Impact Report 2025 Impact, measured.

Letter from the CEO

Access, inclusion, impact: Kid Pass in 2025

In a context marked by deep social, cultural and technological change, access to culture plays an increasingly central role in the development of people and communities. Culture is no longer just something to consume, but a space where meaning, identity and active citizenship are built. This is especially true for children, for whom encountering cultural experiences is a fundamental step in developing critical thinking, imagination and openness to the world. Yet access to culture for families with children still faces significant barriers: difficulty finding one’s way, a lack of suitable tools, and a gap between institutional language and the real needs of the youngest. This is exactly the space in which Kid Pass works, with the aim of reducing these gaps and building meaningful connections between families, cultural institutions and territories. During 2025 Kid Pass strengthened this role through an integrated set of actions and initiatives that generated impact on several levels.

For Kid Pass, 2025 was a year of consolidation, growth and progressive structuring. The numbers tell the story better than any words: 670,000 active users on the portal, 113 museums involved in Kid Pass Days across 15 regions, 78 venues for Avventure tra le Pagine, 5 webinars for more than 170 teachers, 43 inclusive events across Italy. Behind every figure there are children discovering a museum for the first time, families finding a space to spend meaningful time together, teachers bringing culture into the classroom. The project strengthened its position as a cultural platform able to generate social, educational and relational value on a national scale.

On the one hand, we expanded and consolidated Kid Pass’s network of relationships, involving a growing number of museums, cultural institutions, schools and partners across the whole country. A particularly significant step in this direction was joining, in 2025, Hands On! International Association of Children in Museums — the global network of around 120 children’s museums and cultural organisations in 40 countries. Entering this international community was an important recognition of Kid Pass’s work and, at the same time, a concrete opportunity for exchange and learning. In November Kid Pass took an active part in the association’s annual conference — held in Liverpool from 25 to 28 November, hosted by Eureka! The National Children’s Museum, on the theme “Making a Difference” — running a workshop on the Italian model of access to culture for families and children devised by Kid Pass. This opened new opportunities for access to culture, making case studies and best practices on educational and participatory experiences available to an ever wider audience, internationally as well.

On the other hand, we invested in developing free editorial and digital content, such as the quarterly magazine, strengthening Kid Pass’s ability to support families not only during the experience but also while discovering, finding their way and choosing. The portal, social media, the newsletter and the magazine played a key role in making culture more accessible, understandable and part of everyday life.

A particularly important element of 2025 was strengthening the inclusive dimension of our initiatives. Through collaborations with specialised organisations and professionals, Kid Pass helped develop increasingly accessible formats, able to include children with different needs and to promote a culture that is truly open to all. At the same time, the project began an internal evolution aimed at strengthening its organisational capacity and accountability. Introducing monitoring systems, defining indicators and starting a structured reporting logic are fundamental steps towards management that is ever more aware and impact-oriented.

Our first Impact Report was born within this journey. It is not only a communication tool, but a central element in building a transparent and continuous relationship with all our stakeholders. Through this document Kid Pass aims to share the results achieved, the ways in which value was generated and the prospects for future development.

A new commitment to maturity and awareness: sharing results, lessons and future goals with families, museums, schools, partners and institutions. 2026 will find us even more structured, even more ambitious and even better able to drive the change we believe is necessary.

Marianna Vianello, founder of Kid Pass

Introduction

Culture is a fundamental lever for the development of children and communities: it feeds curiosity, critical thinking, imagination and the ability to relate to others. For families, however, access to cultural experiences is not always simple: what is on offer can be fragmented, hard to read or not always designed for the needs of the youngest.

Kid Pass was created to close this gap, building a bridge between families, museums, schools, authors, illustrators and cultural operators. Since 2014 the project has made it easier to discover quality educational experiences and has helped make cultural venues more welcoming, accessible and family friendly.

Its activities run through an integrated ecosystem of initiatives: Kid Pass Days, a widespread event for families in Italian museums; Avventure tra le Pagine – Leggiamo al museo (“Reading at the museum”), which brings reading into cultural venues; Kid Pass School, which strengthens the dialogue between museums and teachers; and the digital, editorial and social channels that help families choose meaningful experiences.

This Impact Report describes the social, cultural and educational value generated in 2025, highlighting results, indicators, lessons learned and development paths. Its aim is to give a clear picture of Kid Pass’s contribution to access to culture, the promotion of reading, inclusion and the growth of active local networks.

Methodological note

This Report aims to make the social, cultural and educational value generated by Kid Pass’s activities transparent and understandable. It collects and analyses the main initiatives carried out in the reporting period, the year 2025, to give an overall view of the impact produced on the territory and on the communities involved.

The report is based on an analytical approach that combines quantitative and qualitative elements to describe the contribution of Kid Pass’s activities to promoting culture, education and access to cultural heritage for families with children.

Beyond the quantitative indicators, the report also values the qualitative aspects of the impact generated by Kid Pass, such as a stronger dialogue between families and cultural institutions, the promotion of reading and informal education, and the creation of active cultural communities in the territory.

Through this document Kid Pass aims to strengthen its dialogue with its stakeholders — families, cultural institutions, schools, partners and communities — by sharing results, lessons and future development prospects.

Data were collected from several internal and external sources. In particular:

• operational data on the events and initiatives promoted by Kid Pass;
• information gathered through Kid Pass’s digital platforms and communication channels;
• data provided by the museums, cultural institutions and partners involved in the initiatives;
• institutional documentation and press coverage of the main projects.

The impact indicators considered include, among others:

• the number of cultural institutions involved;
• the number of events and activities carried out;
• the participation of families, children and schools;
• the territorial spread of the initiatives;
• the number of inclusive initiatives with LIS (Italian Sign Language) interpreters.

The document covers the period from 1 January 2025 to 31 December 2025. Some data for the 2024 financial year (1 January – 31 December 2024) are included for completeness, in particular regarding projects carried out with schools. The document was approved by the shareholders’ meeting and is available on corporate.kidpass.it and kidpass.it.

Frameworks adopted

This Impact Report was prepared using two complementary frameworks, both recognised in Europe and internationally: the GRI Standards 2021 and ISO 26000:2010. Using both reflects the multidimensional nature of Kid Pass’s impact, which ranges from responsibility towards the community to impact on human capital, from protecting children’s rights to environmental sustainability.

GRI Standards 2021

The GRI Standards (Global Reporting Initiative) are the most widely used framework in the world for sustainability reporting. Kid Pass adopted the “with reference to the GRI Standards” (GRI-referenced) approach, appropriate for organisations reporting in a structured way for the first time.

ISO 26000:2010

ISO 26000:2010 provides guidance on social responsibility. Its seven core subjects were used as an interpretive lens to structure the analysis of Kid Pass’s impact.

Link to the Sustainable Development Goals (SDGs) of the 2030 Agenda

Kid Pass’s activities contribute directly or indirectly to several SDGs:

Who Kid Pass is

Identity and mission

Kid Pass is a cultural, editorial and project platform founded in 2014 in the province of Venice to bring families, children and schools closer to cultural, educational and tourism heritage. Over time it has grown from a project about family-friendly events into a national ecosystem that brings together digital content, museum initiatives, educational programmes, activities for schools, inclusive projects and collaborations with public and private partners.

Kid Pass’s mission is to make the encounter between families and cultural opportunities simpler, more continuous and better informed, contributing to children’s educational, creative and relational development. The company acts as a facilitator between family needs and cultural offerings, selecting, describing and designing experiences that speak to the youngest without giving up quality of content.

Kid Pass does not just promote events or produce content: it acts as a platform connecting different worlds. On the one hand it helps families discover reliable, age-appropriate experiences; on the other it supports museums, cultural institutions, schools and operators in building more accessible, inclusive and participatory languages, formats and tools.

The distinctive value of the model lies in its ability to translate complex cultural content into understandable and engaging experiences, connecting the institutional language of cultural venues, the educational language of school and the everyday language of families. This mediating role reduces the distance between cultural demand and supply and strengthens the role of children as active, curious audiences who bring value.

Kid Pass’s mission develops along a few fundamental directions:

• making culture more accessible and inclusive for families and minors;
• promoting quality educational experiences based on participation, discovery and active engagement;
• supporting children’s cognitive, creative, relational and social development;
• fostering the evolution of cultural and educational formats for family audiences;
• strengthening the networks between families, schools, museums, institutions, companies and territories.

From this perspective, Kid Pass sees culture as social infrastructure: a tool able to generate learning, well-being, cohesion and active citizenship. The company’s identity is therefore closely tied to creating shared value and building a cultural model in which girls and boys are not marginal recipients but protagonists of educational, creative and participatory processes.

History and main milestones

Areas of activity

Kid Pass’s activities comprise a broad and diverse set of initiatives, including events, educational projects, editorial content and collaborations with institutions and partners. For this Impact Report, a number of activities particularly representative of the intervention model and of the impact generated in 2025 were selected and analysed. The choice was based on their relevance to the material topics identified, their ability to engage different stakeholders and their contribution to the project’s social, educational and cultural goals. The initiatives described below are therefore not the full range of Kid Pass’s activities, but a summary of the main lines of action through which the project generates value.

Kid Pass Days are one of the project’s most established and recognisable initiatives and a significant example of Kid Pass’s ability to activate cultural networks on a national scale. The initiative is a widespread event involving museums and cultural institutions across Italy, with activities for children and families such as workshops, guided tours, readings, interactive and edutainment experiences. In terms of the impact model, Kid Pass Days work on several levels: they facilitate access to culture, promote active participation and encourage the institutions involved to develop more inclusive, family-friendly formats.

Avventure tra le Pagine – Leggiamo al museo is one of the main initiatives through which Kid Pass combines the cultural and educational dimensions. By involving museums, authors, illustrators and local communities, the project turns reading into a shared, participatory experience, creating a dialogue between children’s literature and cultural heritage. It contributes significantly to promoting reading from early childhood and to strengthening the bond between families and cultural venues, while creating new opportunities for collaboration between different players.

Kid Pass School is a strategic evolution of the project, aimed at strengthening the dialogue between the education system and cultural institutions. Through webinars, content and programmes for teachers, it makes it easier for schools to access quality educational offers and promotes the integration of formal and informal learning. In terms of impact, this area broadens the project’s reach, engaging new stakeholders and helping build continuity between school experience and cultural participation.

Digital ecosystem

The digital dimension is a cross-cutting, strategic component of Kid Pass’s activities. The portal, social media, the newsletter and the magazine form an integrated ecosystem through which the project reaches families continuously, offering informative, educational and inspiring content. In this Impact Report this area is particularly relevant because it extends the project’s impact beyond the geographical limits of in-person activities, contributing to the spread of culture and to a stable relationship with the community.

Special projects

Alongside its main initiatives, Kid Pass develops special projects that explore specific topics and test new formats. Among them, Libri d’Acqua is a significant example of integration between culture, environmental sustainability and creativity. Through activities about the sea, biodiversity and the relationship between people and the environment, the project raises children’s and families’ awareness of environmental issues using accessible and engaging languages.

New lines of activity

In 2025 Kid Pass began developing the concept of a new area of activity, Kid Pass Tourism, dedicated to family tourism. This initiative is an evolution of the intervention model that extends the project’s scope while staying consistent with its mission and values. Including it in the Impact Report reflects the wish to highlight not only established activities but also future development paths.

Position and role in the cultural system

In today’s cultural context, marked by growing complexity and changing patterns of participation, Kid Pass positions itself as an intermediate, enabling player working at the intersection of culture, education and community. Kid Pass is not simply a cultural operator or a service provider, but a relational and project platform that brings cultural demand and supply together, while helping access and participation models evolve.

This position rests on a few distinctive features.

1. Access facilitator. Kid Pass simplifies the relationship between families and culture and makes available information, tools and opportunities that allow more informed and continuous participation. In this sense the project plays a guiding role that reduces the fragmentation of the offer and increases its usability.
2. Experience enabler. Kid Pass creates the conditions for an active, participatory enjoyment of culture. By designing events, initiatives and content, the project turns the cultural experience into a moment of relationship, learning and shared discovery.
3. Catalyst of cultural innovation. Kid Pass encourages institutions to develop new languages, new formats and new ways of engaging audiences. This role is especially relevant at a time when cultural venues are called to rethink their function and their relationship with communities.

A further distinctive element is Kid Pass’s ability to act as a bridge between different systems. The project connects fields that often work separately — culture, education, communication, territory — fostering relationships and collaborations that generate shared value. This intermediary role also extends to language and symbols: Kid Pass translates complex content into forms that are accessible and relevant for children and families, while maintaining a high level of quality. In this way it helps make culture not only more accessible, but also more meaningful.

In terms of sustainability, Kid Pass’s position lies mainly in the social dimension, with relevant contributions to governance and, indirectly, to the environment.

Socially, the project helps broaden access to culture, promote inclusion and support education from early childhood. These elements link directly to the United Nations Sustainable Development Goals, in particular SDG 4 (Quality Education), SDG 10 (Reduced Inequalities) and SDG 11 (Sustainable Cities and Communities).

In terms of governance, Kid Pass is progressively strengthening its planning, monitoring and reporting capabilities, with an increasingly structured approach aligned with international standards.

Finally, although it does not run high-environmental-impact production processes, Kid Pass contributes to environmental sustainability through education and culture, raising awareness of issues related to the protection of the environment and resources.

Overall, Kid Pass is a player able to generate systemic value, acting not only on direct beneficiaries but on the whole cultural and social ecosystem in which it operates. This position is the basis of Kid Pass’s sustainability strategy, described in the following chapters.

The impact model

Kid Pass’s impact model is based on a systemic, multidimensional approach that integrates the cultural, educational and social dimensions, with the aim of generating value not only for direct beneficiaries but for the whole ecosystem in which the project operates. Unlike traditional models based on a linear logic of service delivery, Kid Pass takes a broader view in which impact is the result of a set of relationships, interactions and transformations involving many players: families, children, cultural institutions, schools, territories and partners. Within this framework, the intervention model works on three interconnected levels: access, activation and transformation.

Access

The first level concerns access to culture, understood not only as the physical possibility of attending an event or visiting a place, but as the real ability to find one’s way, understand and choose consciously. Kid Pass works at this level by reducing the barriers that limit families’ participation, whether informational, linguistic, organisational or cultural. Through an integrated system of tools — portal, editorial content, newsletter, social media — the project offers a selection and mediation service that helps families identify quality proposals. This curatorial work is central to the impact model: it is not simply about aggregating information, but about building an offer that is coherent, reliable and focused on families’ needs.

Activation

The second level is activation: turning cultural participation from a passive into a participatory experience. Through events, workshops, educational projects and digital initiatives, Kid Pass creates the conditions for children and families to take an active part. In this context culture becomes a space for relationships, discovery and the shared construction of meaning. Activation takes many forms: taking part in creative workshops, shared reading in museums, interacting with digital content, building experiences that stimulate curiosity and learning. This level is particularly important because it generates impact beyond the single experience, influencing behaviours, habits and ways of relating to culture.

Transformation

The third level is transformation, the most strategic element of the impact model. Kid Pass does not merely facilitate access or create experiences: it helps cultural offerings evolve. Through dialogue with museums, institutions and partners, the project stimulates new languages, new formats and new ways of engaging audiences. This transformation concerns both design and culture: on the one hand, institutions are supported in adapting their proposals to children and families; on the other, a more open, inclusive and participatory vision of culture is promoted. The impact generated at this level is systemic, because over time it helps change the practices and dynamics of the whole sector.

Integrating these three levels allows Kid Pass to operate as a relational platform, able to connect different players and generate shared value. The model is also scalable: it can be applied to different contexts, keeping consistent principles and adaptable ways of working. This is a key element for the project’s future development.

Value creation

Kid Pass generates value through a multidimensional model that develops along several directions and involves many stakeholders. The value produced is not limited to the economic or operational dimension, but takes the form of social, educational, cultural, relational and territorial value. Overall, Kid Pass’s value creation model is based on shared value, in which benefits are not concentrated on a single player but distributed among all those involved. This ability to generate widespread value is one of the keys to the project’s long-term sustainability.

• Social value. Kid Pass helps broaden access to culture, reducing barriers and creating opportunities for a large and diverse audience. Through its activities the project promotes a more inclusive and participatory culture, helping build more open and aware communities.
• Cultural value. Kid Pass acts as a catalyst for innovation in cultural languages and formats, encouraging institutions to develop more accessible and relevant proposals. This helps make culture more dynamic, inclusive and in tune with today’s needs.
• Educational value. The project fosters forms of informal learning that complement and enrich schooling. The experiences offered stimulate curiosity, creativity and critical thinking, helping children develop transferable skills.
• Relational value. One of Kid Pass’s distinctive features is its ability to connect different stakeholders. The project creates spaces for encounter and collaboration between families, institutions, schools, partners and professionals, fostering active cultural networks and communities.
• Territorial value. Through its activities Kid Pass helps enhance territories and cultural venues, supporting their social and cultural function. This translates into more vibrant local communities and a closer integration between culture and everyday life.

2025 indicators

The governance model

Kid Pass’s governance model is based on a flexible organisational structure and an articulated system of relationships that combines strategic vision, operational capacity and adaptability to different local contexts. In a project with a strong collaborative component and intense interaction with external stakeholders, governance is not limited to the internal dimension but extends to managing relationships, building partnerships and activating cultural ecosystems. Kid Pass’s model rests on four main elements: organisational structure, stakeholder management, partnership development and decision-making processes.

Organisational structure

Kid Pass works through a lean organisational structure designed to ensure operational efficiency, strategic consistency and adaptability. In 2025 the project relies on a network of 26 team members distributed across Italy, mostly women, with diverse skills ranging from cultural project design to communication, from event organisation to managing relationships with partners and institutions.

The structure has two main levels:

• a central coordination team, responsible for defining strategy, supervising activities and managing institutional relationships;
• a distributed operational network, which helps deliver initiatives, activate territories and maintain relationships with local partners.

This organisational model allows Kid Pass to operate widely while keeping a unified vision and consistency in content and values. The flexibility of the structure is one of the project’s key strengths, allowing it to respond quickly to changes in context and to test new intervention models. At the same time, in 2025 a process of progressive structuring began, aimed at strengthening internal processes, improving coordination and supporting the development of new lines of activity.

Stakeholders

Kid Pass’s governance model is strongly stakeholder-oriented: stakeholders are recognised as an integral part of the value creation process. They include many different subjects interacting at different levels.

Stakeholder management is based on a relational approach that favours dialogue, listening and long-term relationships. In 2025 stakeholder engagement took place mainly through qualitative and operational methods, consistent with the nature of the project. Kid Pass uses different engagement methods for each category:

• Families: website, weekly newsletter, social media, in-person events open to the public;
• Teachers: free interactive webinars, dedicated newsletter, teaching materials;
• Museums: partnership agreements, event coordination, shared press communication;
• Corporate partners: sponsorship contracts, co-design of activities and content;
• Internal team: regular meetings, team building, professional training;
• Media: press releases, interviews, media partnerships with Rai Kids, Rai Radio Kids and Rai TGR nationally.

This approach gathered meaningful insights into the needs, expectations and perceptions of the different stakeholders, even without structured tools such as surveys or formal interviews.

Partnerships

Partnerships are central to Kid Pass’s governance model and one of the main tools through which the project generates impact. Unlike models based on transactional relationships, Kid Pass develops partnerships aimed at creating shared value, to which each party contributes skills, resources and vision. The partnerships activated in 2025 work on several levels:

• cultural partnerships with museums and institutions, to design and deliver activities for families;
• educational partnerships with schools and training organisations, to develop educational content and programmes;
• editorial and creative partnerships with authors, illustrators and cultural professionals;
• institutional partnerships with bodies and organisations that support the project’s development;
• sponsor partnerships, which contribute to the economic sustainability of the initiatives;
• international partnerships with global networks and associations in the sector, for benchmarking, exchanging practices and positioning Kid Pass in the international community of museums for children and families.

A distinctive feature of Kid Pass’s model is its ability to activate cross-sector partnerships, connecting players from different fields and fostering shared projects. In 2025 Kid Pass also strengthened its ability to develop inclusion-oriented partnerships, working with specialised organisations to make its activities more accessible. Partnerships are therefore seen not as mere operational tools but as strategic levers for the project’s long-term growth and sustainability.

A particularly important step in 2025 was joining Hands On! International Association of Children in Museums, the global non-profit network of around 120 cultural organisations for children in 40 countries. Joining this community was a fundamental milestone for the work done so far and a concrete opportunity to compare notes with similar European and international organisations. In November Kid Pass attended the association’s annual conference — in Liverpool, on the theme “Making a Difference” — running a workshop on the Italian model of access to culture for families.

Decision-making processes

Kid Pass’s decision-making processes are designed to balance strategic vision, operational flexibility and adaptability. Strategic decisions are taken centrally, based on:

• consistency with the project’s mission and values;
• analysis of data on activities and performance;
• dialogue with stakeholders and partners;
• assessment of development opportunities.

Decisions are implemented by the network of team members and partners, through a model that combines coordination and autonomy. This approach keeps the strategic direction consistent, makes the most of the skills spread across the network, adapts initiatives to different local contexts and encourages experimentation and innovation.

In 2025 Kid Pass also began strengthening its decision-making tools, introducing a more structured approach to collecting and analysing data in order to support increasingly informed, impact-oriented decisions.

Evolution of governance

Kid Pass’s governance model is constantly evolving and reflects the company’s growth and the expansion of its activities. In 2025 several development processes began, concerning:

• greater formalisation of roles and responsibilities;
• stronger coordination processes;
• the development of monitoring and reporting systems;
• the progressive integration of ESG principles into the management of activities.

This evolution supports sustainable growth while keeping the flexibility and capacity for innovation that characterise Kid Pass.

Materiality analysis

The materiality analysis is one of the central elements of this Impact Report, because it identifies and prioritises the topics most relevant to Kid Pass and its stakeholders. For Kid Pass this process is particularly significant, as the project operates in a complex, multi-stakeholder context in which the value generated results from the interaction of different players and systems. In 2025 Kid Pass carried out its first structured materiality analysis, with the aim of building a methodological basis for setting strategic priorities and reporting impact.

The materiality analysis process

The process was carried out in four main phases.

1. Identifying potentially relevant topics. A preliminary analysis of Kid Pass’s activities, the projects developed in 2025 and its editorial and digital content was carried out to identify the main areas of impact. This phase was supported by an internal analysis of initiatives and results, a review of published content, comparison with sector benchmarks (culture, education, sustainability) and reference to the Sustainable Development Goals (SDGs).
2. Assessing relevance. Topics were assessed on two main dimensions: relevance to stakeholders, meaning their level of interest and expectation regarding the topic, and impact for Kid Pass, meaning the project’s ability to significantly influence that area.
3. Classifying topics. The topics identified were grouped into macro-categories consistent with the ESG structure and the project’s main areas of intervention: cultural access and participation; education and development; inclusion and diversity; community and territory; communication and content; environmental sustainability (education); governance and organisational development.
4. Prioritisation and validation. Based on these assessments, topics were prioritised and placed in the materiality matrix.

Although it is a first level of formalisation, the process provided a solid basis for integrating sustainability into Kid Pass’s strategy.

Materiality matrix

The analysis, carried out through stakeholder engagement and an internal assessment of activities, led to the definition of Kid Pass’s materiality matrix. This tool represents and prioritises the topics most relevant both to stakeholders and to the organisation, providing a structured basis for strategic choices and future impact monitoring. The matrix was built on two main dimensions: the relevance attributed to each topic by the stakeholders involved, and the level of impact these topics have on Kid Pass’s activities, mission and development.

High-priority topics. The analysis clearly shows that the core of Kid Pass’s mission is access to culture for families and children. This topic, together with inclusion and accessibility, education and informal learning, the quality of the content offered and the ability to create a meaningful relationship between families and cultural institutions, is the organisation’s main area of impact. These topics not only respond directly to the needs expressed by stakeholders, they are the very reason Kid Pass exists. By promoting accessible, inclusive and quality cultural experiences, the organisation encourages the cultural participation of new generations and strengthens the educational role of culture in families’ everyday lives. These aspects guide the design of activities, the choice of partnerships and the definition of long-term strategic objectives.

Medium-priority topics. Alongside the areas most closely linked to the mission, the analysis highlighted a number of topics that are important for consolidating and growing the project. These include the development of cultural communities, stronger relationships with schools, innovation in educational formats, digital communication and building strategic partnerships. They are key levers for broadening the reach of Kid Pass’s impact and spreading cultural opportunities more widely across the territory. While not the core of the mission, they contribute significantly to sustainability and to the organisation’s ability to reach a growing number of families, institutions and cultural operators. In particular, collaboration with schools, museums, libraries, cultural bodies and private partners builds an increasingly integrated ecosystem able to generate shared value.

Emerging topics. The analysis also identified some areas that, although less relevant today than the core topics, have significant potential for future development. These include environmental sustainability education, stronger organisational and governance models, and the exploration of new lines of activity, such as cultural tourism initiatives for families. They reflect the evolution of the social and cultural context in which Kid Pass operates and may become increasingly important in the coming years. For this reason the organisation intends to monitor them closely and progressively assess how to integrate them into its strategies and impact measurement systems.

Integration into strategy

The results of the materiality analysis are not just a snapshot of the organisation’s current state: they are an operational tool for guiding future decisions and the basis for Kid Pass’s sustainability strategy. High-priority topics guide activity planning and resource allocation, ensuring consistency with the mission and with stakeholders’ expectations. Medium-priority topics support the consolidation and growth of the project, strengthening its ability to generate social and cultural impact in the long term. Finally, emerging topics are areas for experimentation and innovation that may guide future investments and the evolution of the intervention model.

From this perspective, the materiality matrix should be seen as a dynamic tool in constant evolution. Updating it regularly will allow Kid Pass to monitor changes in context, identify new needs and keep developing initiatives that generate value for families, children, cultural institutions and the whole community.

Strategy and impact for a sustainable approach

Kid Pass’s strategy stems from the integration of the project’s cultural mission, the results of the materiality analysis and the evolution of the social and educational context in which it operates. In this framework, sustainability is not a separate dimension but a cross-cutting principle guiding project choices, ways of working and relationships with stakeholders. This chapter sets out Kid Pass’s ESG vision, the objectives pursued in 2025 and Kid Pass’s contribution to the United Nations Sustainable Development Goals.

ESG vision

Kid Pass takes an approach to sustainability centred on creating social value through culture, recognising its role as a player able to help develop more inclusive, aware and participatory communities. The project’s ESG vision develops along three main lines.

The “S” of Social: culture as social infrastructure. The social dimension is the heart of Kid Pass’s strategy. The company helps broaden access to culture for families and children, promote inclusion and participation, support education from early childhood and strengthen the role of families in educational processes. Culture is seen as genuine social infrastructure, able to generate well-being, cohesion and development.

The “E” of Environmental: education for sustainability. Although it does not work in sectors with a high direct environmental impact, Kid Pass contributes to environmental sustainability through education and culture. Kid Pass promotes awareness of environmental issues, the integration of culture, science and sustainability, and the development of content and activities about the environment. In this sense Kid Pass acts as a cultural multiplier, helping spread more conscious behaviour from early childhood.

The “G” of Governance: towards a structured model. In terms of governance, Kid Pass is on a path of progressive structuring aimed at strengthening its planning, monitoring and reporting capabilities. In 2025 this commitment translated into introducing impact measurement, defining key performance indicators (KPIs), launching the first Impact Report and integrating ESG principles into decision-making.

2025 objectives

Objective 1 — Encourage the edutainment approach in cultural experiences

Kid Pass Days: the edutainment that unites Italy

Kid Pass Days are Kid Pass’s longest-running and most representative widespread event. Devised in 2014 — the year the company was founded — they are a two-day event for families with children aged 0 to 12 that takes place simultaneously in dozens of museums, cultural sites and educational spaces across Italy, with workshops, guided tours and creative activities designed for family audiences.

The winning formula rests on three pillars: quality of experience (activities designed with museum education teams), territorial reach (presence in 15 Italian regions) and, in some cases, easier access to culture (free or reduced admission). In eleven years Kid Pass Days have become a fixture for thousands of families and a unique visibility opportunity for partner museums.

The format is a widespread event: participating museums design their own activities following Kid Pass’s guidelines to ensure quality and consistency, while Kid Pass handles communication, promotion and national coordination. Each edition has its own graphic and communication theme, created by a selected illustrator.

The 11th edition (2025)

The 11th edition of Kid Pass Days was the largest ever, with 113 museums and cultural sites involved in 15 Italian regions. Compared with the previous edition, 11 new museums joined for the first time (see Annex E). The geographical distribution reflects a widespread presence from north to south, with peaks in Liguria (21 events), Veneto (19) and Piedmont (18).

“This post is PRECIOUS! Kid Pass Days is one of those events that make adults and children dream. We hope to experience something just as magical in Marsala soon!” — a user comment on Facebook, 2025

Content: themed workshops and labs

The heart of Kid Pass Days is the workshops and labs, designed with museum education teams for children of different age groups (0–3, 4–6, 7–10, 10–12). Activities cover four thematic macro-areas:

The official illustration of the 11th edition was created by the artist Sergio Olivotti, who designed a coordinated image for all communication materials.

Partners of the 2025 edition

Kid Pass Days are made possible by a network of sponsors and partners who share the values of edutainment and culture for families, including:

• Fondazione IDIS – Città della Scienza, the science museum of Naples – partner;
• Conapi – Italian consortium of organic beekeepers and farmers – sponsor;
• Città del Sole, a chain of educational and creative toy shops – sponsor;
• La Casa di The Human Safety Net, the cultural home of The Human Safety Net foundation supported by Generali Group, at the Procuratie in Venice – partner;
• Dinosauri in Carne e Ossa, exhibitions and parks with scientifically accurate paleo-art models made by Geomodel – sponsor;
• Leonardo3 Museum, a science and art museum devoted to Leonardo da Vinci’s projects, Milan – partner;
• MUSE – Museo delle Scienze, Trento – partner;
• Fondazione Arena di Verona – partner;
• Museo dei Bambini social cooperative, Explora, Rome – partner;
• Fundación TBA21, the Madrid-based foundation that runs the Ocean Space cultural venue – partner;
• MUVE – Fondazione Musei Civici di Venezia, the network of Venice’s civic museums – partner;
• Opera Laboratori, the leading provider of educational and visitor services in major Italian museums – partner;
• Pingu’s English Italy, the Italian leader in English schools for children aged 2 to 11 (over 50 centres across Italy) – partner;
• Fruittella, a brand with natural ingredients by Perfetti Van Melle S.p.A. – sponsor;
• Fondazione Orchestra di Padova e del Veneto, for its family concert season – partner;
• METS – Museo Etnografico Trentino San Michele, the museum of rural culture and Alpine traditions – partner;
• Milanosport, the company set up by the Municipality of Milan to run most of the city’s public sports facilities – partner;
• Municipality of Venice, for the Candiani Cultural Centre’s Notonlyforkids programme – partner;
• Fondazione M9 – Museo del ’900 – partner;
• Spazio Ricasoli s.r.l., Pinocchio Experience exhibition in Florence – partner;
• Parco Giardino Sigurtà s.r.l. – partner;
• Fondazione Canova onlus, with the Gypsotheca and Museo Antonio Canova in Possagno – partner;
• MART – Museum of Modern and Contemporary Art of Trento and Rovereto – partner.

Media coverage and communication

The communication campaign for the 11th edition generated 40 press mentions in the main national media. Official media partners: Rai Kids and Rai Radio Kids. Talent ambassador: Laura Carusino, actress and TV presenter, a well-known face of Rai Yoyo from popular programmes such as “L’albero azzurro” and “Hello YoYo”. A DAMS graduate in Theatre and Dramaturgy, she is also a stage actress and author of children’s books, including Eglefino sei speciale!

Social performance during the initiative

Inclusion at Kid Pass Days

The 11th edition included an inclusive main event at La Casa di The Human Safety Net in Venice, free for all families with particular attention to children with disabilities. The edition recorded 13 new inclusive events across the network compared with the previous edition, involving new museums and cultural institutions such as Fondazione Arena (Verona), Museo Archeologico di Altino (Venice), Museo Archeologico Nazionale di Cosa — Parchi Archeologici della Maremma (Grosseto), Museo Civico Casa Cavassa (Saluzzo), Museo dell’Agricoltura e del Mondo Rurale (Sant’Angelo di Piove di Sacco), Museo della Vite e del Vino (Ziano Piacentino), Museo Nazionale Scienza e Tecnologia Leonardo da Vinci (Milan), Parco Giardino Sigurtà (Valeggio sul Mincio), BrizzoLArt (Saluzzo), Casa Cavassa Musa Kids (Saluzzo) and Centro Multimediale Dantesco (Ravenna).

The Kid Pass Cuore d’Oro award

In 2024, for its tenth anniversary, Kid Pass created a special award: “Il Cuore d’Oro di Kid Pass” (Kid Pass Golden Heart), a symbolic recognition for organisations that have collaborated with commitment, continuity and effectiveness on its family initiatives. The award is a seal of excellence that encourages Italian cultural institutions to actively pursue fundamental values: welcoming families with children, accessibility and inclusion for all, valuable child-friendly experiences. The winning institutions receive Kid Pass’s golden heart, a symbol of their commitment to offering high-quality educational and cultural experiences for the youngest.

The three institutions awarded in 2025 were:

• Museo Nazionale dell’Automobile, Turin;
• La Casa di The Human Safety Net, Venice;
• Museo Nazionale della Scienza e della Tecnologia Leonardo da Vinci, Milan.

Objective 2 — Promote inclusive gatherings with children with disabilities

Avventure tra le Pagine 2025

“Avventure tra le Pagine – Leggiamo al museo” was born in 2019 with a clear vision: to take reading out of libraries and into museums, making books a living, physical, collective experience. Over seven editions the project has built one of Italy’s most extensive cultural networks for promoting reading among children and families.

The 7th edition (2025) saw the most significant growth ever: 64 cultural venues and 14 Pingu’s English schools, for a total of 78 organisations involved, with 119 in-person events and 14 events in schools. No fewer than 24 cultural venues joined for the first time.

Media coverage (selection): ANSA Lifestyle – “Avventure tra le pagine, piccoli lettori in 100 musei”; ANSA Viaggi – “Musei e sedi culturali aprono le porte ai piccoli lettori”; Italia.it – “Avventure tra le pagine – Leggiamo al museo”; Rai Radio 1 – “Formato Famiglia”; TGR Veneto – “Anche in Veneto i bambini possono vivere Avventure tra le Pagine”; TGR Campania – “Leggiamo al museo, iniziativa per coinvolgere famiglie e bambini”. Media partners: TGR and Rai Radio Kids.

Guest talent: the Gruffalo, the famous character created by British author Julia Donaldson and German illustrator Axel Scheffler, also the star of two award-winning films produced by Magic Light Pictures. Young fans could meet him in person at the large free event “La Casa della Lettura” (The House of Reading), organised by Kid Pass at La Casa di The Human Safety Net in Venice, and discover his story through a special animated reading.

Authors and illustrators involved (selection): Chiara Raineri, author and illustrator of children’s books; Susi Danesin, children’s author; Stella Nosella, author and creator of the Libri d’Acqua project; Rosa Tiziana Bruno, children’s author; Vanessa Policicchio Rizzoli, author and illustrator; Giovanni Colaneri, illustrator of children’s books; Chiara Segrè, author of popular science for children; Rosalba Troiano, author of illustrated children’s books; Valeria Pisi, author and illustrator; Silvia D’Achille, writer for children and young adults; Loredana Erbetta, author and trainer in children’s literature; Paola Zoffoli, author of books for children and teenagers; Chiara Di Vivona, illustrator of children’s books. Plus all the authors and illustrators involved independently by partner museums.

Social and newsletter performance

Accessibility and inclusion: the heart of the project

Inclusion is not an accessory of Avventure tra le Pagine: it is an integral part of the project. In 2025 Kid Pass formalised and strengthened its collaborations to ensure accessibility for children with hearing and motor disabilities:

• ENS – Ente Nazionale Sordi (Italian Deaf Association): institutional partner for the accessibility of deaf people;
• ANIOS – Italian national association of LIS interpreters: partner providing Italian Sign Language interpreters;
• Valeria Bottalico: museum accessibility consultant, who supported the coordination of training and design.

Results: 29 inclusive events in total (including the streaming marathon), 18 of them new compared with the 2024 edition.

The 2025 Streaming Reading Marathon

The Streaming Reading Marathon is the digital and inclusive side of Avventure tra le Pagine, allowing families from all over Italy — including those in areas not reached by in-person events — to take part in the celebration of reading.

Libri d’Acqua – 4th edition

“Libri d’Acqua” (Water Books) is a programme of animated readings and workshops for children created by Kid Pass and the author Stella Nosella, hosted every year at Ocean Space (TBA21–Academy) in the historic Church of San Lorenzo in Venice. The project is based on the belief that environmental sustainability — especially that of the oceans — should be communicated to children from early childhood through creative and accessible languages.

Objective 3 — Free, inspiring information for families

A free information ecosystem for families

Kid Pass was built on the premise that families deserve quality, verified and inspiring information without having to pay for it. The third strategic objective responds to this belief through four integrated channels: the website, social media, the digital magazine and the weekly newsletter.

The kidpass.it portal

kidpass.it is the core of the Kid Pass ecosystem. It offers guides to museums for children, events across Italy, weekend ideas, travel itineraries, educational content, parenting tips and all kinds of inspiration. All content is free and accessible without registration.

Top content by organic traffic

The Inclusion column

In 2024 Kid Pass launched a column on the portal entirely devoted to inclusion, edited by the specialist journalist Elena Ferrarese. In 2025 the column published 12 new articles on topics such as accessible beaches, inclusive museums, books about disability, tools for parents of children with special needs and resources for inclusion at school.

Social media

Kid Pass’s social channels — Facebook and Instagram — inform and inspire families with quality editorial content, building communities that amplify the impact beyond followers alone. In 2025 both platforms grew significantly.

Kid Pass Magazine

Kid Pass Magazine is a free quarterly digital magazine for families. In 2025 four quarterly issues were published (nos. 9–12). Distribution is entirely digital and free, in line with Kid Pass’s model of free information.

Family newsletter

Kid Pass’s weekly newsletter is one of the most effective channels for reaching families. With 22,584 subscribers at 31 December 2025 and an average open rate of 14.47%, it is a trusted and authoritative channel.

Objective 4 — A national bridge for edutainment training and school tourism

Kid Pass School: training those who teach

2025 saw the official launch of Kid Pass School, the new business unit dedicated to connecting museums, teachers and schools. Kid Pass positions itself as a “bridge” between museums’ educational offers and teachers across the country, offering free training and networking tools. The aim is twofold: to update teachers on the best edutainment and school-tourism offers available nationally, and to enhance Italy’s cultural heritage as an educational resource, in line with SDG 4 (Quality education).

Free webinars for teachers

The core of Kid Pass School is its free webinars: online meetings in which the education teams of museums and cultural and educational institutions present their teaching offers and programmes by age group directly to teachers. The teachers’ platform Communitì also collaborated in this launch phase of the free webinar programme.

Kid Pass School newsletter

The teachers’ newsletter is a new vertical communication tool, launched in September 2025, which will be progressively strengthened: sent to a closely targeted audience, it immediately recorded very high open rates (62.44% average open rate in 2025).

School workshops to become tomorrow’s innovators

In partnership with La Casa di The Human Safety Net and the exhibition “A World of Potential”, Kid Pass developed three structured learning programmes for students of every school level. The workshops are designed and delivered with attention to the specific needs of each age group and their curricula, and are part of the NextGen Innovators framework: a learning and participation initiative to grow tomorrow’s innovators and impact makers, co-designed with Alessia Berti, Ambassador of World Creative & Innovation Day for Italy and certified FourSight Mindset Creative Problem Solving facilitator. Creative and collaborative techniques, tools and games were used to develop creative thinking — divergent, convergent, emergent — open-mindedness and the skills to become the innovators of tomorrow’s world.

Kid Pass also ran the outreach campaign for the project, reaching every school of every level in Veneto and some neighbouring provinces with more than 5,000 free printed information kits (school year 2025/26). In 2025 the workshops at La Casa di The Human Safety Net involved 573 students, with 102 workshops for schools and families and 21 school complexes.

Objective 5 — Engagement and development of the team

The Kid Pass team: people at the centre

This chapter reports on the composition, well-being and professional development of the Kid Pass team. For Kid Pass, people are not an instrumental resource: they are the creative engine and the source of values behind every initiative.

At 31 December 2025 Kid Pass has 26 team members, with a strong majority of women: 76.9% of the team. This reflects the mission and culture of the organisation, historically led by a woman CEO and built on a majority of women collaborators and employees working in communication, culture and education.

Well-being and team building

Kid Pass recognises organisational well-being as a strategic value. In December 2025 the team took part in an internally designed team-building activity to make shared values explicit and strengthen the sense of belonging.

Professional training

2025 was a year of important transformation for Kid Pass, with the launch of Kid Pass Tourism. To support this development with suitable in-house skills, Kid Pass invested in a structured training programme.

Kid Pass is committed to expanding its training programme in 2026, extending it to more team members and introducing topics such as ESG and impact measurement tools, the Creative Problem Solving methodology and AI applied to project design.

Structural trends

2025 marked a turning point in Kid Pass’s history: for the first time the organisation reported its impact in a structured way, bringing together data, stories and relationships that tell eleven years of work in the field. The results achieved on the five strategic axes — from cultural edutainment to inclusion, from digital communication to school training, from team development to family tourism — confirm the solidity of the model and pave the way for an even more ambitious 2026.

The structural trends of 2025

1. Growing digital reach. The portal reached 670,000 active users, Facebook grew by 22.3% with an organic reach of over 3.2 million people, and the family newsletter has 22,584 subscribers with 106,861 annual opens. Kid Pass has become one of the editorial platforms most followed by Italian families.
2. Deeper inclusive impact. With 43 inclusive events in 2025, inclusion has stopped being an accessory and become a strategic axis. The collaboration with ENS and ANIOS ensures LIS accessibility, while the dedicated column on kidpass.it brings inclusive information to readers and social followers.
3. Expansion towards new audiences. The School and Tourism business units, with their concepts launched in 2025, open Kid Pass to new interlocutors. School has already involved more than 170 teachers through 5 free webinars and 573 students through museum workshops. A strategic opening that multiplies impact beyond the family audience alone.
4. Organisational maturity. With 26 team members (76.9% women), 32 hours of training in 2025 and the transformation into a Benefit Corporation, in 2025 Kid Pass built the organisational foundations to support its growth in the coming years. The first edition of this Impact Report is itself an act of maturity: transparency as a value, not an obligation.

Strategic objectives for 2026

For 2026 Kid Pass has set six strategic objectives, each assigned to one or more operating units with clear projects and measurement KPIs. The table below summarises their structure.

Objective 1 — Encourage the edutainment approach in cultural experiences, nationally and internationally

Operating units: Events, Communication, Corporate. Projects: Kid Pass Days, Tour Iconico.

Kid Pass Days are the beating heart of Kid Pass’s cultural mission. For 2026 the goal is to consolidate and expand the model, bringing the edutainment format to a growing audience, increasing participation and reach and strengthening the synergy with the Tour Iconico.

Joining Hands On! International in 2025 is a concrete lever for this goal: the network gives access to established international practices in museum edutainment, allows comparison with similar organisations in Europe and worldwide, and positions the Kid Pass model as an internationally recognisable case study. In 2026 Kid Pass intends to develop this dimension further, exploring collaborations with European museums and taking an active part in the life of the network. For the first time it intends to hold a Tour Iconico event abroad, in a museum of the Hands On! network.

The “Cuore d’Oro di Kid Pass” award continues in 2026: a symbolic recognition for cultural organisations that stand out for their commitment to welcoming families with children, encouraging high-quality educational and cultural experiences for the youngest.

Objective 2 — Promote inclusive gatherings with children with disabilities

Operating units: Events, Communication. Projects: Avventure tra le Pagine, Libri d’Acqua, Newsletter.

Inclusion is an essential strategic axis for Kid Pass. Avventure tra le Pagine and Libri d’Acqua are two formats that combine reading, culture and accessibility for children of different abilities. In 2026 the aim is to scale these formats, bringing in new organisations and measuring impact more precisely.

Objective 3 — Free, inspiring information for families

Operating unit: Communication. Projects: Portal, Social media, Magazine, Newsletter.

The kidpass.it portal, social channels, the magazine and the newsletter are the nervous system of Kid Pass’s communication with Italian families. In 2026 the aim is to strengthen the quality and reach of this ecosystem, also measuring the institutional recognition of the brand.

Objective 4 — Edutainment training and school tourism

Operating unit: School. Projects: Webinars, Website, Newsletter.

The School business unit, launched in 2025, grows in 2026 with a structured programme of webinars, institutional collaborations and an edutainment school-tourism offer in partnership with leading museums and institutions across Italy.

Objective 5 — Engagement and development of the team

Operating unit: People & Culture. Projects: Team building, Training.

People are Kid Pass’s most valuable resource. In 2026 the company consolidates its commitment to a motivated, trained and diverse team, with team-building initiatives and professional development paths.

Objective 6 — Educate and enhance the family tourism sector

Operating unit: Tourism. Projects: Portal, Social media, Sector initiatives.

Kid Pass aims to become a national reference point for experiential family tourism. The Tourism business unit seeks to build bridges with operators, institutions and destinations that share the value of quality experiences for children and families.

Measurement and governance plan for the 2026 Report

To ensure the quality and comparability of the next reporting cycle, Kid Pass commits to:

With six strategic objectives, six operating units and a structured KPI system, Kid Pass enters 2026 with the determination of those who know where they come from and where they want to go: to build an Italy richer in authentic experiences for children and families, able to turn culture into access, participation and well-being for the new generations.

Annexes

Annex A – GRI Content Index

Approach: “with reference to the GRI Standards” (GRI-referenced). Year: 2025. First edition of the Kid Pass Impact Report.

Annex B – 2025 press review (selection)

Selection of the main press mentions for Kid Pass Days (40 in total) and Avventure tra le Pagine (56 in total). Article titles are in the original Italian.

Kid Pass Days

Avventure tra le Pagine 2025

Annex C – Methodological notes and limitations

Reporting boundary

• Period: 1 January – 31 December 2025.
• Organisational boundary: all activities of Kid Pass srl and related projects.
• First edition of the Kid Pass Impact Report.
• GRI approach: “with reference to the GRI Standards” (GRI-referenced).
• Planned frequency: annual.

Data sources

Limitations and omissions

• Participants in in-person events: the number of visitors to Kid Pass Days and Avventure tra le Pagine is not systematically collected by all partner museums.
• Comparison over time: first edition, comparable historical data are not available for all indicators.
• Facebook engagement rate: influenced by post sponsorships; comparisons with Instagram should be put in context.
• GRI 401-2 (employee benefits): data not available in structured form for this edition.
• Quantification of indirect economic impact: not yet quantified; Kid Pass will develop estimation methods for 2026.
• External assurance: not planned for 2025; option under evaluation for the 2026 cycle.

Reporting quality principles (GRI 1)

Annex D – Kid Pass Days 2025 museums

Museums and cultural sites that took part in the 2025 edition of Kid Pass Days (103 organisations):

Accademia Carrara (Bergamo) · Acquario di Genova (Genoa) · Archivio di Stato di Caserta (Caserta) · Area Archeologica di Roselle (Grosseto) · Area Archeologica di Vetulonia (Grosseto) · BIMB!NBICI · Brescia Musei – Museo di Santa Giulia (Brescia) · BrizzoLArt · Candiani (Venice) · Casa Cavassa Musa Kids (Cuneo) · Casa Colombo (Genoa) · Casa di Ortega (Florence) · Casa Monti (Mantua) · Casa Museo Bruschi – Intesa Sanpaolo (Pistoia) · Castello d’Albertis – Musei di Genova (Genoa) · Castello del Buonconsiglio (Trento) · Centro Multimediale Dantesco (Florence) · Chini Museo (Florence) · Città del Sole · Città della Scienza (Naples) · Civico Museo Setificio Monti (Como) · Collezione Salce (Treviso) · Complesso di San Colombano – Genus Bononiae (Bologna) · Complesso di Santa Maria della Vita – Genus Bononiae (Bologna) · Delizia Estense del Verginese (Ferrara) · Dinosauri in Carne e Ossa · Ecomuseo Regionale delle Miniere e della Val Germanasca (Turin) · Explora (Rome) · Explora, Kid Pass event (Rome) · Fondazione Arena (Verona) · Fondazione Carditello – Real Sito Reggia (Caserta) · Galleria d’Arte Moderna “Empedocle Restivo” (Palermo) · Gallerie d’Italia – Milan · Gallerie d’Italia – Naples · Gallerie d’Italia – Turin · Gallerie d’Italia – Vicenza · J Museum (Venice) · La Casa di The Human Safety Net – Procuratie Vecchie (Venice) · La città dei bambini e dei ragazzi (Trieste) · Le Stanze del Vetro (Venice) · Leonardo3 (Milan) · Lucca Bimbi (Lucca) · M9 (Mestre – Venice) · MAO – Museo d’Arte Orientale (Turin) · MART (Rovereto – Trento) · MAUTO (Turin) · MAV – Museo dell’Artigianato Valdostano (Aosta) · MEI – Museo Nazionale dell’Emigrazione Italiana (Genoa) · METS – Museo Etnografico Trentino San Michele (Trento) · MUSE (Trento) · Musei Nazionali di Genova – Palazzo Reale (Genoa) · Musei Nazionali di Genova – Palazzo Spinola (Genoa) · Museo Archeologico Comprensoriale di Dicomano (Florence) · Museo Archeologico di Altino (Venice) · Museo Archeologico Nazionale (Naples) · Museo Archeologico Nazionale di Chiavari (Genoa) · Museo Archeologico Nazionale di Cosa (Grosseto) · Museo Archeologico T. Aldini Forlimpopoli (Forlì-Cesena) · Museo Canova (Treviso) · Museo Casa Rossa Ximenes (Pisa) · Museo Civico Archeologico Lavinium (Rome) · Museo Civico Casa Cavassa (Cuneo) · Museo Civico della Paglia (Lucca) · Museo d’Arte Orientale Edoardo Chiossone (Genoa) · Museo dei Ferri Taglienti di Scarperia (Florence) · Museo del Cinema (Turin) · Museo del Paesaggio (Verbania) · Museo del Paesaggio – Rocca di Riolo (Ravenna) · Museo del Tesoro del Duomo e Archivio Capitolare (Milan) · Museo dell’Agricoltura e del Mondo Rurale (Turin) · Museo della Canapa (Lucca) · Museo della Reggia di Caserta (Caserta) · Museo della Vite e del Vino (Trento) · Museo delle Palafitte di Fiavé (Trento) · Museo di Arte Sacra e Religiosità Popolare Beato Angelico (Florence) · Museo di Palazzo Grimani (Venice) · Museo di Scienze Planetarie (Genoa) · Museo Diocesano San Sebastiano (Gubbio – Perugia) · Museo Geologico delle Dolomiti (Trento) · Museo Nazionale Scienza e Tecnologia Leonardo da Vinci (Milan) · Museo Pietra Viva (Florence) · Museo Popoli e Culture del PIME (Milan) · Museo Retico (Bolzano) · MUSLI (Turin) · MUSMA – Museo della Scultura Contemporanea Matera (Matera) · MUSME (Bari) · MUVE – Museo Correr (Venice) · MuVet – Museo Civico Archeologico “Isidoro Falchi” (Pisa) · Palazzo Branciforte (Palermo) · Palazzo dei Musei – Pinacoteca di Varallo e Museo Calderini (Vercelli) · Palazzo Fava – Genus Bononiae (Bologna) · Parco Archeologico Carmignano (Prato) · Parco Giardino Sigurtà (Verona) · Peggy Guggenheim Collection (Venice) · PIME (Milan) · Pinacoteca Albertina (Turin) · Pingu’s English (Rome) · Rossini Art Site (Pesaro) · SpaziØrsoEdu (Aosta) · Veneranda Fabbrica del Duomo di Milano (Milan) · Villa Lattes (Genoa) · Villa Romana di Orfeo (Lucca) · Villa Zito (Palermo).

Annex E – New Kid Pass Days 2025 museums

Museums and cultural sites that joined Kid Pass Days for the first time in 2025: Archivio di Stato di Caserta · BrizzoLArt, Scarperia e San Piero (FI) · Casa Cavassa Musa Kids, Saluzzo · Fondazione Arena di Verona · J Museum, Jesolo (VE) · Museo Archeologico Nazionale di Cosa – Parchi Archeologici della Maremma (GR) · Museo Civico Casa Cavassa, Saluzzo (CN) · Museo Civico della Paglia, Signa (FI) · Museo dell’Agricoltura e del Mondo Rurale, San Martino in Rio (RE) · Parco Giardino Sigurtà, Valeggio sul Mincio (VR) · SpaziØrsoEdu, Aosta.

Annex F – Avventure tra le Pagine 2025 museums

Museums and cultural sites that took part in the 2025 edition of Avventure tra le Pagine (61 organisations):

Anfiteatro Romano di Avella (AV) · Art Forum Würth Capena (RM) · Biblioteca Ragazzi di Malesco (VB) · Candiani (VE) · Castel Beseno (TN) · Castel Stenico (TN) · Castel Thun (TN) · Città della Scienza (NA) · Ecomuseo della pietra ollare e degli scalpellini (VB) · Ecomuseo Regionale delle Miniere e della Val Germanasca (TO) · Explora – Museo dei Bambini di Roma (RM) · Fondazione Aida (VR) · Immaginante (RA) · MAAM – Museo Archeologico e d’Arte della Maremma (GR) · MACI Villa Faravelli (IM) · MAO – Museo d’Arte Orientale Torino (TO) · METS (TN) · Mini MUPA (PA) · Minimù – Museo del Microscopio (NO) · Mu.Me. Museo Archeologico Mergozzo (VB) · Musei Civici “Gian Giacomo Galletti” – Domodossola (VB) · Musei Civici Velletri (RM) · Musei di Strada Nuova – Palazzo Rosso (GE) · Museo “Casa del profumo Feminis-Farina” (VB) · Museo Archeologico Nazionale Concordiese (VE) · Museo Civico per la Preistoria del Monte Cetona (SI) · Museo del Ciclo e del Ciclomotore (BL) · Museo del Clown Villa Grock (IM) · Museo del Paesaggio (VB) · Museo del Sodalizio dei Facchini di Santa Rosa (VT) · Museo delle Marionette di Campomorone (GE) · Museo delle Palafitte del Lago di Ledro (TN) · Museo d’Archeologia Ligure di Pegli (GE) · Museo di Certosa di Genova (GE) · Museo GranUM – Museo del Granito Rosa di Baveno (VB) · Museo MIA immersivo ed Archeologico (MS) · Museo Navale e Planetario di Imperia (IM) · Museo Nazionale di Archeologia del Mare (VE) · Museo Nazionale Etrusco di Villa Giulia (RM) · Museo Nazionale Scienza e Tecnologia Leonardo da Vinci (MI) · Museo Romagna (FC) · MUSLI Torino (TO) · MUSMA – Museo della Scultura Contemporanea Matera (MT) · MUSME – Museo di Storia della Medicina in Padova (PD) · MUVE – Museo di Palazzo Mocenigo (VE) · MuVet – Museo Civico Archeologico “Isidoro Falchi” (GR) · Ocean Space (VE) · Palazzo dei Musei – Pinacoteca di Varallo e Museo Calderini (VC) · Palazzo Fava – Genus Bononiae (BO) · Palazzo Maffei (VR) · Palafitte Museo (TO) · Parchi Archeologici di Paestum e Velia (SA) · Parco Archeologico Carmignano (PO) · Peggy Guggenheim Collection (VE) · Pinacoteca Albertina (TO) · Pingu’s English (various locations) · Pinocchio Experience (PT) · Progetto Cultura per Crescere (GO/UD) · Rocca Estense di San Martino in Rio (RE) · Veneranda Fabbrica del Duomo di Milano (MI) · Villa Lattes (TV).

Annex G – New Avventure tra le Pagine 2025 museums

Museums and cultural sites that joined Avventure tra le Pagine for the first time in 2025: Museo Archeologico Nazionale di Paestum, Salerno · Museo MIA Immersivo ed Archeologico, Avellino · Museo del Sodalizio dei Facchini di Santa Rosa, Viterbo · Museo Nazionale Etrusco Rocca Albornoz, Viterbo · Museo Archeologico Nazionale di Chiavari · Museo delle Marionette di Campomorone, Genoa · Museo di Archeologia Ligure di Pegli, Genoa · Museo di Certosa, Genoa · La Castiglia Musa Kids, Saluzzo (CN) · Musei Civici “Gian Giacomo Galletti”, Domodossola (VB) · Museo Casa del Profumo Feminis-Farina, Santa Maria Maggiore (VB) · Biblioteca G. Pollini di Malesco c/o Ex Ospedale Trabucchi (VB) · Museo Rodari, Omegna (VB) · Museo GranUM – Museo del Granito Rosa di Baveno (VB) · Mu.Me. Museo Archeologico Mergozzo (VB) · Munlab Ecomuseo dell’Argilla, Cambiano (TO) · Pinocchio Experience, Florence · BrizzoLArt, Scarperia e San Piero (FI) · Museo delle Palafitte del Lago di Ledro (TN) · Museo delle Palafitte di Fiavé (TN) · Minimù associazione Punti di Vista, Cagliari · Museo Civico di Bari · Museo Archeologico Nazionale e Castello di Gioia del Colle (Bari) · Museo del Cidolo e del Legname, Perarolo di Cadore (BL).

The Kid Pass ecosystem connects culture, play, discovery and relationships.

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