Celebrating 75 Years: Spielwarenmesse's Role as an Industry Beacon

Spielwarenmesse: A Celebration of 75 Years

The 75th edition of Spielwarenmesse, held in Nuremberg from January 27 to 31, 2026, stands as a remarkable milestone for the global toy industry. This year's event, characterized by a unique wintry atmosphere and a series of anniversary celebrations, attracted 2,313 exhibitors from 68 countries, showcasing a diverse array of products. Notably, the event saw participation from around 58,900 trade visitors from 121 nations, an increase of 2.5% from the previous year, eager to explore emerging trends and network within the industry.

Despite various geopolitical challenges influencing international markets, the mood among industry professionals remained positive. A staggering 93% of exhibitors reported their participation as successful, a testament to the fair's relevance and appeal. Major industry players, such as Mattel, launched pivotal products, while the Simba Dickie Group highlighted the exceptional quality of visitors this year. The diverse representation from countries like the USA, mainland China, and Hong Kong—thanks largely to an unconflicted Chinese New Year—further illustrated the event's international significance. Growth was additionally noted from regions like Mexico, Turkey, the UK, and France, with Germany holding strong attendance figures from the previous year.

The celebratory spirit and global camaraderie were palpable, reflected in vibrant media coverage and engagement at the event. Roger Kettler from Carrera Revell Europe expressed delight in the extensive media interest generated, involving national press and content creators keen to capture the essence of the fair.

Groundbreaking Trends and Innovations

This year's Spielwarenmesse introduced two thought-provoking ToyTrends, namely “AI Loves (to) Play” and “Creative Mindfulness,” showcasing how contemporary themes are enriching the toy landscape. The “Toys for Kidults” segment also gained unprecedented traction, with iDventure gaining recognition by winning one of the six coveted ToyAward prizes. Christoph Kossendey remarked that the award recognition resulted in heightened interest at their booth, bringing positive attention to their offerings.

Veteran exhibitors, like Leonard Mieg from Tipp-Kick, noted an uptick in specialist retailers hailing from the DACH region, reaffirming the event's status as a crucial destination for toy businesses. Kathy Trivsonno from the USA's trade association Astra reinforced this sentiment, articulating that Spielwarenmesse is an essential event, renowned for its high-energy environment and diverse product showcase.

In addition to product displays, the fair emphasized the ongoing significance and success of the licensing business. The exhibition areas, including the License Lounge, acted as a pivotal hub for licensing professionals, with Petra Strobl of Licensing International Germany underscoring the increasing importance of these spaces within the fair.

Networking Opportunities and Community Engagement

The Toy Business Forum provided a forum for the exchange of valuable insights, with the inaugural Value of Play Conference receiving high praise for its curated content and practical application to market conversations. The Game Inventors Convention gained momentum this year, with international game organizations participating for the first time, fostering a dynamic atmosphere for collaboration within the gaming community.

Moreover, the networking aspect was enhanced through exclusive events such as ToyNight and RedNight, designed to unite exhibitors while facilitating organic conversations and connections. René Bleckmann from Party Factory emphasized the importance of such events in fostering relationships and celebrating the spirit of cooperation among attendees. The enchanting illuminations of Nuremberg’s historical landmarks contributed to the festive atmosphere experienced by attendees, further enriching their overall visit.

Director Christian Ulrich, spokesperson for Spielwarenmesse eG, remarks on the high-level exhibitor satisfaction, indicating that 90% of participating companies intend to return for the next event scheduled from February 2 to 6, 2027. This enthusiasm solidifies Spielwarenmesse’s established role as a premier gathering space where inspiration, innovation, and networking converge at unparalleled levels.

As a B2B event, Spielwarenmesse continues to elevate its position within the global market, presenting pivotal innovations and trends while serving as a reservoir of inspiration and guidance for the industry. The event's year-long commitment to providing insights and coverage through the Spielwarenmesse Digital platform and the 'Spirit of Play' e-journal exemplifies its dedication to enriching the toy sector. The name Spielwarenmesse® has been a protected trademark in Germany since 2013, underscoring its significance in the industry landscape.