Spielwarenmesse 2025: Energizing the Toy Industry in Nuremberg

The Spielwarenmesse, renowned as the global hub for the toy industry, took place in Nuremberg from January 28 to February 1, 2025. This year's event marked the 74th installment, attracting 2,362 exhibitors from 71 countries and about 57,500 visitors from 126 nations. The fair successfully matched last year’s impressive attendance, highlighting its critical role in the toy market.

A Hub of Innovations and Trends

Over the years, Spielwarenmesse has developed into a powerhouse for showcasing innovative toy products, and 2025 was no exception. The exhibition featured a significantly enlarged space, allowing exhibitors to present their latest trends and innovations effectively. Industry representatives noted a remarkable quality of visitors, with many key decision-makers seeking valuable connections and partnerships. Daniel Levy, the CEO of Buki France, emphasized the importance of the fair, stating, "Every year, we are delighted to take part in the Spielwarenmesse, which is the must-attend event for toy industry professionals." In total, 97% of exhibitors agreed on the critical nature of participating in this leading event.

Networking and New Formats

The Spielwarenmesse is not just about showcasing products; it's also a vital networking platform. The introduction of new hall structures and event formats proved to be extremely popular. Exhibitors enjoyed new opportunities for engagement that facilitated essential discussions and collaborations. The Toy Business Forum featured modern design and innovative presentations, including engaging fireside chats with executives and brief pitches from startups, creating an exciting atmosphere for networking.

Moreover, the addition of Hall 3C, dedicated to Baby and Infant Articles and Lifestyle Products, optimized navigability around the fair and fostered efficiencies in product discovery. Christian Vollmer from Fehn Germany reiterated the value of these changes, stating, "We love the new hall and the stand we have there – it was a real benefit to us."

Prestigious Awards and Recognitions

A highlight of the event was the annual ToyAward ceremony, which recognized six outstanding innovations in the toy sector. This prestigious industry award offers immense visibility for smaller companies. Yusuf Beyaz, CEO of Swiss startup Qubs, expressed his excitement about winning, commenting, "Winning was a tremendous honour, putting us as a small toy business on the radar with international trade."

Additionally, various thematic special events, including 'Sport, Leisure, Outdoor' showcases and 'Toys for Kidults', captivated attendees and introduced new product lines targeting diverse audiences. Evgeni Melan, COO of Augmented Robotics, noted the excitement around these presentations, especially with the new ToyTrends showcased at the fair.

Enhanced Visitor Experience

The overall experience for visitors has steadily improved, with a significant rise in the quality of both exhibitors and attendees. Professionals from international markets, including key players from the USA and China, attended and found immense value in the connections formed. Major retailers like Target and Walmart participated, highlighting the fair's growing international significance. Bhavesh Somaya from Hasbro remarked, "Spielwarenmesse is always an exciting start to the event calendar for our team."

Positive Atmosphere and Community Feel

Despite its size, the fair has maintained a family-like atmosphere. Many participants expressed that the Spielwarenmesse feels like a yearly gathering of friends rather than just a commercial event. Kovit Chomphunuchyanyong from Plan Toys perfectly encapsulated this sentiment: "It feels like a sort of friendship gathering every year. Its positive and happy atmosphere makes it an event to visit every year."

With 96% of participants recommending Spielwarenmesse to others, the anticipation for the next event is already palpable. The 75th edition of this renowned fair will take place from January 27 to January 31, 2026, promising even more innovations, networking opportunities, and a continuing legacy as the premier B2B event in the toy industry. As the global toy community looks ahead, the Spielwarenmesse remains the benchmark for creativity, collaboration, and celebration in the toy market.