Product groups
Games, Books, Learning and Experimenting
One of the Most In-Demand Product Categories and the Central Focus for a Third of Trade Visitors at Spielwarenmesse
Classic board games are among the top-selling product categories in toy markets worldwide. Publishers like KOSMOS and Asmodee continually develop new, innovative games, often incorporating digital features for smartphones and tablets. Educational and experimental games are also trending and are in high demand among manufacturers and retailers.
The product group at a glance
- 252 exhibitors from 39 countries on an exhibition area of 14,800 m2
- All market leaders from this product segment in the areas of board games, puzzles and educational games are regular exhibitors
- The central location in Hall 10 can be reached quickly and easily
What our participants are saying
I come to the Spielwarenmesse every year to meet international suppliers of learning aids with whom I have been working for many years. I take a look at their new products and at the same time I negotiate new contracts for the next year. Furthermore, I explore what other exhibitors have to offer to find out about new products and inventions. I regard the Spielwarenmesse as the most important platform for my business.
Uri Sela, Co-owner, Yesod publishing company, visitor from Israel
We are all very pleased that the Spielwarenmesse as a fixed industry meeting place can finally take place live again. In addition, the media national and international media attention shows that the Spielwarenmesse continues to function as a trend barometer for the toy industry and therefore has an enormously high appeal.
Axel Kaldenhoven, Managing Director, Schmidt Spiele GmbH, exhibitor from Germany
Meet these and many other brands
Products
In this product group you will find amongst other things
- Games
Children's games; Quiz games; Card games; Dice games; Jigsaw puzzles; Parlour games; Board games; Puzzles; Roleplays; Game accessories; Literature on games - Books
Children's books; Juvenile books; Talking books; Painting books; Manga, comics; Bookmarks, bookends; Children's magazines; Learning and teaching material - Learning and Experimenting
Educational games; Experimental kits; Globes; Atlases - Non-book
Posters; Paper, cardboard; Stationery; Calendars; Magnetic articles; Cartography - Licensed articles, sustainable products and products for people with special needs complete the product portfolio.
Visitor groups – How is the market
- Toy shops, mail order business, online shops, games shops
- Drugstores, supermarkets, department stores
- Food retailers, discounters
- Specialist media, trade publishers, booksellers, museum shops
- Games forums, game designers, game illustrators, game rental shops
- Decision-makers from all education sectors
- Social and public institutions, nursery/school outfitters
Target Group
Trade in children’s and young adult literature is well positioned for the future. Many publishing houses are increasingly relying on multichannel offerings and expanding their consulting expertise. In general, customers respond well to links between brick-and-mortar retailing and online offerings. Fuelled by the positive development in recent years, further growth is expected in sales of children’s books. The toy trade is also reaping the benefits of children’s love of reading. With literature, read-aloud, colouring, picture and audio books, retailers are offering the target group a broad mix of products to complete their range.
When choosing between paper and digital formats, it’s worth taking a look at what consumers in individual countries want. There is a general affinity towards e-books and multimedia books in English-speaking countries, while the target group in Germany, one of the biggest markets, still tends to prefer the printed word. A trend towards digitalisation can be seen in the area of non-fiction and picture books in particular, where interactive elements that offer a special reading experience are popular. This segment in particular has been growing steadily in recent years.
