Spielwarenmesse: Celebrating 75 Years of Innovation and Global Leadership in the Toy Industry

Spielwarenmesse: A Milestone Event in the Toy Industry

From January 27 to 31, 2026, the toy industry witnessed a remarkable celebration at the 75th Spielwarenmesse held in Nuremberg, Germany. This grand event marked a significant milestone, leaving a lasting impression on industry stakeholders and enthusiasts alike. The winter edition of the fair was vibrant, bringing together 2,313 exhibitors from 68 nations, presenting a diverse range of products.

This year's Spielwarenmesse was characterized by a remarkable attendance of approximately 58,900 visitors from 121 countries, marking a 2.5% increase compared to the previous year. The event not only highlighted booming trends such as the rising interest in 'kidults'—adults engaged in playful activities—but also showcased pioneering innovations that set new benchmarks in the toy industry. The exhilarating atmosphere was palpable, indicating a thriving sector despite the challenging geopolitical landscape.

Among the participating companies, Mattel launched several global products, while the Simba Dickie Group garnered attention for its quality audience. Florian Sieber, a representative from the latter, expressed the significance of this fair, emphasizing that there is no other event globally that holds the same relevance for them.

Notably, the presence of visitors from Asia saw a considerable increase, attributed mainly to the notable attendance from China and Hong Kong, as the event was not held during the Chinese New Year. Countries such as Mexico and Turkey also demonstrated growth, along with improved visitor statistics from traditional European strongholds like the United Kingdom and France. German visitor numbers remained stable, reinforcing the country's continued interest in this vibrant industry.

The event was not just a platform for product exhibitions; it was also a focal point for knowledge sharing and networking. Significant insights were shared during the Toy Business Forum, which focused on crucial industry trends. The inaugural Value of Play Conference offered high-quality content and real-world data that enhanced the interactions at the fair.

Highlighting the interconnectedness within the industry, various themed initiatives like the ToyTrends—