In recent years, the alarm about declining birth rates has become increasingly urgent in Italy, with the birth rate reaching record levels. Therefore, along with many mothers and fathers who were tired of experiencing and commenting on the data from ISTAT – which each year became an increasingly dire report – we established the Fondazione per la Natalità, with the goal of keeping attention focused on the demographic alarm and raising awareness among the public and the ruling class about how important it is to find solutions together to escape the so-called demographic trap.

Becoming a parent is one of the most fascinating and exciting challenges and as such it involves uncertainties, fears and moments of discouragement. Since the time of pregnancy, parents are very attentive to their child’s needs, but it is not always easy to choose from the myriad of products dedicated to their first years of life and beyond. The iMamma Shop was born from this awareness: an e-commerce platform for early childhood and childcare products, the result of the collaboration between Prénatal and Angelini Consumer.

There is an exchange of knowledge between parents and their children. It is a relationship that must be experienced in all its stages and cultivated in an educational setting that fosters and welcomes the spontaneity that comes with growth. It is in the confrontation between freedom and development that play fits in.