano, a key event for the industry. One of the year’s main highlights is the addition of new brands to the distribution portfolio.
For 2026, the main news at AMA concerns both the expansion of our brand portfolio and the evolution of some strategic product lines,” explains Silvia Panizzi, CEO of the company. Among the new entries are Egmont Toys and We Are Gommu, two brands that enrich our offering with a strong value-driven and distinctive identity.
Egmont Toys brings with it a poetic, timeless universe of iconic lamps and retro-inspired plush toys, while We Are Gommu interprets play through a contemporary aesthetic and a strong sensitivity to materials. The new year also opens with important recognitions for AMA: the Outstanding Performance Award received from Scoot & Ride and the Ambassador of the Year Award presented by Trixie.
These achievements go hand in hand with a process of internal structural growth aimed at further strengthening our organizational model and the quality of the service we offer to brands and clients, Panizzi underlines.
At Toys & Baby Milano the company will present a complete overview of its 2026 innovations. Key previews include the new travel games by Quut, designed to bring creative play on the go, and the expansion of the Oli & Carol baby range with new products dedicated to mealtime. There will also be space for the rebranding of Snails, the lamps and plush toys by Egmont Toys and the creative universe of We Are Gommu. New developments will also arrive in the gifting and accessories segment, with the new socks and travel organizers by Petit Jour Paris and Maison Petit Jour, while Hoppstar will present the new Popcorn digital camera. Among the most anticipated proposals is the line dedicated to Pippi Longstocking by Kid’s Concept, as well as the celebrations for the 25th anniversary of Moluk’s Bilibo with two new formats: Midi and Dots. Looking to the future, AMA aims for solid growth consistent with its values.
We want to further strengthen our service to retailers and ensure that the brands we distribute receive full support, from strategic positioning to commercial development, concludes Panizzi. We will continue to work according to our approach, based on loyalty, transparency and open communication, building strong and lasting relationships with partners and clients.
