Positivity returns to Russia’s toy market with Kids Russia event

Published on: 4th May 2021

Industry representatives able to meet face-to-face at Kids Russia exhibition, which had both a live and digital format.

The toy fair in Moscow featured 91 exhibitors.

Despite the constraints of the pandemic, Kids Russia, the Russian trade fair for toys and hobby products in Eastern Europe, staged a very successful event with industry representatives pleased to be able to meet face-to-face once again.

The exhibition, which took place at Moscow’s Crocus Expo International Exhibition Centre from 20th-22nd April, saw 91 exhibitors presenting their latest products, all amid strict Covid-19 guidelines. In keeping with past events, Kids Russia was held concurrently with Licensing World Russia, while the Russian Stationery Forum was also staged at the same time.

Despite the pandemic and associated travel restrictions, the events attracted around 10,000 trade visitors and these, along with exhibitors, were from just three countries besides Russia: Belarus, Ukraine and Taiwan. However, an online product information and networking platform was available on all three days of the fair, attracting industry participants from 22 countries. Kids Russia is organised by Grand Expo, CJSC – a Russian joint-stock company in which Spielwarenmesse eG holds a majority stake.

The live event and digital format provided a promising outlook for Russia’s toy market and, despite the constraints of Covid-19, the mood in Moscow was upbeat and optimistic. “Industry representatives were delighted to be able to meet again in person at the 15th Kids Russia. They certainly made the most of the event to talk shop and do business,” said Ernst Kick, CEO of Spielwarenmesse eG.

Retailers and buyers not only gained an insight into the latest innovations but also benefited from the seminars on market-related topics, and additional synergies were created by the concurrent events. Licensing World Russia is the only licensing trade fair in Russia and the CIS, and the integrated Russian Stationery Forum likewise met with a positive response. The strategic stationery partnership has been agreed for three years and will therefore continue next year.

The next Kids Russia is scheduled to run in Moscow from 1st-3rd March 2022. Assuming the Russian market remains stable, Spielwarenmesse eG will once again organise an international pavilion as part of its World of Toys Programme which helps companies from around the world gain access to the toy market. Further details about Kids Russia are available at



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