Nice
stronger brand identity in 2026
In 2026, Nice is pursuing a growth path that goes beyond individual product launches, choosing instead to invest structurally in the strength of its brands.
For 2026, we don’t want to focus on a single new product, but on a broader, more structured effort to enhance our brands, which represent the company’s true strategic asset, says Lisa Guerzoni from Nice’s marketing team.
At the heart of the strategy are lines such as Girabrilla, Beauty Routine, Diamantiny and Momomi Decoden, which express the brand’s creative identity and its market positioning. In particular, “Beauty Routine is receiving very positive feedback in the toy market: although it may seem like an ‘off-topic’ product, it has proven to perfectly capture the target and new consumer dynamics,” explains Guerzoni.
At the same time, work continues on renewing the other lines, with the aim of making them increasingly current and competitive.
On the occasion of Toys & Baby Milano, Nice will present new products fully aligned with this strategic vision.
The new launches will be designed to strengthen and expand our core brands, consolidating their identity and positioning, Guerzoni emphasizes. These are not simply new SKUs, but coherent extensions of already well-defined brand projects, capable of ensuring continuity and recognizability on the shelf. Looking ahead, 2026 will be a year focused on stability. The main objective is to maintain and consolidate market share in an increasingly challenging competitive environment, Guerzoni concludes.
This goal will be pursued through an integrated communication strategy, spanning social media, physical experiences, and direct touchpoints with both consumers and trade, based on the belief that brand value today is built within a coherent ecosystem that bridges digital and in-store.
