Città del sole
Città del sole, operated by Selegiochi Srl, is an Italian specialty retail chain selling children's games, toys, books, and creative play products through 80+ physical stores across Italy and a nationwide e-commerce platform, serving primarily families with children and gift buyers.
- Company typePrivate
- Founded1972
- HeadquartersBinasco, Italy
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Città del sole does
Città del sole is an Italian specialty retail chain operating under the legal entity Selegiochi Srl, focused on children's games, toys, books, and creative play products. The company runs more than 80 physical stores across Italy, reaching most major Italian cities, and complements the physical network with a full-featured e-commerce platform (cittadelsole.it) that offers nationwide delivery with free shipping above €59. Selegiochi Srl is headquartered in Milan, and the group operates with a headcount of 51-100 employees, consistent with a corporate structure that combines owned stores and a sizable franchise network.
The merchandising strategy is built around a curated, edited assortment spanning games, books, nature and outdoor play, building toys, creative arts, educational and STEM products, puzzles, dolls, and plush toys. Pricing spans single-unit items from approximately €1.95 to specialty products above €100 (e.g., Mini Micro 3in1 deluxe aqua at €109.90). Customer segments are primarily families with children aged 0-14 and secondary gift buyers; marketing relies on an inspiration hub (themed collections), email newsletters, in-store events, and a loyalty program.
The business model combines three revenue streams: (1) one-time retail product sales through stores and e-commerce, (2) gift card sales in €25, €50, and €100 denominations, and (3) franchise fees and royalties from independent operators running Città del sole stores under license. The technology stack is a standard e-commerce platform with store locator and inventory management, with no proprietary AI/ML components disclosed. Revenue is not publicly disclosed and no funding rounds, M&A, or leadership changes appear in available sources.
Città del sole firmographics
Firmographics- Name
- Città del sole
- Legal name
- Selegiochi Srl
- Website
- https://cittadelsole.it
- Company type
- Private
- Founded year
- 1972
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Città del sole, operated by Selegiochi Srl, is an Italian specialty retail chain selling children's games, toys, books, and creative play products through 80+ physical stores across Italy and a nationwide e-commerce platform, serving primarily families with children and gift buyers.
- Ownership category
- akta.pro rank
Where Città del sole is headquartered
LocationHeadquarters
- HQ city
- Binasco
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Città del sole business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Product Sales: Retail sales of children's toys, games, books, and educational products through physical stores and e-commerce. One-time purchase model for individual products.
- Gift Cards: Gift cards sold in denominations of €25, €50, and €100, providing flexible gifting options for customers.
- Franchise Revenue: Franchise model allowing independent operators to open Città del Sole stores under the brand, generating franchise fees and ongoing royalties.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product purchases at various price points |
| Other | Pay-as-you-go | Gift cards for gifting |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Città del sole product offering
Product offeringCore offering
Città del sole is an Italian specialty retail chain that sells children's games, creative and educational toys, books, and nature/outdoor play products through more than 80 physical stores across Italy and an e-commerce platform at cittadelsole.it. It also offers gift cards, a customer loyalty program (Programma Fedeltà), and a reserve-and-pickup service that combines online ordering with in-store collection.
Product overview
Città del Sole is an Italian retail chain operating over 80 physical stores across Italy plus an e-commerce platform (cittadelsole.it), specializing in creative and educational toys, games, and books for children. The company sells its own curated products organized into three main channels: Games (board games, puzzles, creative toys), Books (illustrated books, activity books, educational materials), and Nature products (gardening kits, nature observation tools). The business operates under Selegiochi Srl and offers complementary services including gift cards (€25, €50, €100), a loyalty program, and reserve-and-pickup from physical stores.
Differentiator
Problem solved
Functional benefit
Products and services
- Giochi (Games) Board games, card games, party games, and puzzles for children of all ages, including classic games, strategy games, and educational games. Sold through Città del sole's physical stores and e-commerce site.
- Libri (Books) Children's books including illustrated books, activity books, fairy tales, nursery rhymes, science books, and educational materials. Sold through Città del sole's physical stores and e-commerce site.
- Natura e... (Nature and more) Nature-themed products including gardening kits, seed bombs, botanical items, observation tools, and outdoor exploration equipment. Sold through Città del sole's physical stores and e-commerce site.
- Costruzioni (Building toys) Construction toys including wooden blocks, magnetic tiles, LEGO-compatible building sets, and engineering kits. Sold through Città del sole's physical stores and e-commerce site.
- Giochi creativi e creatività (Creative games and creativity) Arts and crafts supplies, drawing materials, craft kits, and creative play products. Sold through Città del sole's physical stores and e-commerce site.
- Aria Aperta (Outdoor play) Outdoor activity products including bicycles, scooters, sports equipment, and nature exploration tools. Sold through Città del sole's physical stores and e-commerce site.
- Giochi educativi (Educational games) Learning toys focused on STEM, language development, logic, and cognitive skills for children. Sold through Città del sole's physical stores and e-commerce site.
- Puzzle e rompicapo (Puzzles and brain teasers) Jigsaw puzzles, logic puzzles, wooden brain teasers, and interlocking puzzle games. Sold through Città del sole's physical stores and e-commerce site.
- Bambole e peluche (Dolls and plush toys) Collectible dolls, plush animals, soft toys, and doll accessories. Sold through Città del sole's physical stores and e-commerce site.
- Gift Card Digital gift cards available in denominations of €25, €50, and €100 for purchase as gifts for use at Città del sole stores and online.
- Programma Fedeltà (Loyalty Program) Customer loyalty program offering points accumulation, discounts, and special promotions for registered members shopping at Città del sole.
- Prenota e Ritira (Reserve and pick up) Online purchasing service with in-store pickup at over 80 physical store locations across Italy.
- Franchise program Franchise program enabling independent operators to open Città del sole stores under license, generating franchise fees and ongoing royalties for the parent company.
Companies that use Città del sole
Customer profileSegments2 records
Ideal customer profiles2 records
Città del sole technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Città del sole partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
Città del sole competitors and assessment
Company assessmentDirect peers
- Hamleys: Global flagship specialty toy retailer operating experiential stores plus e-commerce. Direct comparable in category (premium toys/games), customer base (families), and omnichannel model, though Hamleys operates at international scale while Città del Sole is Italy-focused.
- Asmodee: Global leader in board games, card games, and tabletop games publishing and distribution. Directly comparable in board game and tabletop game category (a core segment for Città del Sole), with overlap on target customers and retail-channel relationships.
- Ravensburger: German games, puzzles, and toys manufacturer with strong retail presence. Comparable product overlap in puzzles, board games, and educational toys for children and families, with similar premium-quality positioning in the specialty toy category.
- LEGO Brand Stores: Operates own-brand retail stores and online store selling building toys and creative play products. Directly comparable in retail format (physical + e-commerce), category (creative/educational toys), and target customer (families with children), though LEGO stores are single-brand.
Regional players
- Trudi: Italian heritage plush toy and children's product brand with own-brand retail and wholesale distribution. Comparable as an Italian-made specialty children's brand competing in plush and creative toys, with overlapping customers and gift-giving use cases.
- Mondadori Store: Major Italian bookstore and stationery chain with physical stores and online platform. Comparable for the children's books category and Italian geography, with overlap on gift-giving customer segments and loyalty-driven retail operations.
- Prenatal (Prénatal Retail Group): Italian-headquartered specialty retailer of baby products, toys, and children's items operating physical stores across Italy and Europe. Highly comparable in geography (Italy-dominant), customer base (families with young children), and omnichannel format, though Prenatal is broader (also nursery/car seats).
- Feltrinelli: Italy's largest bookstore chain with omnichannel (physical + e-commerce) operations. Comparable for the books segment of Città del Sole's assortment, with shared Italian geography, customer base, and omnichannel retail infrastructure, though Feltrinelli is a books-only specialist.
Broad incumbents
- Amazon Italy: Largest e-commerce marketplace in Italy carrying toys, games, and books. Indirect competitor on commodity toy SKUs and on convenience-driven gift purchases; represents the structural pricing and convenience pressure that specialty retailers like Città del Sole must differentiate against.
- Toys"R"Us: Historic global toy retailer with broad toy assortment across physical and online channels. Comparable in core category (toys/games) and target customer (families/children), but operates at much larger scale and broader assortment without Città del Sole's curated/educational specialization.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Città del sole social profiles
Digital presenceCittà del sole financial estimates
Financial estimateRevenue estimate
Valuation estimate
Città del sole leadership team
Management profileNumber of profiles
Profiles1 record
Città del sole funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Città del sole M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Città del sole
What does Città del sole do?
Città del sole is an Italian specialty retail chain that sells children's games, creative and educational toys, books, and nature/outdoor play products through more than 80 physical stores across Italy and an e-commerce platform at cittadelsole.it. It also offers gift cards, a customer loyalty program (Programma Fedeltà), and a reserve-and-pickup service that combines online ordering with in-store collection.
Is Città del sole a public or private company?
Città del sole is a private company. It is classified as unknown and is currently operating.
When was Città del sole founded?
Città del sole was founded in 1972. It employs 51 to 100 people.
Where is Città del sole based?
Città del sole is headquartered in Binasco, Italy, in the Europe region.
How does Città del sole make money?
Three revenue lines are on record. Product Sales are the primary driver. The others are gift Cards and franchise Revenue.
Who are Città del sole's main competitors?
Direct peers on record are Hamleys, Asmodee, Ravensburger and LEGO Brand Stores. Regional players are Trudi, Mondadori Store, Prenatal (Prénatal Retail Group) and Feltrinelli. Broad incumbents are Amazon Italy and Toys"R"Us.
Does Città del sole have an API?
No public API is recorded for Città del sole.