Exclusive: Ernst Kick reveals what’s new for Spielwarenmesse 2020

Published on: 18th December 2019

Spielwarenmesse returns from 29th January to 2nd February 2020, offering new trends, new speakers and a whole lot to see and do. 

“The Spielwarenmesse is one of the most important gatherings for the world’s toy industry,” explains Ernst Kick, CEO of the Nuremberg-based trade event. “Almost 3,000 exhibitors from more than 65 countries present their innovations here every year, including all the key players and important brands. Together with innovative start-ups, they offer the 70,000 or so trade visitors a terrific choice of around a million products. The Spielwarenmesse therefore provides buyers and retailers with a comprehensive overview of the market. 48% of trade visitors to Nuremberg have told us that the Spielwarenmesse is the only show they attend, which illustrates just how highly rated it is by the industry.”

The show celebrated its 70th anniversary in 2019, a landmark event that brought with it several positive changes. At the 2020 Spielwarenmesse, a new exhibition format is being launched to enable non-exhibiting companies to present their innovations in the Tech2Play area, thereby expanding the offering and giving smaller companies, or those for whom travel to the show would be prohibitive, the chance to benefit from the exposure an international show like this offers.

The product categories and special features will also be expanded further and tweaked in time for Spielwarenmesse 2020, according to Ernst:

“Special areas such as Baby and Infant Articles, Showtime, Toys meet Books and Tech2Play have all evolved extremely well,” he says. “These compact formats help visitors gain their bearings in each of the extensive product groups. The special areas enable exhibitors to show their products in a second, high-exposure location, whilst trade buyers can go there to find additional ranges and inspiration for their product presentations. Showtime, which was established in 2019, allows exhibitors to showcase their latest fancy-dress costumes on the catwalk. Our current focus is on developing and improving these special areas and activity zones.”

Alongside the latest products, visitors to the show can enjoy a host of informative presentations in the Toy Business Forum. Talks take place every day from Wednesday onwards, between 1-3pm, with each of the five days focusing on a specific theme – trends, change, digital, retail and marketing.

We asked Ernst what the future holds for Spielwarenmesse following its anniversary year. “It’s impossible to tell,” he replies. “One thing is certain though – toys will be around forever because people will always want to play; that’s why the Spielwarenmesse will continue to adapt to market changes, and will always be ready for the future.”

Read the full interview with Ernst and part one of the Nuremberg preview in the Toy World December issue here.


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