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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Kids’ Time, the 13th International Fair of Toys and Products for Mother and Child, will be held in Kielce, Poland, on February 22-24, and will showcase the latest trends in the child products and services sector. In the last few years the exhibition has grown to become one of the most important in the world, especially for the nursery products category. However, the 2023 edition will experience a reduced presence of these exhibitors due to the war in Ukraine, since the nations involved, Belarus, Russian Federation and Ukraine, were the major export territories for the Polish manufacturers.

Toys and games, children’s clothes and textiles, nursery products and children’s furniture will be the mainstays of the event. A new feature this year will be the Licence Zone, while traditional appointments like the Business Forum with several international speakers and Kids’ Time Star, the prestigious award whose winners wll be announced during a gala ceremony, will be part of the program once more.

Kids’ Time Hosted Buyers program

Especially for Kids’ Time exhibitors, a new program has been created. The new endeavour guarantees access to foreign buyers and establishment of business contacts. The participation of child products and services sector’s representatives from all over the world and the fact that they join the program offers a perfect opportunity for all exhibitors. This is an extra boost to present their offer to a wide range of new audiences from around the world.

The Hosted Buyers programme is aimed at business owners, distributors and industry professionals who join the Kids’ Time for business purposes. Kids’ Time Hosted Buyers program is a perfect opportunity for checking the proposals of  Polish manufacturers of toys, articles for children, prams, and car seats. Within 3 expo days, it will be possible to have a lot of meetings in one place with the key players in the market and thereby discuss potential cooperation and develop business.

Central and Eastern Europe’s largest child-product business sector expo has generated buyer’s interest for years. Now, with the Hosted Buyers program, they will have easier access to exhibitors and the products they offer. Our system allows to plan business meetings with many exhibitors on one day and participate in engaging educational sessions. The networking possibility and participation in a business banquet which brings together exhibitors is another significant advantage.

Read more and join the Kids’ Time Hosted Buyers Programme: https://www.targikielce.pl/en/kids-time/about-the-event/hosted-buyers-programme