9 aprile 2026
NEWS
In the toy industry, marketing has become a key strategic driver of international competitiveness. At Dulcop International S.p.A., Europe’s leading company in the soap bubbles market, this vision takes shape through an integrated approach that combines innovation, licensing and sustainability.
We discussed this with Allegra Melotti, Marketing Manager of the company.
Strategic marketing in the toy industry: evolution and vision
“In recent years, marketing in the toy industry has become increasingly data-driven and international,” explains Allegra Melotti. “Our challenge is to enhance an iconic product like soap bubbles through distinctive concepts, global licenses and a clear positioning.”
Dulcop operates in over 50 countries and works daily with mass retail (GDO) buyers and specialized channels. In this context, marketing plays a crucial role in interpreting cultural differences and adapting communication strategies to diverse international markets.
Strategic licensing: between evergreen brands and emerging trends
Licensing represents a core pillar of the company’s business model. The selection of brand partners is based on clear criteria:
- international brand awareness
- alignment with company values
- long-term continuity potential
“Working with evergreen properties means building stability and trust with buyers. At the same time, we constantly monitor emerging trends to capture new growth opportunities.”
Innovation and packaging as competitive leverage
In the soap bubbles market, packaging is a strategic tool for shelf differentiation. “It’s not just about aesthetics: it’s about functionality, safety, sustainability and storytelling.”
The integration of responsible materials and efficient production processes is part of a broader corporate governance vision aligned with ESG principles.
Female leadership and a culture of responsibility
For Allegra Melotti, leadership in marketing is about balancing creativity and responsibility: “Leadership is not just about making decisions, but about creating consistency between strategic vision and company values. In an international environment, this requires listening, method and the ability to build long-term relationships.”
An approach that reflects Dulcop’s identity: Made in Italy, continuous innovation and a strong focus on quality.