Aitana is the tenth best-selling brand in the sector so far this year. The Alicante firm aims to fight against the progressive advance of the age at which girls stop playing to enter the universe of social networks.

“We have to adapt to new children's social patterns,” says Irene Sotillo, marketing director of Famosa. Create products that keep the little ones away from social networks that “encourage them to give up toys to dedicate themselves to other things”