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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by Admin, January 25, 2023

On 31 January the PressPreview marks the start of the Spielwarenmesse, the world leading toy fair, in the traditional way. In this concentrated innovations show, well-known exhibitors, brands and startups present their product ideas to representatives of the national and international media with plenty of action, in the NCC Ost at the Nuremberg Exhibition Centre. For the first time, this kick-off event includes presentation of the ToyAward.

Some 50 manufacturers will present their new products and invite people to try them out, on stands set up specifically for the PressPreview. This year, particular emphasis will be given to the Startup Area. The ToyTrends ‘Discover!’, ‘Brands for Fans’ and ‘MetaToys’ will be brought to life with examples of products. Presentation of the ToyAward is another highlight. At the heart of the event on the stage in the NCC Ost, outstanding product ideas in six categories will receive the international expert jury’s awards. This awards ceremony, which will also be streamed live on Spielwarenmesse Digital, takes place at 12 o’clock. 

At this year’s Spielwarenmesse (February 1–5 2023), a total of 15 countries will be exhibiting on international shared stands. France, Uzbekistan and Ukraine will be represented for the first time. The International Pavilions provide exhibitors with a good entry point to the market and retailers with a rapid overview. In total, 259 businesses will be taking part on the International Pavilions, which already have a long tradition. Many nations have been represented here for several years and contribute to the highly international nature of the event. Those who are interested can find further information about the national pavilions on the web page www.spielwarenmesse.de/en/international-pavilions.

The Spielwarenmesse will at last be bringing the entire sector back together again and presenting the latest trends, products and topics. The familiar presentation area in Hall 3A offers further added value: in the Toy Business Forum, the audience can look forward to 18 international speakers with 21 exciting presentations on trends in toys and in retailing, digitalisation and the metaverse, not to mention sustainability and diversity. The online platform, Spielwarenmesse Digital, will continue to provide useful additional services.

The fair also boasts a broad selection of products relating to babies and infants. Many toy retailers have successfully integrated toys and equipment for babies into their shops and the trend is rising. Quality, stimulation and safety as well as design and sustainability are particularly to the fore in product innovations from HABA, Lässig, Sebra, sigikid and other exhibitors. In keeping with buyer interests, this product group, an attractive add-on range for visitors to the Spielwarenmesse, is integrated among the Soft Toys, Wooden Toys and Educational Toys areas.