We live to give, with our toys, long-lasting emotions. Adventures where surprise, joy and fun help children grow up together.



The leading retail chain in Italy


Toys Center was established in the ‘90s and is now the leading toy retailer in Italy. Over the years, it has developed a family-friendly format and consistently developed its range to include also childcare products. Toys Center is the only retail chain in Europe specialised in the sale of toys, with a totally redesigned e-commerce service, and with a market share in Italy currently over 20%.

Space for all the family to have fun


Toys Center points of sale cover an area of around 1,000 sqm and are located in places easily reachable by car with spacious parking. The new colourful, innovative formats have thematic portals and sensorial areas, such as the nursery, or the one dedicated to dolls make up, the toy cars workshop and oversized blackboards for drawing and writing. A real adventure for the entire family.

An extensive, high-quality range


In the points of sale customers will find the most prestigious brands and best play experiences, as well as 18 exclusive, unique and distinctive brands. The product offering is extensive and ranging from traditional toys to educational ones, outdoor toys to seasonal products (carnival, Easter, birthdays), as well as videogames and books.

Toys Center

Exclusive Omnichannel services, as the number one

Toys Center

Click & collect
You can shop online at www.toyscenter.it and collect your order at your local store 3 hours after confirmation, with no shipping costs.

Toys Center

Loyalty card
A loyalty program, either online and in store, rewarding customers with special promotions, dedicated offers and exclusive advantages.

Toys Center

Virtual Shopper
Allows website users to launch a live chat with the Toys Center in-store team for support during online shopping, thereby creating a relationship with customers via web.

Also in Greece: www.toyscenter.gr

Discover the other banners of the Group