The successful plush line in recycled plastics

Anna Venturelli, owner, sums up over 60 years in the toy business this way:

Thanks to its history our company, founded by my parents, is representative of some of the market’s most important evolutions. Around the mid-Eighties our production, up to then totally inside the company, was moved to China. Our well-established manufacturing experience allowed us to maintain and strengthen the outstanding ‘made in Italy’ features, in terms of quality and design, that had always distinguished our products.

The sustainability issue is deeply felt by the company:

This year the range of the Play Eco! Play Green! line, the new plush collection made from recycled plastics, has been enlarged,

says Venturelli.

It has been extended from the first items to the new small and big cats, koalas and pandas in various sizes. Also new is the possibility of personalizing the self-stand displays and, most of all, of offering the packaged product in counter display units. We introduced this line last year in time for the Christmas season and the message it brings was received and appreciated so positively that we were encouraged to develop it further. All these products are 100 per cent made of recycled plastic bottles and are GRS (Global Recycled Standard) certified: GRS is an international voluntary product standard which sets the requirements for third-party certification of the recycled contents, of the chain of custody, of the social and environmental issues management and of the restrictions on the use of chemical substances. The reason why we have chosen to follow this path is highlighted by the words of the Lebanese thinker and economist Nassim Nicholas Taleb: ‘We build toys, and some of these toys change the world’. We want them to change it for the better.

In the company’s catalogue there is wide room for infant products:

We offer indeed a remarkable variety of articles, mainly divided into two lines: Zerotre and Color. The former, only available in pink and blue, addresses the early months after birth and the packaging – single box with display – is a smart gift idea. The Color line, sharp and rich in accessories, is designed to attract the little ones through the colours and the sensory stimulations generated by the different textures, by the sounds and by the ergonomics of the products.


This leading Italian company specialises exclusively in the distribution of plush toys. Over the years, as a result of organisational and market requirements, it has changed from ‘exclusive production’ to ‘distribution’ of plush toys, and since 1985 it has been making use of valid, and now consolidated, foreign collaborators for the production of its products, while maintaining its unmistakable artisan style.

Based on many years of production experience, we provide our foreign partners with all the details for the production of our products, starting with the designs, shapes, colours and sizes. For this reason, all our toys are distinguished by the exclusive ‘made in Italy design’, appreciated worldwide, which enhances their style and quality. The internal organisation has been set up by calibrating the company staff in the best possible way, thus allowing an excellent and winning quality/price ratio.

The distribution on the Italian market is mainly aimed at wholesalers and large-scale distribution through the best and most specialised sales network of 12 agents who are particularly attentive to customer requirements. Just as dynamic and attentive to the needs of the market are the company’s creative and managerial staff, who are adept at proposing not only excellent product quality but also adequate service, in full respect of the needs of both the initial purchaser and the final consumer.

Company contacts:

ph.: +39 030736301 / +39 030 7461181