YuMe Toys, The Rise of Collectibles

Interview with Felipe Noriega, VP and Regional Director EMEA, and Daniel Petcu, Sales Director EMEA

Click here to read the interview in Italian

In recent years, collectibles have evolved from a niche for enthusiasts into one of the most dynamic segments of the toy market. According to Circana, the sector’s growth is being fueled primarily by the kidult phenomenon and by the success of anime properties in Italy. In this context, YuMe Toys has carved out a leading role by focusing on iconic licenses, innovative formats, and a distribution model that emphasizes speed and proximity to retail partners. Founded in Hong Kong and now active in more than 150 countries, the company has entered the Italian market with a direct approach, building in just two years a network that spans from specialty stores and collector shops to mass retail.

What makes the difference is a portfolio that combines evergreen brands with contemporary hits: from timeless classics such as One Piece, Hello Kitty, Dragon Ball Z, Stitch and Lotso, to anime properties capturing a new generation of fans, including Jujutsu Kaisen, Blue Lock and Solo Leveling. And the roadmap is already packed with upcoming launches — Stranger Things, Harry Potter, Spy x Family, Kaiju No. 8, PlayStation and Star Wars are all set to further enrich YuMe’s lineup.

Alongside the strength of its licenses, YuMe has built a European infrastructure designed for speed and reliability: three logistics hubs in Luxembourg, the UK and the Netherlands ensure short delivery times and flexible inventory management. In Italy, the Milan showroom has become a key meeting point for retailers — a space to preview new releases and strengthen long-term partnerships. This strategy delivered double-digit growth in 2025, confirming YuMe as one of the main players in the collectibles segment. Sharing insights on vision, results and future prospects are Felipe Noriega, VP and Regional Director EMEA, and Daniel Petcu, Sales Director EMEA at YuMe Toys.

Felipe Noriega, VP and Regional Director EMEA, e Daniel Petcu, Sales Director EMEA © YuMe Toys

Fast growth

How is 2025 progressing for you, and what are your expectations for the end of the year?
2025 has been a milestone year. The “kidult” phenomenon has reached maturity, and Italian retailers who were once cautious now fully embrace it as a key category. This has translated into strong double-digit growth for YuMe, with expectations of ending the year firmly “in the black.” The trend shows no signs of slowing.

Two years after entering the Italian market, are you satisfied with the results achieved?
Absolutely. In just two years, YuMe has secured strong listings across the Italian retail spectrum. The company has also fine-tuned its understanding of Italian consumer habits, which often favour impulse-driven, collectible products. This market knowledge has translated into robust growth and stronger brand awareness.

YuMe Toys is headquartered in HK but operates in Europe. Which markets are you currently active in?
YuMe Toys is a truly global company, with products available in over 150 countries. In Italy, the company has built a strong direct-to-retail presence, securing listings with specialist toy retailers, collector outlets, petrol stations, supermarkets, and hypermarkets. Italy is one of YuMe’s most dynamic markets, where kidult collectibles have taken hold quickly.

The Italian sales team. Back row, from left: Fabio Colangiuli, Emiliano Lia, Luca Salamone, Gianfranco Manzionna, Fabrizio Solfanelli, Sara Novati, Mirko Settimelli, Luca D’Accordi. Front row: Simone Luongo, Chiara Laliche-Beutler, Moreno Antonini, Luigi Colangiuli © Studio Vudes/Duesse Media Network

A few months ago, you opened a new showroom in Italy. How has it been received so far?
The Milan showroom has been a major success. Beyond serving as a product showcase, it has become a space where YuMe regularly hosts meetings, previews, and collaborative sessions with Italian retailers. By offering a year-round platform for more in-depth, face-to-face engagement than traditional trade shows allow, the showroom helps retailers experience the product range in context—making it easier for them to envision how YuMe’s collectibles fit their shelves and consumer base.

Are you also planning to open an operational office in the country?
At present, YuMe coordinates logistics, operations, and marketing from its EMEA HQ in London. However, in Italy YuMe maintains a dedicated local sales presence led by Gianfranco Manzionna, who provides on-the-ground expertise to ensure the company remains close to consumer trends and retailer needs. Under Gianfranco’s leadership we continue to thrive and build an exciting and robust business, for the future.

Growth Strategies

What are your next steps to further expand your network?
Expansion in Italy is happening both organically and strategically. As YuMe’s products become more visible, new retailers are increasingly reaching out to collaborate. Alongside this organic pull, YuMe’s sales team proactively targets new accounts each quarter, focusing on both established retailers and emerging channels such as lifestyle and pop culture stores.

Where are your warehouses located and which territories do they serve?
YuMe operates from three key logistics hubs in Europe: Luxembourg, Coventry (UK), and Rotterdam (Netherlands). These sites are strategically positioned to enable fast delivery times and efficient inventory management, aligning with YuMe’s commitment to speed-to-market for Italian retail partners.

Chiara Laliche- Beutler, Daniel Petcu and Deanna Mascrene © YuMe Toys

What are your current bestsellers, and which products are set to lead your portfolio in the coming months?
YuMe’s Italian bestsellers reflect both evergreen properties and current cultural moments: Hello Kitty and Friends, Stitch, Lotso, Jujutsu Kaisen, One Piece, and Dragon Ball Z. Looking ahead, Stranger Things is set to lead the portfolio, supported by enduring franchises like Harry Potter, Toy Story, and Spy x Family. Add this to upcoming launches that include Molang, Star Wars, PlayStation, Kaiju No. 8, Spider-Man, and Solo Leveling, and we will ensure the range remains fresh and trend-driven.

Looking ahead to 2026, which key drivers—whether technological, strategic, or product-related—are shaping your next phase of growth?
Four key drivers will shape YuMe’s growth in Italy: identifying intellectual properties that can command high-volume demand, developing innovative new form factors, ensuring speed-to-market, and delivering the most price-conscious products without compromising quality.

Not just for kidults

Your collectibles are primarily designed for the kidult audience but also appeal to younger fans. What are the main challenges you face when working with the retail sector?
Early on, one challenge was convincing some retailers that kidult products weren’t just a passing fad. That conversation has shifted—today, the demand is undeniable. The focus now is on ensuring the right in-store positioning, so kidult collectibles don’t get lost among traditional toys. Dedicated shelf space, creative POS displays, and cross-merchandising with lifestyle categories are proving effective.

Do you think the Italian market has fully grasped how to position and promote kidult products? What gaps still need to be filled, and how does Italy differ from other European countries in this regard?
Italy has made great strides in embracing the kidult category, particularly in supermarkets and hypermarkets where collectibles perform strongly. There’s still work to be done in the specialist retail sector, where more dedicated “collector zones’’ would work wonders. Italian consumers are highly brand-loyal, so investing in fan engagement—such as in-store events and community activations—could further boost the category.

© YuMe Toys

Key strengths: direct-to-retail and fast-to-market

You operate under a Direct-to-Retail model. What are the advantages and limitations of this approach in Italy?
The DTR model allows YuMe to build closer relationships with retailers and stay agile in responding to market shifts. With local sales led by Gianfranco Manzionna and supported by strategically located European warehouses, YuMe combines localized service with centralized efficiency.

How is your distribution network structured in Italy, and what support do you provide commercial partners?
YuMe works with partners who bring both scale and category expertise. Selection criteria include reach (physical and digital), alignment with YuMe’s brand positioning, and commitment to showcasing kidult products properly. Support includes merchandising materials, product training, tailored digital campaigns, and showroom access for regular previews.

What are the key differences you see between markets like Italy, France, Germany, Spain, and the UK? How do you adapt your commercial strategy to countries with very different retail dynamics?
Each market has unique dynamics. The UK is fast-moving and highly trend-driven, making speed-to-market crucial. France places strong emphasis on brand heritage and storytelling. Germany is structured and risk-averse, favouring proven evergreen brands. Spain and Italy lean heavily on impulse purchases and collectibles with broad price accessibility. YuMe adapts by tailoring its product mix, marketing, and retail activations to each market’s consumer psyche.

Which product categories are performing best in Italy? Have any lines or brands delivered results that exceeded your expectations?
Anime franchises like Jujutsu Kaisen and Dragon Ball Z have exceeded expectations, resonating strongly with Italian fans. Hello Kitty and Friends has also performed above forecast, driven by its cross-generational appeal. The surprise hit has been Lotso, which has gained traction well beyond its original Toy Story roots and Stitch has also been outstanding for us.

© YuMe Toys

Speed of execution is one of your declared strengths. How does your fast-to-market process work in practice?
YuMe’s speed-to-market strategy is built on agility and strong collaboration. By working closely with licensors, aligning approvals, and maintaining an optimized supply chain, the company can deliver products in time to ride cultural waves rather than chasing them. This approach not only delights fans but also builds trust with retailers, who know YuMe can deliver quickly when demand spikes.

Brand Awareness

What strategies are you implementing to build brand awareness for YuMe Toys in Italy?
Brand-building remains a priority. Strategies include targeted digital marketing, influencer partnerships, immersive retail POS solutions, and participation in major fan events like Lucca Comics & Games. These initiatives ensure YuMe is visible not just as a product provider, but as a lifestyle brand for collectors and fans.

Your portfolio includes some of the most powerful global properties, such as Disney, Marvel, Netflix, Sanrio, and several anime franchises. How do you select which brands to invest in, and which ones do you believe will be strongest in 2026?
YuMe’s team combines rigorous market analysis with fan intuition. They track what’s trending now, anticipate what’s coming, and balance it with evergreen franchises that never fade. While they don’t secure every property they pursue, YuMe’s reputation as a trusted partner in collectibles means licensors often seek them out too. Looking ahead to 2026, franchises like Stranger Things, One Piece, and Hello Kitty are expected to remain strong, while new anime IPs are poised to break through.

© YuMe Toys

The competition in the blind box and capsule collection segment is intense. How do you differentiate yourselves and protect your market share?
YuMe differentiates through three pillars: innovation in form factor, superior quality, and fan-first storytelling. Unlike many competitors who rely on volume, YuMe focuses on delivering collectibles with thoughtful detail and authentic design. Collaborations with licensors often give YuMe access to exclusive designs, while strong retail partnerships ensure standout placement. Above all, the company builds with the fan in mind—because YuMe’s team are fans themselves.

What is your communication strategy across digital, marketing, and live events?
YuMe takes an integrated, fan-first approach. Digital campaigns fuel daily engagement, retail activations create impact at the point of sale, and live events like conventions showcase the brand’s passion and creativity. The consistency across all touchpoints ensures that whether a fan discovers YuMe online, in-store, or at an event, the experience feels seamless and authentic.

If you could change one thing about the toy industry with a snap of your fingers—what would it be?
Licensor approval times. Shorter timelines would allow the industry to respond faster to trends and fan demand. In addition, clearer and more consistent international trade policies would help reduce uncertainty for companies operating globally.