La Befana: A Time-Honored Italian Tradition
The arrival of La Befana on January 6th marks a special day for children in Italy, as they eagerly await the traditional stocking filled with sweets and toys. According to a survey conducted by AstraRicerche for the Italian Food Union, 9 out of 10 families in Italy continue to observe this custom, which has been passed down through generations. The survey, which involved 1000 online interviews with parents of children aged 4 to 14, reveals that the tradition of La Befana remains a beloved and enduring part of Italian culture.
Most Desired Toys and Sweets
This year, the most sought-after toys include soft toys and dolls, such as those featuring newborn babies and special edition Barbie dolls for the holidays. Board games, like “Life as an Influencer” and those inspired by popular TV series like Paw Patrol and One Piece, are also in high demand. Additionally, Disney, Pixar, Marvel, and Star Wars characters, particularly Stitch, are extremely popular among children. A version of Monopoly dedicated to the little blue alien has also been released. At the Milan and Rome offices of the FAO Schwarz chain, customizable teddy bears and plush toys are among the most requested items, along with piano carpets that allow children to create their own music by tapping their feet.
For older children, action figures like Funko and Stranger Things are favored, while the passion for Pokémon and Lego continues. The “Fabulous” line, featuring new bags, mini-bags, and makeup products, is also a hit among girls. Online retailers like Toys Center report high demand for dinosaur-themed toys, including T-Rex, and the 2025 party edition of Barbie. Social media-inspired board games, such as “Life as an Influencer,” are also gaining popularity, with the slogan “Become the most popular influencer by getting more likes, but be careful not to lose followers?”
Top Sellers and Favorites
According to Amazon’s Christmas window, the top-selling toys include the “Red Glove Vudù” game, Clementoni’s mime game, and the “Taco Gatto Capra Cacio Pizza” cards. The inevitable Cicciobello, particularly the “bua” version, and the mini tablet/interactive panel HahaLand, which helps children expand their vocabulary, are also favorites. For older children, Monopoly, including the new version with Stitch and the “Veneto City” edition, is a top seller. On the Italian portal Idealo, the most popular items include themed construction brick sets, Cicciobello in interactive versions, and Barbie, as well as creative kits for drawing, cooking, and scientific experiments.
For pre-teens and kids, video games and consoles are always a hit. The custom of finding the Befana stocking, filled with sweets and other treats, remains an essential part of Italian tradition, with 7 out of 10 children believing in the magical figure of La Befana. The survey also reveals that 7 out of 10 Italian adults receive or give the Befana stocking as a gift, demonstrating the enduring appeal of this tradition.
The Coal Disappears, Only Sweets and Chocolates Remain
The Befana stocking typically contains sweets, chocolates, and other treats, with sugar charcoal, once a staple, losing ground in popularity. According to the survey, sweets (79%), chocolates (86%), and chocolate bars (83%) are the most loved products, followed by licorice (26%) and fruit juices (20%). The favorite sweets to find in stockings are soft and chewy (83%), followed by lollipops (70%), jellies (55%), and filled sweets (49%). Strawberry is the most popular flavor, with 61% of preferences, followed by cola (56%), cream-based flavors (54%), milk (49%), and caramel (48%).
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