#Germany #Toy Industry #Nuremberg #Spielwarenmesse

A Milestone for the Toy Industry: Spielwarenmesse's 75th Edition

The 75th edition of Spielwarenmesse, held from January 27 to 31 in Nuremberg, Germany, proved to be a landmark event in the toy industry, leaving a lasting impression on attendees with its festive atmosphere and plethora of anniversary celebrations. The winter gathering, unlike any seen in years, attracted a record number of participants, showcasing a dynamic range of products that included the rapidly growing category of 'kidults'—adult enthusiasts of toys.

With over 2,313 exhibitors from 68 countries, the event was a grand celebration of innovation and creativity, drawing approximately 58,900 visitors from 121 countries, marking a 2.5% increase in attendance compared to previous years. This impressive turnout highlights not only the show's prominence but also the industry's optimistic outlook amidst current geopolitical tensions. Remarkably, 93% of exhibitors reported satisfaction with their participation—an increase from the previous year.

Major brands like Mattel debuted several global launches, while others, such as Simba Dickie Group, expressed appreciation for the quality of the professional audience attending the fair. Florian Sieber, representing Simba Dickie, emphasized, “There’s no other international event of this significance for us.” The presence of attendees from major markets, especially the U.S., remains strong, and there has been notable growth from regions such as Asia, particularly China and Hong Kong, bolstered by the timing of the Chinese New Year this year.

European markets, including the UK and France, saw heightened interest, reflecting a steady recovery, while attendance from Germany remained consistent following last year's increase. The media's spotlight on the event was significant, as Roger Kettler from Carrera Revell Europe noted the extensive coverage by TV crews, national press, and influential content creators.

Two key trends, 'AI Loves (to) Play' and 'Creative Mindfulness', emerged prominently at the fair, inspiring numerous innovative product displays. The adult community's growing affinity for gaming was highlighted through the success of companies like iDventure, which won one of the coveted ToyAwards. Christoph Kossendey remarked on how this recognition heightened interest at their booth, fostering a productive exchange with attendees.

The event also showcased the significance of the licensing sector, evidenced by lively discussions at the LicenseLounge, emphasizing its role as a hub for licensing professionals. Petra Strobl from Licensing International Germany noted the rise of this section, attracting significant attention.

Additionally, the Toy Business Forum and the Value of Play Conference provided valuable insights and education on emerging industry trends, facilitating rich discussions among participants. Mary Couzin of the Chicago Toy and Game Group praised the vibrant atmosphere that fostered meaningful exchanges in the gaming community.

Networking opportunities abounded, with various evening events like ToyNight and RedNight, which allowed exhibitors to connect with potential clients and partners while enjoying a festive ambiance. René Bleckmann of Party Factory highlighted the importance of these informal gatherings for relationship building.

The fair's overall satisfaction level is reflected in the plans of 90% of exhibitors to return for the next edition scheduled from February 2 to 6, 2027. Christian Ulrich, spokesperson for the executive committee of Spielwarenmesse eG, concluded, “The Spielwarenmesse once again confirmed its position as a global leader and as the essential meeting point for commerce, industry, and media, where inspiration, innovation, and high-level networking come together.”

In essence, the Spielwarenmesse serves as a critical platform for the toy industry, providing not just product showcases but also ongoing insights and knowledge vital for companies navigating their futures in this vibrant sector.