The 75th Spielwarenmesse: A Celebration of Innovation in the Toy Industry

Celebrating 75 Years of Spielwarenmesse

The 75th edition of Spielwarenmesse, held from January 27 to 31 in Nuremberg, has firmly established its significance within the global toy industry. This year’s event was marked by a vibrant atmosphere, numerous anniversary activities, and an impressive array of innovative products presented by 2,313 exhibitors from 68 countries. The participation of approximately 58,900 visitors (+2.5%) from 121 nations underlines the fair’s robust appeal.

Despite the challenging geopolitical backdrop, the mood within the industry remained optimistic. A remarkable 93% of exhibitors expressed satisfaction with their participation—up 3% from the previous year. Companies like Mattel unveiled several global launches at their stands, while the Simba Dickie Group highlighted the quality of the professional audience. Florian Sieber noted, "No other fair holds such importance for us internationally."

Attendees from the United States continued to rank among the top visiting countries, with significant growth observed from Asian nations, particularly China and Hong Kong, as their schedules did not conflict with Chinese New Year celebrations. Additionally, Mexico and Turkey also showed increased attendance. Visitor numbers from crucial European markets, such as the UK and France, also saw a rise, while the influx from Germany maintained previous levels, further establishing the fair's role as a central networking hub.

Prominent trends were highlighted during the show, notably through the ToyTrends themes: "AI Loves (to) Play" and "Creative Mindfulness". A lively presentation of products was showcased, including a dedicated segment for Kidults, catering to the growing demographic of adult toy enthusiasts. Company iDventure capitalized on this trend by winning one of the six coveted ToyAwards, with Christoph Kossendey stating the victory generated a “positive stress” and heightened focus at their booth.

Leonard Mieg of Tipp-Kick, one of the long-time exhibitors, reported an increase in traffic from specialized retailers in the DACH region (Germany, Austria, and Switzerland). Kathy Trivsonno from the American Specialty Toy Retailing Association (ASTRA) emphasized the fair's unparalleled importance for anyone involved in the toy sector, describing it as a vibrant event with diverse product offerings.

The Spielwarenmesse also showcased the evident success and relevance within the licensing business sector. This trend was prominently visible not just in the exhibition spaces, but also in dedicated areas like the LicenseLounge. Petra Strobl from Licensing International Germany noted, “This event is pivotal for the licensing community.” Valuable insights on the toy business were exchanged, particularly during the Toy Business Forum and the Value of Play Conference, which brought rich content that enhanced discussions on the fairground.

The first-ever Game Inventors Convention drew interest and participation from international game-related organizations. Mary Couzin of the Chicago Toy and Game Group acknowledged the event's collective atmosphere, which fostered extraordinary exchange amongst attendees.

Networking opportunities flourished throughout the event, with Lucca Liv of Unique Baby affirming, “Spielwarenmesse is the best opportunity for networking in the toy sector.” Exclusive events like ToyNight, themed “Welcome to the Future,” and the RedNight celebration further contributed to the festive ambiance, making it a crucial time for meeting clients and potential partners.

Illuminations from Kaiserburg and Frauentorturm added to the celebratory mood in Nuremberg, where many participants experienced snow for the first time. Reflecting on the exhibitors' high satisfaction rates, it was noted that 90% of companies plan to return in 2027, set for February 2-6. As Christian Ulrich, spokesperson for Spielwarenmesse eG, concluded, the fair has reaffirmed its position as a global leader and a vital meeting point for trade, industry, and media, blending inspiration, innovation, and top-tier networking.

Conclusion

The Spielwarenmesse continues to evolve and expand, impressing attendees with its dedication to innovation and the community it fosters in the toy industry. As one of the premier B2B events, it proves invaluable for professionals seeking insights and connections in the ever-changing world of toys.