The New Toy Zone

The Bologna Children's Book Fair has always welcomed toy companies whose products have a natural connection to the publishing industry — from board games to educational toys and more. Building on this long-standing relationship, BCBF has taken a decisive step forward by creating a dedicated area and a series of initiatives to highlight the toy industry and strengthen its ties to the world of publishing, and children’s content.

All activations are located in the lively Licensing Hall (Hall 29/Mall 2), right in the heart of the Fair. They include the new Toy Zone, which opens its doors to toy companies and offers a unique chance to connect with publishers, retailers, distributors and the broader ecosystem of both the Bologna Children's Book Fair and the Bologna Licensing Trade Fair/Kids. There has also been a strategic partnership with Play Trade, which provides a dedicated B2B space focused on board games within the Licensing Business Lounge. Additionally, a new Toy Lounge has been created to welcome international toy companies attending Bologna for the first time through a fellowship program supported by ICE and MAECI funding, providing an immersive introduction to all that Bologna has to offer.