At the recent UK Spielwarenmesse Dialogue, attended by Toy World and other toy trade media representatives, Christian Ulrich revealed how next year’s show is shaping up. 

Spielwarenmesse 2024, which takes place from 30th January to 3rd February, marks the second iteration of the hugely popular European show since lockdown and the 73rd since the show began. The 2023 event, which Christian says was a ‘better show than expected’, has now been surpassed by next year’s, which already boasts more exhibitors and will take place across an even bigger floorspace.

While exhibitors and attendees alike can expect the usual blend of first-class networking events, a vast range of toys and games, and superb evening entertainment, there are also some changes this year worth noting. One of these is the new Tuesday-Saturday schedule (replacing Wednesday-Sunday), which Christian says reflects attendee feedback that the extra weekday would be better for both travel and footfall. With some 50,000+ visitors expected across the five days, exhibitors will be wanting to capture all the footfall they can.

The Life’s a Playground trend will spotlight four categories that are of particular interest to ‘kidults’ – Collectibles, Premium Collectibles, Creative Fantasy and Tabletop Games. In the US, around 25% of all toy sales are to kids aged 12+, making this an increasingly important sector. At the 2024 show, visitors can expect to find plenty of inspiration to take back home with them. Spielwarenmesse will also be bringing visitors the very best in retail practice, looking at globally successful kidult-leaning stores to find out how retailers can make the most of kidult spending. While you’re in the area, why not pay a visit to Nuremberg’s Ultra Comix, which Christian says is fantastic: experts from the store will also be presenting their top retail tips in the Life’s a Playground – Toys for Kidsters, Kidults & Co. special area in Hall 3A.

The LicenseLounge (Hall 12) is also new, reflecting the current strength of the licensed toy market and providing a networking area for the global licensing community. Hall 7A welcomes the highlights gallery, and – for the first time ever – over the counter sales will be allowed on the Saturday for those interested in the Model Construction and Model Railways category, which again will enjoy a public open day.

Then there’s the Specials by Spielwarenmesse: Toys Go Green (Hall 2), Insights-X (Hall 4), and the New Product Gallery and StartUp Area, both in Hall 3.

Visitors to next year’s show will doubtless be pleased to hear that the ToyAwards are taking place during Spielwarenmesse 2024, not before, in Hall 3A on 31st January. The presentations will include the new Innovation Prize.

As always, the Toy Business Forum will play host to a raft of expert speakers and relevant presentations covering everything from sustainability and customer retention to top trends and influencer marketing.

Press Day takes place on Tuesday 30th January, once again giving exhibitors an unmissable opportunity to present their latest toys and games to media representatives from TV, magazines, news stations and more. Tuesday will also see the return of Toy Night, while Red Night takes place 1st February and gives everyone a chance to let their hair down.

The following day, 2nd February, visitors can blow the cobwebs away at the International Game Inventors Convention from 9am-6pm, which brings games inventors together with developers from both national and international publishing houses. Afterwards, they can take part in the GamingHour once the show is over for the day (it’s actually four hours, from 6-10pm).

Clearly, there’s a huge amount to look forward to and a lot of planning to be done if you want to make the most of your time at Spielwarenmesse 2024. Visitors can access a suite of information services, including the official Spielwarenmesse Digital website and complementary app, podcast and TV content. With show season fast bearing down upon us, it’s essential to plan ahead.

“The Spielwarenmesse offers an inspiring mix of innovation, information and networking that makes Nuremberg once again the place to be for the global industry in 2024,” said Christian Ulrich in summary. Tickets go on sale to retailers on 29th November 2023.