#Germany #Nuremberg #Spielwarenmesse #ToyIndustry

Spielwarenmesse 2026: A Celebration of 75 Years in the Toy Industry

The annual celebration of the toy industry, the Spielwarenmesse, is set to take place from January 27 to 31, 2026, in Nuremberg, Germany. Marking its 75th anniversary, this prestigious event will gather industry professionals, media, and exhibitors from around the world.

A Journey Through Time

Since its inception in 1949, the Spielwarenmesse has evolved into a vital hub for innovation and exchange within the global toy market. This year's theme, "The Spirit of Play," encapsulates the jubilant essence of the event, which has grown into a must-attend gathering for all sectors of the toy industry. Christian Ulrich, member of the Executive Board at Spielwarenmesse eG, highlights the importance of this anniversary, stating, "The Spielwarenmesse reflects the global market more than ever, showcasing specialization and a vibrant international network fueled by year-round exchanges."

Visitors can look forward to the "Walk of Play," located at the entrance Mitte, which will present significant milestones in the fair's history. The event will feature 2,313 exhibitors from 68 countries, including 488 new businesses seeking to establish connections and explore opportunities in the toy world.

Celebrating Diversity and Innovation

Spanning 18 exhibition halls and covering 13 product groups, this year's fair promises an extensive range of toys. In celebration of the 75th anniversary, attendees can participate in over 30 interactive activities and performances designed to create an engaging atmosphere. The highlights include selfie spots, participatory animations, and live musical performances.

To guide business strategies for the upcoming year, the Spielwarenmesse will spotlight two essential ToyTrends: "AI Loves (to) Play," which emphasizes toys integrating artificial intelligence, and "Creative Mindfulness," celebrating creativity and craftsmanship from conception to final product.

The Toys for Kidults area invites professionals to test products aimed at older consumers, depicting a significant market potential. According to Circana, U.S. consumers aged 12 and over spent $13.4 billion on toys between October 2024 and September 2025, marking a 12% increase. In Europe, this figure increased by 14%, reaching €5.7 billion.

Visitors will also encounter the Startup Area, where 44 businesses from 16 countries showcase innovative ideas, reinforcing the creativity fueling the industry.

Knowledge Exchange in Focus

Far beyond just a showcase, the Spielwarenmesse serves as a knowledge-sharing platform where industry participants can share insights and expertise. The Toy Business Forum in hall 3A will host conferences focused on trends in toy retail, digitalization, AI, sustainability, and the growing Kidult segment. Attendees can engage in informal discussions during lunch breaks, enhanced by music and food trucks to promote networking in a friendly atmosphere. The Value of Play Conference will take place for the first time, exploring the multifaceted value of play from 8:30 to 10:30 am.

In addition, the Model Car Hall of Fame ceremony will honor pioneers in the model making industry, presented by hobbyDB, the largest global Diecast community. Further, the LicenseLounge will delve into the licensing market's critical role in driving growth, featuring LicenseTalks for essential market insights.

Networking and Celebration

Networking lies at the heart of the Spielwarenmesse, with various formats designed to facilitate exchanges in a relaxed atmosphere. New for this year is the Let's Connect! – Toy Community Meetup, held daily from noon to 4 pm for discussions on current themes.

As the first day winds down, the ToyNight event invites all exhibitors to celebrate the beginning of the fair under the theme "Welcome to the Future." Following this, the RedNight on Thursday evening will create a vibrant gathering across exhibition stands.

The enchanting ToyCity Nuremberg will further enhance the celebratory spirit with illuminations that highlight the festive atmosphere of the city.

With the 75th Spielwarenmesse serving as the central meeting place for the toy industry, professionals from around the globe will converge in Nuremberg, exploring trends, seizing business opportunities, and celebrating the relentless spirit of play for years to come. Christian Ulrich concludes, "We look forward to celebrating this milestone with all participants and look ahead with optimism."