The Great Toy Room

Once upon a time, there was a room.
Not just any room, but a room filled with toys, colors, and dreams.
From May 3 to June 15, 2025, that room comes to life at WOW Spazio Fumetto in Milan, turning into “The Great Toy Room – from Rocking Horses to Kidults”, an exhibition ready to be lived with wide-open eyes and hearts.

Among rocking horses that seem ready to ride again, LEGO bricks telling endless stories, toy trains racing through childhood memories, timeless dolls smiling from the shelves, and action figures just about to leap out of their showcases… every corner invites you to become a child once again, even if just for an afternoon.

Here, toys speak. They tell their adventures through comics, cartoons, and those endless afternoons spent building imaginary worlds. And we, whether young or old, can hear them.

This exhibition – created in collaboration with Assogiocattoli – is a beautiful bridge between past and future, where cuddly teddy bears meet superheroes, where vintage cars race alongside sustainable green scooters, and where the magical Sylvanian Families share the stage with colorful action figures.

Along the way, visitors can also dive into the poetic world of board games with the photography exhibition Board Game Photography by Daria Piccotti, capturing the beauty and creativity of tabletop adventures.

And like every good fairytale, there will be a grand finale: on June 11, during the International Day of Play, children across Italy will vote for their favorite toy at the Gioco per Sempre Kids Award ceremony.

In a moment where the future of the museum is uncertain, this exhibition is an act of love: for childhood, for imagination, for that magical spark living inside each of us.

Step inside the Great Toy Room. Where every dream finds its toy, and every toy has a story to tell.

Save the magic:
📍 WOW Spazio Fumetto – Comic Museum of Milan
📅 From May 3 to June 15, 2025
🎠 Big celebration on June 11 – International Day of Play