A successful Spielwarenmesse encourages the toy business


There were great expectations for the 2023 edition of the Spielwarenmesse, the largest and most representative toy fair in the world, after a gap of three long years when the event was cancelled due to the pandemic, and they were met, or even exceeded: although 700 exhibitors were missing as compared with the 2019 show – 2,100 companies from 69 countries participated this year – and visitors dropped by 8% to 58,000 from 128 countries, the German toy exhibition, held for the 72nd time in Nuremberg (February 1-6), was considered a real success by anybody concerned. It is obvious that the war in Ukraine and the compulsory visa for Chinese visitors kept both exhibitors and visitors from several territories away. On the other hand, attendance from the US toy market was higher than ever, growing by almost 10%. Since most international toy markets registered turnover decreases in 2022, the positive feeling that was manifest in the Nuremberg fair halls pointed to better results in 2023.

All the leading companies in the international toy business were present. New products and concepts abounded. A significant shift toward sustainability was on the forefront everywhere. The Toys Go Green area enjoyed great acceptance with its presentation of the sustainability theme in four sections. There was strong focus on one of the three trends selected by the Spielwarenmesse together with the international TrendCommittee, namely Meta Toys, which opens new technological horizons for the toy business. The other trends were Discovery and Brands for Fans.

The usual itinerary through the halls underwent some changes as a few major companies were moved to different locations but those exhibitors eventually expressed satisfaction with the new placement. A survey revealed that 95% of exhibitors rated participation in the event as important or very important, and 92% declared themselves satisfied or very satisfied with the way it went. Christian Ulrich, Spokesperson of the Executive Board at Spielwarenmesse eG, announced that 83% of the exhibitors were already making plans to take part again.

On January 31st, during the Spielwarenmesse Press Preview, six products received the coveted Toy Award: among them, there were EverEarth 7 in 1 Space Activity Cube by Ever Earth Europe (Baby & Infant Category, 0-3 years) and Yummy Bear Scale by Topbright (Preschool Category, 3-6 years). Paw Patrol AR Tattoo & Stickers by Holo Toyz was awarded a Toy Award for the Startup Category. Among the Soft Toys, Wooden Toys and Educational Toys areas, we met a broad selection of products relating to babies and infants. We noticed Montessori-inspired articles for the children’s room, extended employment of eco-friendly materials, wooden outdoor play equipment. Baby and infant toys were exhibited in several other halls of the Spielwarenmesse.

The next Spielwarenmesse’s dates will be announced within the end of February.


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The three-day expo made the Targi Kielce’s exhibition halls a full house, filled with a rich offer targeted at companies from the mother, child and baby products sector. Companies willing to participate in one of the most important events in the child products and services business sector are already registering fot the expo’s 13th unveiling.

The Kielce Kids’ Time is a must-have point in the industry calendar.

Manufacturers, distributors of the most important international brands join the expo to present prams, car seats, toys, clothes, furniture, textiles and accessories for mothers and children. Many have already confirmed their presence at 2022 Kids’ Time (16-18 February 2021). The expo is the place where significant contracts and agreements are signed. Companies find expo a perfect opportunity to meet business insiders and press from all over the world.

“This is Poland’s largest show of this type (…) That is why we have exhibited here every year for many years”, said Jakub Bochenek from Tuban. The Kids’ Time expo is the stage for Europe-wide premieres, debuts and product launches, an excellent opportunity to acquire new customers and maintain existing relationships. Key institutions and industry authorities from Poland and abroad also mark their presence at the trade show. Kids’ Time hosts the media from all over the world, including journalists from Russia, Turkey, the USA, England and Germany, which makes the show an excellent opportunity to show the premiere products.

The best products for children are awarded the “Kids ‘Time Star” statuettes – a valuable marketing tool that boosts product recognition. Marko is the expo strategic partner, the Branza Dziecieca publishing house is the main media partner of the exhibition. The trade fair has enjoyed the support of the knowledge-partners: the Chamber of Office and School Industry Entrepreneurs and the Polish Association of the Children’s Toys and Articles Industry.

Early-bird registration for Kids’ Time is now available

The 12 International Fair of Toys and Products for Mother and Child Kids’ Time was held on an extraordinary, irregular date, i.e. in September 2021 and brought together 131 exhibitors. Visitors represented the 22 countries’ child products and service business sectors. The upcoming expo returns to its traditional February date, from 16 to 18 February 2022. Th registration is now possible online at www.kidstime.pl.