TT Toys Toys SRL are an Italian manufacturer of children’s pedal and electric ride on cars. They have a factory near

Milan Milan ( , , ; ) is a city in northern Italy, regional capital of Lombardy, the largest city in Italy by urban area and the List of cities in Italy, second-most-populous city proper in Italy after Rome. The city proper has a population of nea ...

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,

Province of Milan The province of Milan () was a province in the Lombardy region of Italy. Its capital was the city of Milan. The area of the former province is highly urbanized, with more than 2,000 inhabitants/km2, the third-highest population density among Ital ...

(

Lombardy The Lombardy Region (; ) is an administrative regions of Italy, region of Italy that covers ; it is located in northern Italy and has a population of about 10 million people, constituting more than one-sixth of Italy's population. Lombardy is ...

). 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, voice actor, and entrepreneur. A pioneer of the Golden age of American animation, American animation industry, he introduced several develop ...

). In 1997 Toys Toys joined the Berchet Group. The partnership with Berchet allowed Toys Toys to increase its 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 Mga () is an types of inhabited localities in Russia, urban locality (an urban-type settlement) in Kirovsky District, Leningrad Oblast, Kirovsky District of Leningrad Oblast, Russia. Population: The name is almost certainly derived from the iden ...

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 A management buyout (MBO) is a form of acquisition in which a company's existing managers acquire a large part, or all, of the company, whether from a parent company or High-net-worth individual, individual. Management- and/or leveraged buyouts bec ...

, and continued to remain independent even after Simba-Dickie 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 a 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 ...

that began at the end of 2007. Toys Toys did survive the crisis, but in 2010 agreed to an acquisition by the Italian company WICE Group, which has given the company extra security.

Products

Toys Toys primarily focuses on the manufacture of licensed ride-on cars for children. The company works with the relevant manufacturer’s designers to recreate the adult car in child size. Despite the focus on licensed cars, Toys Toys has 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 holds 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 manufacture 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 Companies based in Lombardy Metropolitan City of Milan