Founded in 1978, Giochi Preziosi is the biggest player in the Italian toy market and fourth largest toy operator in the world.

Giochi Preziosi’s core business is the development, marketing and distribution of toys under its own brands. In Italy the group has a direct presence in the retail sector through Toy Center, the first toy retailer with more than 90 stores around Italy. The group secures licenses related to successful cartoons or movies and bases its own products around them. The group has also developed proprietary brands in the doll segment (cicciobello) and, more recently, in the action figure segment (gormiti).