TT Toys Toys SRL are an Italian manufacturer of children’s pedal and electric ride on cars. They have a factory near
Milan
Milan ( , , Lombard: ; it, Milano ) is a city in northern Italy, capital of Lombardy, and the second-most populous city proper in Italy after Rome. The city proper has a population of about 1.4 million, while its metropolitan city h ...
and specialise in the manufacture of licensed replica cars for children.
History
Alberto Burratti, Luigi Vezzoli, Carlo Boselli and Pietro Pandini founded Toys Toys in 1978 in
Tribiano near Milan. The founders came from a specialist
vacuum-forming factory and wanted to apply this knowledge to the toy world. The company built up a number of partnerships with major car-manufacturers and with entertainment companies (such as
Walt Disney
Walter Elias Disney (; December 5, 1901December 15, 1966) was an American animator, film producer and entrepreneur. A pioneer of the American animation industry, he introduced several developments in the production of cartoons. As a film p ...
).
In 1997 Toys Toys joined the Berchet Group.
The partnership with Berchet allowed Toys Toys to increase product range and encourage a direct presence in Italy. However Berchet began to suffer from financial difficulty and so in 2005 was acquired by rival company Smoby. Smoby used its vast network of global distributors to catapult Toys Toys products across the world. However Smoby themselves then fell into financial troubles and despite an attempt by
MGA to save the company, they eventually fell into the French equivalent of bankruptcy and their CEO was arrested. Therefore, in 2007 the Toys Toys bosses decided to acquire the company via a
management buy-out, and continued to remain independent even after
Simba-Dickie
The Simba Dickie Group is a German toy manufacturer founded in 1982 as Simba Toys. The Group is the fourth largest toy manufacturer in Germany. The company's slogan is "We love to make toys".
The company's headquarters are located in Fürth with ...
revived Smoby.
Toys Toys enjoyed a few years of growth as it built up its own network of distributors around the world, however was badly hit by the
global recession
A global recession is recession that affects many countries around the world—that is, a period of global economic slowdown or declining economic output.
Definitions
The International Monetary Fund defines a global recession as "a decline i ...
that began at the end of 2007. Toys Toys did survive the crisis, but in 2010 agreed to acquisition by the Italian company WICE Group, which has given the company extra security.
Products
Toys Toys primarily focus on the manufacture of licensed ride-on cars for children. The company works with the relevant manufacturer’s designers to recreates the adult car in child size.
Despite the focus on licensed cars, Toys Toys have experimented with non-branded ride-ons as well. They manufactured a petrol powered Freester that later became a 24v. The latest 2010 catalogue includes a range of ‘baby’ pedal cars which are smaller and cheaper than their licensed products.
Licenses
Toys Toys hold licenses for a variety of sports car brands as well as licenses for more mainstream cars.
Toys Toys have always been very picky about what licenses they accept, agreeing to only manufacturer popular and prestigious cars. In 2009 the managers turned down offers to manufacturer licensed cars for Aston Martin and Bentley.
Distributing Countries
* Italy – MacDue
* France – Tbd
* Germany – R.Brehm GMBH
* Spain – Tbd
* Portugal – Tbd
* United Kingdom – Exclusive Toys
* Ukraine - Alimpex Group
* Switzerland – Tbd
References
{{Reflist
Toy companies of Italy
Toy brands
Toy companies established in 1978
Italian companies established in 1978