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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Around 500 providers from 40 countries ++ Varied and international offerings, including many well-known companies and brands ++ Focused lecture program, Innovation Award and new Immersive Shopping special event ++ Extended app features

The Trend Forum at Kind + Jugend is the hub for information and networking. On the stage in Hall 10.2 on 8 and 9 September 2022, exciting lectures will be held on current trends and important industry topics. © Koelnmesse

Kind + Jugend, the most important meeting point for the international baby and toddler industry will finally open its doors again on 8 September 2022. Over the three-day event until 10 September 2010, around 500 suppliers from 40 countries will be presenting an extensive and international range of products and services. This year, Kind + Jugend will once more feature a wealth of products that buyers can finally touch and try out again. Suppliers and interested persons will have the opportunity to find answers to their questions and network in person.

The number and composition of exhibitors therefore offer an excellent information and order platform for buyers. As a pure trade fair, Kind + Jugend caters especially to international specialist retailers and wholesalers, online retailers, drugstores, furniture stores, purchasing associations and importers. The focus is on high-quality products for the baby and toddler industry – a key feature that sets it apart from other trade fairs.

This year, the exhibitors come from all areas of the baby and toddler sector and include products from the segments of strollers, child seats and carriers, children’s furniture and room furnishings, safety and monitoring, fashion and streetwear for babies and pregnant mothers, toys for kids, and care and nutrition. Once again, 85 percent of the exhibitors are from abroad.

Along with numerous leading manufacturers and brands, visitors will also find beautiful and important products from many small and medium-sized suppliers at Kind + Jugend. In addition, there will be special exhibition areas for start-ups and young innovative companies from Germany.

Among the well-known manufacturers who will participate this year are ABC Design, Britax Römer, Bentley, Delta Children, Motorola, Gesslein, Hartan, Jollein, Leclerc Baby, Lässig, Mutsy, Osann, Paidi, Pearhead, Recaro, Roba, Schardt, Skip Hop, Sterntaler, TFK, Thermobaby, Thule, Träumeland, Uppababy and Vulli. Most of the exhibitors at Kind + Jugend this year come from European countries and Turkey. In addition, companies from China, India, Israel, Canada, Korea, Pakistan, Taiwan, Thailand, Singapore and the US will also be represented at the trade fair. The full list of exhibitors can be found on the Kind + Jugend website.

Start-up area und young innovative companies from Germany
Thanks to its clear trade fair concept, Kind + Jugend is also an excellent platform for start-ups and young founders who want to expand their business reach. Ten companies from nine countries, including Singapore, Latvia and Israel, will use the attractive participation opportunities of the start-up area to test whether their products are ready for market. The stand for young innovative companies sponsored by the Federal Ministry for Economic Affairs and Climate Action also presents up-and-coming companies in the sector – in this case from Germany.

In order to make the trade fair visit even more effective, also with regard to the three-day duration of the fair, Koelnmesse has significantly streamlined the event programme:

The Trend Forum presentations will be geared even more closely to the needs of industry and trade. While trends in an international context are still a key topic, online marketing will also be considered from different perspectives. In addition to experts from Trendbible, presentations by Amazon-Marketing-Agentur Movesell will also provide an orientation for future decision making. The issue of sustainability will also be addressed in the lectures.

The Innovation Award will be presented again, with nine categories this year for the first time. In addition to the familiar categories reflecting the focal points of the trade fair, the topic of sustainability will now be premiered. The World of Sustainability will create particular visibility for sustainable products, which is of great importance for the industry. Since its introduction in 2005, the Innovation Award has enjoyed a high level of recognition and acceptance in the sector due in large part to the jury of industry professionals with extensive and valuable expertise. The jury will nominate several products from the approximately 80 submissions received this year. The winners will also be chosen from this selection. All of the nominated products will be presented together with the award-winning products at the trade fair in an attractive special event.

This year’s Kind + Jugend will embrace a new theme with the special event Immersive Shopping. This refers to the use of innovative digital technologies and features in B2C and B2C channels for providing product information and product configurations in a visually appealing way. This includes augmented reality, 3D configurations and games that offer relevant content as well as engaging elements. The aim of the special event organised by Koelnmesse and ARkid von FOKUS KIND Medien is to stimulate incentives and ideas for digital business models that facilitate experience-oriented shopping.

In addition to easy and well-structured access to exhibitor data and hall plans, the extended Kind + Jugend app also includes a useful networking feature. It allows visitors to network easily with manufacturers and set up appointments. Networking is even easier when the exhibitor scans the visitor’s badge on the spot with their mobile phone and the shared information is stored directly on their smartphone. This also applies for trade visitors. The digital ticket required for exhibitors, visitors and media representatives to access the trade fair is also stored in the app. Please note that all tickets are available exclusively online (no on-site ticket sales).