#Germany #Nuremberg #Spielwarenmesse #ToyIndustry #Nuremberg2025

The Spielwarenmesse 2025: A Celebration of the Toy Industry

From January 28 to February 1, 2025, the Spielwarenmesse took place in Nuremberg, Germany, for the 74th time, continuing its legacy as the leading global event for the toy industry. Attracting a remarkable participation of 2,362 exhibitors from 71 countries, the fair showcased the latest trends and innovations in a newly expanded exhibition space. With approximately 57,500 visitors hailing from 126 nations, this year’s event saw a notable increase in both the quality and diversity of attendees, much to the satisfaction of exhibitors and industry professionals alike.

Exciting Developments and Increased Participation

The Spielwarenmesse has always been a hub for networking and inspiration within the toy sector. This year was no exception. The event featured a redesigned hall structure that facilitated easier navigation through the wide array of products on display. Visitors were able to explore new offerings across various categories, further enhancing their experience. Daniel Levy, CEO of Buki France, emphasized the event's importance, stating that attendance is crucial for professionals in the toy industry. In fact, a staggering 97% of exhibitors echoed this sentiment, underscoring that the Spielwarenmesse remains indispensable.

Alison Coates from Just Play noted the lively atmosphere of the exhibition, remarking that their stand was busy every day. Concurrently, Sutepan Ganendiran, MD of Compactoys, highlighted the presence of key decision-makers, indicating that the visiting base included those genuinely interested in products. Notably, an uptick in visitor numbers was observed from major European markets, and the United States and China ranked among the top 10 countries represented at the fair.

An International Platform for Toy Creators

The evolving global significance of the Spielwarenmesse was evident from the engagement of prominent U.S. retailers such as Target and Walmart, who participated in meaningful discussions during the event. This growing relevance was recognized by various industry leaders, including Thomas Eichhorn from MGA Zapf Creation, who expressed that the fair provides invaluable opportunities for dialogue with U.S. partners.

Bhavesh Somaya from Hasbro and Sebastian Trischler from Mattel also noted that the exhibition serves as a pivotal kickoff for introducing substantial new product developments in the market.

Service Quality and Networking

Feedback from exhibitors indicated a marked improvement in various aspects of the event, including service and networking opportunities. Christian Ulrich, spokesperson for Spielwarenmesse eG, highlighted that the addition of Hall 3C, focusing on Baby and Lifestyle products, improved the overall flow and synergy of the fair. The new design of the Toy Business Forum, featuring engaging presentations such as CEO fireside chats and the ToyPitch for product showcases, received commendations for fostering dynamic interactions.

Further enhancing the excitement, the ToyAward was presented live, celebrating outstanding innovations in six categories. Yusuf Beyaz from Swiss startup Qubs expressed pride in winning that prestigious recognition, as it elevated his brand’s visibility on an international platform.

Notably, attendees were treated to various engaging activities including stunt shows for the 'Sport, Leisure, Outdoor' special feature and exciting product showcases aimed at adult toy enthusiasts in the 'Toys for Kidults' section. Evgeni Melan, COO of Augmented Robotics, found particular interest in the showcased trends, namely 'Anime Friends' and 'Healthy Heroes'.

A Tradition of Community and Networking

The Spielwarenmesse not only serves as a trade fair but also embodies a spirit of community among participants. Many attendees remarked on the friendly, familial atmosphere that prevailed despite the magnitude of the event. Kovit Chomphunuchyanyong from Plan Toys reflected on the gathering feeling reminiscent of friend reunions each year, while Kheir Houeiss from Invictus 1928 noted the event's positive and vibrant energy.

An impressive 96% of participants endorsed the fair to their peers, hinting at the strength of networking opportunities available. The RedNight event transformed exhibitor stands into lively party spaces, while other dedicated networking areas provided venues for reconnecting with industry contacts and exchanging ideas.

As the Spielwarenmesse gears up for its 75th anniversary edition, scheduled for January 27 to 31, 2026, the anticipation for what lies ahead is palpable within the global toy community. It promises not merely to be a showcase of products but a comprehensive engagement of ideas, trends, and innovations that continue to shape the future of the toy industry.