unlocking a memory 2025: all about the eighth in-presence edition and digital editions.
In this section you can find the best pictures from our 2025 edition.
In addition, the REPORT is available, along with the list of exhibitors that contributed to the success of Toys & Baby Milano.
The eighth edition of Toys & Baby Milano was held in Milan on Sunday 4 and Monday 5 May 2025 at the Allianz MiCo exhibition centre.
Great success for Toys & Baby Milano, the largest Italian B2B event dedicated to the world of toys, early childhood, holidays and parties, which this year also involved healthcare, food, furniture, and publishing sectors. Despite challenges facing the industry, the 2025 edition broke all records: 16,500 square meters of exhibition space were fully occupied. Nearly 5,000 buyers attended the two-day event in Milan, with international participation reaching 11%, a 4% increase over last year. These figures perfectly embody this edition’s theme, “Full of Life”: a celebration of life, future generations, and a tribute to all professionals in this dynamic sector, which continues to embrace new challenges and look ahead in a constant drive for innovation.
Once again hosted at Allianz MiCo in the CityLife district, the event, organized by Assogiocattoli and the Salone Internazionale del Giocattolo, set a new attendance record with 375 brands represented by 193 companies, 26% of which were international. The two-day event was packed with meetings, product launches, educational sessions, and networking opportunities. The broad offering allowed participants to stay up to date on the latest market data and discover current trends, providing concrete tools to tackle future challenges.
The event’s rich schedule featured conferences, workshops, and seminars, organized in collaboration with high-profile partners such as BVA Doxa, Circana, Sfera MediaGroup (RCS), MLD Entertainment, MINERVA AI, and PROMETEICA. This edition also marked the first time the Toys Design Factor exhibition was held in person, giving visitors the chance to admire the most innovative projects created by students from the Politecnico di Milano.
One of the most eagerly anticipated moments was the Gioco per Sempre Toys Awards ceremony, a prestigious accolade that recognizes companies and products distinguished by their sensitivity, innovation, and effectiveness in adapting to market needs. This year’s competition featured 85 nominated products competing across 14 different categories—from plush toys to board games to educational toys—making the edition truly unforgettable. The task of selecting the winners was entrusted to a jury composed of leading Italian buyers and various industry experts, coordinated and supported by Assogiocattoli in collaboration with the specialized magazine TG TuttoGiocattoli. The awards were presented during an emotional ceremony hosted by Rudy Zerbi, the official ambassador of the Gioco per Sempre institutional campaign, which has long aimed to promote and celebrate the culture of play.
Toys & Baby Milano PLUS: the digital edition
Those who were unable to attend live for reasons of time, geography or work were able to count on the full-digital edition.
The Toysbabymilano.com/en/plus platform for the sixth year in a row (active for a fortnight from 19 to 30 May) offers a further option: full of special content, videos, presentations, interviews and insights of all kinds also taken from the live event.
