Idea Gioconda Distribution
15 years of innovation and sustainability
In 2026, Idea Gioconda Distribution reaches an important milestone: fifteen years of activity in the childcare and educational and creative toy sector. This anniversary also marks a new phase of development for the company led by CEO Francesca Baretta and her husband and co-founder Silvio Serraino.
2026 is a special year for us: we are celebrating 15 years of activity. Throughout this journey we have built a clear identity, based on the selection of high-quality, safe and educational products, with an increasing focus on sustainability,explains Baretta.
Among the main developments this year, the company is expanding its lines dedicated to creative and sensory play, with an ever-greater focus on the quality of materials and environmental impact.
The main new developments concern the expansion of our creative and sensory play lines, with increasingly natural materials and environmentally conscious formulations. We are also developing projects related to supply chain sustainability, researching low-impact display solutions and collaborating with local partners who share our values.
On the occasion of Toys & Baby Milano, the company will present several new products. These include the reusable cotton colouring placemat by Eatsleepdoodle, the water play mat for tummy time and the Cloud play mat by Hakuna Matte, the musical cube and the two DJ consoles by Topbright, the wooden magnetic building sets by Kooglo, the Montessori table by Mamatoyz and the new certified Cosmos Organics organic face-painting line by Namaki. The stand will also be significantly larger to give space to the Saro brand, a fast-growing partner aligned with our values and offering a comprehensive range that is increasingly appreciated on the Italian market.
Great attention will also be dedicated to display solutions, designed to improve shelf visibility and support product rotation in stores. For us, innovation is not only about the product itself, but also about how we concretely support our retail partners, Baretta adds. Looking to the future, the goal remains solid and responsible growth. Our objective for 2026 is to consolidate sustainable growth by strengthening our presence in Italy through strong, long-lasting partnerships with the best specialised retailers. We want to continue being a reliable partner, capable of combining innovation, quality and respect for the environment and local communities.
