From Nuremberg to the world: Spielwarenmesse generates high spirits in the market
The Spielwarenmesse is the global meeting place for an entire industry. 2,362 exhibitors from 71 countries presented their innovations and trends on a significantly larger area and took advantage of the expanded range of formats offered by the organiser, Spielwarenmesse eG. Thanks to a modified hall structure, exciting specials and new networking opportunities, around 57,500 visitors from 126 nations were given a clear and entertaining navigation through the product diversity.
Increasing internationality
‘We look forward to taking part in the Spielwarenmesse every year, which is a must for industry representatives,’ says Daniel Levy, CEO of Buki France. In his opinion – just like last year – 97 per cent of exhibitors consider their presence at the world's leading event to be important to very important. ‘Our stand was very busy all day and the trade fair was a real hive of activity,’ says a delighted Alison Coates from Just Play in the UK. Exhibitors generally rate the quality and quantity of visitors higher, as well as the volume of sales deals. ‘Exactly the right decision-makers are here who are genuinely interested in our products,’ emphasises Sutepan Ganendiran, Managing Director of the startup Compactoys. Massimo Pescarolo from Cicaboom in Italy knows: ‘The Spielwarenmesse is the only global event for toys.’ Important European markets have increased their visitor numbers. The top 10 countries also include the USA and China. The increasing international relevance is also confirmed by Thomas Eichhorn, Managing Director of MGA Zapf Creation: ‘The largest American retailers, including Target and Walmart, have been in intensive dialogue with the teams from our headquarters.’ The Spielwarenmesse is also becoming increasingly important for other big players that have their headquarters in the USA. ‘It's always an exciting start to the event calendar for the Hasbro team,’ reveals Bhavesh Somaya (Senior Vice President & General Manager EMEA & APAC). ‘Mattel always organises major global launches in Nuremberg, such as the ‘80th Ruby Anniversary Collection’,’ adds Managing Director Sebastian Trischler.
Positive feedback from exhibitors
The mood barometer of the exhibitors has also climbed further in terms of service and events. ‘The intensive further development of the Spielwarenmesse in terms of content was clearly recognised,’ confirms Christian Ulrich, Spokesman of the Board of Spielwarenmesse eG. The additional Hall 3C with the baby and toddler articles and lifestyle products segments has made it possible to create a well-functioning all-round programme and synergies. ‘We love the new hall and our stand there - it was a real enrichment for us,’ says an enthusiastic Christian Vollmer from Fehn. The modern Toy Business Forum with its new presentation formats was also well received. These included the fireside chat with CEOs and the ToyPitch on the first day of the fair, where twelve exhibitors presented their new products in three minutes. The presentation of the ToyAward, the prestigious industry prize in six product categories, once again took place live on the big stage. ‘Winning was a great honour that puts us as a small toy company on the radar of international retailers,’ says Yusuf Beyaz, CEO of Swiss start-up Qubs. Other highlights included the popular specials ‘Sport, Leisure, Outdoor’ with halfpipe stunt shows and ‘Toys for Kidults’ – the products for the high-spending adult target group were vividly presented in the heavily frequented centre entrance. ‘We appreciate the variety of formats that make it possible to present new products in the best possible way,’ says Evgeni Melan, COO of Augmented Robotics. He found the two ToyTrends ‘Anime & Friends’ and ‘Healthy Heroes’ particularly exciting.
Trend-setting platform for business and networking
Exhibitors gave the highest rating to the topic of networking. ‘It is remarkable that the Spielwarenmesse offers an unrivalled industry get-together, a trend-setting platform, networking opportunities and, of course, media presence,’ says Anirudh Bhargava, CEO Tribal Earth Sounds India. At the still young but already firmly established RedNight, around 100 exhibitors transformed their trade fair stands into party areas on Thursday evening. For Diego Motta from Italian manufacturer Giochi Preziosi, RedNight is perfect for meeting suppliers and the trade: ‘The networking events helped us to make new contacts and catch up with old friends.’ The LicenseLounge with networking area and the International Game Inventors Convention, including the GamingHour evening event, also provided opportunities for individual dialogue. Model car fans experienced another premiere with the induction ceremony into the Model Car Hall of Fame.
Exhibitors have praised the familiar character of the toy fair despite its immense size. ‘Every year it feels like a kind of friendship meeting,’ says Kovit Chomphunuchyanyong, Managing Director of the well-known Thai company Plan Toys. ‘The positive and cheerful atmosphere makes the fair an event that should be visited every year,’ summarises Kheir Houeiss, owner of Invictus 1928, from Bulgaria. Overall, 96 per cent would recommend other companies to take part. The next opportunity will be the 75th anniversary of the Spielwarenmesse. The anniversary edition will take place from 27 to 31 January 2026.