How did our fifth edition go (and also the digital edition)?

On this page you can find the best pictures from our 2022 edition, and the full list of exhibitors that contributed to the success of the entire event.








How did it go?

The fifth edition of Toys Milano was held on May 8th and 9th, 2022, on a Sunday and Monday at the MiCo Sud Pavillion in fieramilanocity fairground.

The long-awaited return to attendance, after the two full-digital versions earned recognition as an international event, resulted in a record-breaking turnout: a multitude of industry players of all types and from all over Italy as well as abroad. As many as 172 brands were present, representing 137 direct companies (78% Italian) with over 350 brands represented. An exponential growth for an appointment that, from 2006 to today, has become a must. And the more than 3000 trade professionals present, about twice as many as at the last live edition in 2019, are yet another confirmation of this.

During the intense two days in attendance, there were many moments of confrontation: in addition to hundreds of business meetings, there were workshops and various in-depth discussions in collaboration with leading partners – NPD Group, Sfera MediaGroup (RCS), E-Duesse Communication, Flowtech, GfK – unique opportunities to understand what the direction of the market is and learn how to anticipate it thanks to punctual studies of the latest market data and analyses of current and future trends. In an almost festive atmosphere, there was also the Toys Awards ceremony, the TG TuttoGiocattoli initiative that for years has been rewarding the companies and products that have distinguished themselves over the last year for creativity, sensitivity and efficiency: special guest Francesca Valla, the famous italian TV Nanny.

Toys Milano & Bay-B was also an opportunity to involve all participants in a solidarity initiative “DONATE WITH TOYS MILANO & BAY-B” in support of refugees from Ukraine. Thanks to the support of Fondazione Fiera Milano and Fondazione Progetto Arca – which have already “loaded and shipped” as many as 16 truckloads of products at the end of the event – exhibitors donated the products on show to all those children who are currently forced to leave their bedrooms unattended and their playmates alone.

Toys Milano PLUS

Our third online edition took place in May from 17th to 31th, 2021. It was hosted on toysmilano.plus.

137 exhibitors presenting over 350 brands, 2.034 visits and 1.953 unique buyers (70% from outside of Italy) and a grand total of 10.421 pages loaded. These are the numbers of our digital edition, and still allow us to follow through with such an important business moment; a whole month of digital event, easily browsable for all the business professionals of our worlds: toys, childcare and more.


Official Media Partner: Adnkronos













Exhibition Map


May 8, 2022

10:00 a.m.
NPD Breakfast: last news from toy market
(by NPD)

05:30 p.m.
Toys Awards Cerimony – Fifth Edition
(by TG – TuttoGiocattoli)

May 9, 2022

10.00 a.m.
BabyWorld Breakfast
(by E-Duesse Communication)

11.30 a.m.
On line? Off line?
(by Sfera MediaGroup)

02:00 p.m.
How Artificial Intelligence can reveal the real needs of your target audience
(by Flowtech)






Italian Press Release: