Exclusive: Counting down to Spielwarenmesse

Published on: 16th January 2024

Later this month, the global toy industry will once again be bound for the ‘ToyCity’ of Nuremberg for Spielwarenmesse 2024.

Toy World took a look at this year’s international event and considered what effect recent changes to the trade show calendar and the show’s format may have.

Offering five packed days of networking, entertainment, product inspiration, trade deals and much, much more, Spielwarenmesse 2024 is widely considered an unmissable event within the toy industry trade fair calendar. The second iteration of the hugely popular European show since lockdown, and the 73rd since the show began, this year’s show will welcome almost 400 new exhibitors across its 12 halls and a very strong turnout from across the globe. No less than 13 different countries will be represented on international pavilions that will host over 250 businesses from Australia, China, France, Georgia, Hong Kong, India, Japan, Spain, Taiwan, Thailand, UK, Ukraine and the USA.

Indeed, the scrapping of the 2024 New York Toy Fair is predicted to result in many more American visitors to Spielwarenmesse and the unveiling of far more new toy ranges that may ordinarily have been held back for launch in New York. Christian Ulrich, spokesperson for organiser Spielwarenmesse eG, also expects to welcome many more Chinese and Japanese visitors at the upcoming show, after lingering post-Covid travel restrictions impacted attendance last year.

Spotlighted trends this year include toys for kidults. In Hall 3A, the Life’s a Playground theme will be brought vividly to life through relevant product examples from its four core categories – Collectibles, Premium Collectibles, Creative Fantasy and Tabletop Games – while experts will be on hand to shine a light on new perspectives and ideas that could help retailers who already offer kidult products, or those looking to get into the space, maximise on their selections.

To read the full article, which includes an exclusive chat with Christian and details all the changes to this year’s format, click here to access the January edition of Toy World.

Toy World has also published a handy supplement focused on the event, which you can read here.


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