unlocking a memory 2026: all about the ninth in-presence edition and digital editions.
In this section you can find the best pictures from our 2026 edition.
In addition, the REPORT is available, along with the list of exhibitors that contributed to the success of Toys & Baby Milano.
The ninth edition of Toys & Baby Milano was held in Milan on Sunday 10 and Monday 11 May 2025 at the Allianz MiCo exhibition centre.
The ninth edition of Toys & Baby Milano, Italy’s leading B2B trade fair dedicated to games, toys, early childhood, stationery and party products, has come to a close with record numbers and an encouraging +4% growth. Organised by Salone Internazionale del Giocattolo in collaboration with Assogiocattoli, the event took place on 10 and 11 May at Allianz MiCo, once again confirming its role as an unmissable opportunity for professional updates and valuable networking.
The large 16,500 sqm exhibition area welcomed 280 companies, 25% of which were international, and over 5,230 international buyer visits. The fair became the stage for a rich programme of meetings, talks and workshops, offering a comprehensive overview of the sector’s main trends — from kidults to board games, as well as safety and innovation — also thanks to the contribution of leading companies and partners such as Sfera Media Group (RCS early childhood division) MLD Entertainment, Ipsos Doxa and UL Solution. Numerous events offered professionals the opportunity to stay up to date on the current state of the toy market and exchange ideas on future developments, including Warner’s “Christmas Takes the Stage” and the panels of the K-Marketing Forum. Among the main new features of this edition was the Toys & Baby Avenue, an experiential space designed as a real urban street, featuring seven pop-up store windows dedicated to the brands and must-have products of the upcoming season. But this was not the only special area set up during the two-day event.
Once again this year, the future of the toy industry was placed in the spotlight through the exhibition-event organised in collaboration with POLI.design, where students presented prototypes of art toys, collectibles and board games inspired by ethics and sustainability. Finally, two special areas were dedicated respectively to Kidults and Licensing. But the new features were not limited to the trade fair itself: from 9 to 16 May, during Toys & Baby Milano Week — held under the patronage of the Municipality of Milan — the magic of play spread throughout the city, thanks to a constellation of initiatives that brought several specialised stores in Milan to life.
As per tradition, was also held the Gioco per Sempre Awards ceremony, hosted by Francesca Valla, the well-known TV nanny, and Francesco Lancia, Radio Deejay presenter. The prestigious award, presented by Assogiocattoli in collaboration with the specialist magazine TG TuttoGiocattoli, celebrates companies and products that have stood out for their sensitivity, innovation and efficiency in adapting to market needs. The competition featured 60 nominated products, competing across 10 different categories — from plush toys to board games and educational toys. A key new feature of this edition was a special award dedicated to the RETAIL world, divided into three macro-categories — maxi-store, multi-store and single point of sale — created in collaboration with the specialist magazine Toy Store (Duesse Media Network). This was joined by the Special Kidult Award, presented by MLD Entertainment, which recognised the most representative product in the sector.
In addition, those who were unable to attend the physical event will still have the opportunity to take part thanks to the digital edition through Digital Plus, the final stage and matchmaking opportunity of the event. This journey began with the Digital Preview, a highly strategic tool for the entire supply chain, designed to amplify the effectiveness of the physical edition by facilitating contacts with the market. Through this platform, buyers were able to preview brands and new products and explore companies through rich multimedia content, generating significant results: over 5,000 unique visitors from 78 countries, 29% of whom were international, and more than 22,000 page views.
