Strong media campaigns at the toy fair
From January 30 to February 3, the Spielwarenmesse will be a land of milk and honey for creative product innovations. In addition to specialist retailers and buyers, media professionals and content creators will of course also have access to the Nuremberg exhibition grounds to discover 13 product groups in 18 halls. The new PressDay on the Tuesday of the fair with numerous exhibitor activities and three further highlights on Wednesday in Hall 3A will provide orientation.
Atmospheric start
The opening ceremony on January 30 marks the start of the event. Right on time at 8.55 a.m., the marching band led by bandleader Roland Peil (percussionist of "Die Fantastischen Vier" and lecturer at the Nuremberg University of Music) will lead the walking act parade along the escalators in front of the Press Center. The joint group photo with the Spielwarenmesse eG Management Board - Florian Hess, Jens Pflüger and Christian Ulrich - promises photo and film teams atmospheric pictures on the press wall in the foyer of the NCC Ost. The first of over 60 activities on this day will start at 9.15 a.m. in Hall 3A. The exhibitors have come up with a number of ideas especially for PressDay to present their new products to the media: from shows with celebrities to prize draws and selfie spots. "All presentations take place in the middle of the action. Due to the new sequence of days from Tuesday to Saturday, the PressPreview, which previously took place on the day before the fair, will be integrated into this new concept," explains Christian Ulrich, Spokesman of the Board of Spielwarenmesse eG.
Innovations and give-aways
Some exhibitor activities will take place at fixed times on PressDay: Hape/Toynamics (9.15 a.m., Hall 3A), Bruder (9.45 a.m., Hall 6), Schmidt Spiele (10.30 a.m., Hall 10.1), Kosmos (11 a.m., Hall 10.0), Ravensburger (11.45 a.m., Hall 12.0), Playmobil (12.15 p.m., Hall 12. 2), Kekz (1 p.m., Hall 4A), Carrera/Revell (2 p.m., Hall 12.2), Heunec (2.30 p.m., Hall 12.2), Supermoms4u Foundation/Happy Threads (3 p.m., Hall 1) and Mattel (registration only, 4 p.m., Hall 12.2). Many exhibitors are also using PressDay as an opportunity to celebrate their anniversary. For example, Schmidt Spiele is celebrating "110 years of Mensch ärgere nicht" with actors Marie-Luise Marjan and Manuel Santos Gelke. Other celebrities will be represented at the stands of Kekz with singer Peter Maffay, Voggenreiter Verlag with Pitti Hecht (percussionist from the Scorpions) and Zapf Creation with influencer Paula Senfkorn. There will also be plenty of giveaways: every accredited person will have the opportunity to receive an empty bag with the striking Spielwarenmesse campaign motif at the counter in the Press Center East, which can be filled directly at the stands of the participating exhibitors.
Continuation on Wednesday
On the second day of the fair, January 31, the focus will be on Hall 3A. Various interview opportunities will be available to representatives of the press from 9.45 a.m. directly in the "Life's a Playground - Toys for Kidsters, Kidults & Co." special area. In addition to Christian Ulrich, Philippe Guinaudeau, CEO of the BrandTrends Group, and Ultra Comix Managing Director Stefan Will will provide exclusive insights into the exciting world of toys for the adult target group. From 10.30 a.m., presenter Jennifer Braun will select the winners of the ToyAward right next door in the Toy Business Forum. The coveted award will be presented in six different product categories. Thanks to a shared lunch snack on site, the next item on the program will be a guided tour of the StartupArea. The press will learn all about the creative product ideas of international newcomers and young companies from Germany at first hand. The meeting point is the lounge in Hall 3A/B02 at 12 noon.
"With the new press activities, we are providing media professionals and content creators with the best possible support for their individual reporting by giving them a detailed overview of the program and connecting them directly with the exhibitors," sums up Scarlett Wisotzki, Director Communications at Spielwarenmesse eG.
The complete program will be announced on the day of the main press conference on 25 January and will be available online afterwards (www.spielwarenmesse.de/presse).