Mr Chicco: The Extraordinary Life of an Ordinary Man

La Chicco - a leading company in the production of baby bottles, pacifiers, teats, and then strollers, rompers, toys, in short, everything revolves around the world of babies - has literally raised several generations of children, helping Italian mothers in the difficult management of babies. for at least half a century. Behind this brand, the story of a man of humble origins, who with great commitment, brilliant intuitions and a lot of perseverance, has been able to give life to a great company, still thriving and known all over the world today. Luca Masia traces, in these pages, the compelling human and entrepreneurial history of Pietro Catelli (Como, 1920-2006), from the difficult beginnings as a representative of needles and thermometers, to the foundation of Artsana, a manufacturer of sanitary articles - in the climate of optimism recovery and vitality of the post-war period, up to the next big step: the birth - in 1959, a few months after that of his eldest son - of Chicco, a company destined to become a global giant, a real industrial system dedicated to children and their early life. And then the factories, the travels around the world, the idea of ​​specialized packaging, the invention of new products - from the merry-go-round to the folding stroller - the difficulties, faced with great clarity and overcome also thanks to solid family affections, the nomination as Cavaliere del Lavoro, until the foundation of the Toy Horse Museum.