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.


Click Here

The leading international trade fair for high-quality baby and toddler products raises its profile

At Kind + Jugend 2022 from 8 to 10 September, trade visitors can finally meet their business partners in person again and experience products live. © Koelnmesse

In September 2022, Kind + Jugend will once more be the central trend and order platform for the international baby and toddler industry. Registrations from a large number of key players, as well as equally important small and medium-sized companies with beautiful and useful products, highlight the desire of industry and trade to meet in person again at Kind + Jugend from 8 to 10 September 2022. The preliminary list of exhibitors can be viewed on the Kind + Jugend website. Some of the names you can expect to see include ABC Design, Britax Römer, Candide, Delta Children, Done by Deer, Doudou et Compagnie, Motorola, Gesslein, Hartan, HTS, Jollein, Joolz, Lässig, Osann, Paidi, Pearhead, Recaro, Roba, Schardt, Skip Hop, Sterntaler, TFK, Thermobaby, Thule, Träumeland, Uppababy and Vulli. After two years of pandemic and a difficult economic climate, the positive exhibitor response clearly shows that the industry will again make active use of its marketplace in Cologne.

Last year, the trade fair took an important step towards normality with a small but fine Special Edition. In 2022, the focus will be on Europe, parts of Asia and selected regions such as North and South America. Thirty-five countries are already represented among the exhibitors.

Most important for Kind + Jugend Director Jörg Schmale, however, is the trade fair’s focus on high-quality products for babies and toddlers: “In addition to its international component, the strength of Kind + Jugend is the premium level of its lineup. Parents want to raise their children more and more with sustainable products. This desire is addressed by manufacturers in several different ways and presented to the trade public at Kind + Jugend. This is and continues to be the unique brand essence of Kind + Jugend.”

Innovation Award 

After a two-year break, participating companies are once again invited to take part in the Innovation Award competition. The award – the most important and prestigious distinction of the industry – is presented each year at Kind + Jugend in various categories. A jury comprised of trade journalists, healthcare experts and industry consultants select the top innovations, which are showcased at the trade fair in an attractive special presentation as well as online. In addition to the existing eight product categories, an award for sustainable products – World of Sustainability Kids – will be presented this year for the first time. The general conditions of participation and registration link can be found on the Kind + Jugend website.

Start-up area

Once again, Kind + Jugend is offering young international companies a start-up area where they can participate at favourable conditions. Especially newcomers who want to test the international market with an innovative product idea at Kind + Jugend will have the opportunity to showcase their product in an attractive pavilion together with other young companies.

Young innovative companies – an attractive investment opportunity for young companies from Germany

Kind + Jugend is part of the programme established by the Federal Ministry for Economic Affairs and Energy (BMWi) for promoting participation of new, innovative companies in leading international trade fairs in Germany. The pavilion organised by Koelnmesse is also supported by AUMA – Association of the German Trade Fair Industry. Depending on the funding status, the support represents 50 to 60 percent of the investment amount.

Trend Forum – the platform for lectures, talks and industry presentations 

The Trend Forum at Kind + Jugend offers all trade fair participants the opportunity to obtain first-hand information about trends and directions in their industry. The diverse stage programme will feature international experts from market research and specialists, who will talk about current trends and visionary approaches from different perspectives. Presentations on best practices and tips for business success both online and offline are also planned.