25 brands featuring quality and innovation

In 2010, from a project developed by Mr and Ms Serraino a start-up company producing articles for mothers was born. Three years later they decided to switch to distribution. Nowadays, Idea Gioconda represents in Italy the lines of 25 brands from the world over, 4 of them exclusively for the whole of Europe.“They are small brands but all feature something special and innovative”, says Silvio Serraino, owner. “Many of them have received international awards. We used to focus on the 0-3 years-old target but recently we have started expanding the toy line with products that reach up to 6-years old kids. At the moment two brands stand out for their success: the wide range of gift articles by Pearhead (including babies’ handprints and footprints) and the Montessori-style pieces of furniture by Mamatoyz which boasts remarkable design and innovation contents (their Turkish designers learnt in Italy and invented some transformable and multifunctional products that are really unique). We are constantly looking for new proposals but we take price into account because it must be competitive and meet the market’s needs. Even if we don’t stress it, most of our brands comply with sustainability requirements: among them, O.B. Designs, which we represent at a European level, stands out”.