Città del Sole is my favourite toy shop in Milan and it will likely be yours, too. Why? Because of its totally different and smart approach to the very concept of children’s play.
Città del Sole’s website states: “It is a shop that is different from others, not only for what it has, but also for what it does not have”. Here, you won’t find toys that do all the work for your child; what you’ll find are toys that actively teach kids while they’re playing: toys that educate and help children grow, stimulating their ingenuity, imagination and creativity.
The history of Città del Sole began in 1972 when Carlo Basso, the founder, was looking for wooden stilts to give to his daughters, but couldn’t find them anywhere. He eventually managed to find them only in England, and so he decided to import them. Carlo opened his first Città del Sole store in Via Meravigli, in Milan. The slogan? A masterpiece of ingenuity for any advertiser: “What if playing were a serious matter?”.
Many years have passed and today Città del Sole is a beloved and recognised brand, with 7 stores in Milan and many more throughout Italy.
The brand’s philosophy has remained unchanged over time, and many of the toys in the original shop are still part of Città del Sole’s range. The designs and some of the materials may have changed, but the “essence” of these toys is still the same. For example, you will find rocking horses and wooden bicycles, kits for building all sorts of objects, puzzles of every kind, interactive globes, magnets, items designed to introduce children to subjects such as astronomy, and much more.
True to tradition, toys at Città del Sole make no distinction based on the gender of the child and they’re designed for kids aged 0-14+.
And these are toys that are meant to last, and can easily be passed on to younger siblings when the original owners grow up. Because they are toys that are never tied to television programmes or passing fads. They have remained almost unchanged for more than 50 years, and they work today just as they did then.
Another value that sets Città del Sole apart from other toy shops is its constant focus on ecology and respect for the environment. They prefer natural materials to plastic: some of their toys are for example made from recycled wood and do not require glue or tools for assembly.
Città del Sole in Milan:
Corso Garibaldi 16, Milan
Corso Genova 3, Milan
Corso Lodi 3, Milan
Largo Settimio Severo 4, Milan
Via Canonica 85, Milan
Via Solari 68, Milan
Via Spallanzani 16, Milan
For telephone numbers and opening hours, visit:
www.cittadelsole.it
This post was all about the most interesting toy shop in Milan: Città del Sole.