Audio storyboxes for kids boom in Europe as screen-free entertainment
Over the last two years, Raccontastorie, a plastic cube created by the Treviso-based startup FABA, has emerged as the leading toy for children aged 0-6 in Italy. Founded in 2019, FABA utilizes NFC technology to deliver songs and stories. Last year, the company generated over €13 million in revenue, offering more than 450 audio titles—30% of which were developed in-house, while the remainder came from collaborations with publishers like Mondadori and Giunti, as well as licenses from Disney. A panel of experts ensures the quality of the content. FABA faces competition from Tonies in Germany, Lunii in France, and Yoto in the UK. The devices retail for approximately €60, with additional content priced around €10. FABA is the leading seller in both Italy and Spain, with plans to enter Belgium, the Netherlands, Poland, and Nordic countries.
Key facts
- Raccontastorie is the best-selling toy in Italy for ages 0-6 over the past two years.
- FABA startup founded in Treviso in 2019 surpassed €13 million revenue in 2025.
- Device uses NFC technology to recognize figurines and play audio.
- FABA offers over 450 audio titles; 30% developed internally.
- Competitors include Tonies (Germany), Lunii (France), Yoto (UK).
- Yoto founder Ben Drury got the idea twelve years ago from a stroller with tablet holder.
- Devices cost around €60; content sold separately for about €10.
- Italian Pediatric Society recommends no smartphones before age two, max one hour daily for ages 2-5.
Entities
Institutions
- FABA
- Tonies
- Lunii
- Yoto
- Mondadori
- Giunti
- Disney
- New York Times
- Censis
- Società Italiana di Pediatria
Locations
- Italy
- Treviso
- Germany
- Austria
- Switzerland
- United Kingdom
- United States
- France
- Spain
- Belgium
- Netherlands
- Poland
- Nordic countries