Spielwarenmesse 2024 to highlight toys for kidults

Published on: 18th October 2023

Spielwarenmesse will highlight new areas of the market with Life’s a Playground and Game-playing Adults themes representing these growing kidult target groups.

From retro products to Fantasy, Science Fiction, Action and Strategy, to the many interests that adults with purchasing power may have, there are games to suit them. At the Spielwarenmesse from 30th January to 3rd February 2024, this trend will be specifically highlighted with the new special, ‘Life’s a Playground – Toys for Kidsters, Kidults & Co.’ Here, the world of game-playing adults will be vividly brought to life through relevant product examples from its four categories – Collectibles, Premium Collectibles, Creative Fantasy and Tabletop Games. This interactive special area promises to be one of the highlights of the fair and will make a real impression.

The organisers believe that adults is a target group that the toy trade has to take seriously. Christian Ulrich, spokesperson of the Executive Board at Spielwarenmesse eG, explained: “Adults with an interest in games have long been more than just a niche market. They represent a target group with high levels of sales, and it is essential for the toy trade to keep them in their sights.”

In Hall 3A at the Spielwarenmesse, in a world of experience covering some 400 m², the new special area will clearly demonstrate the variety of relevant products.

The Collectibles category focuses on the enjoyment of collecting. The passion for collecting embraces items such as modelling kits, action figures and collectible characters, construction and system toys, comics, merchandise, NFTs, soft toys and puzzles.

Collecting can also be a worthwhile investment, as is evident in the next segment, Premium Collectibles. The particular exclusivity of such products is beguiling, with the potential for items to rise in value.

The Creative Fantasy category includes not only role-playing games and miniature games but also trading card games, which can tempt participants into an exciting, interactive world, while the Tabletop Games brings together various different tabletop and board games. Whatever the appeal, games such as escape room games, board games, party games, games of strategy and games of logic spark excitement among adults, too.

Life’s a Playground – Toys for Kidsters, Kidults & Co. brings inspiring ideas across a range of different products together in one place. This special area offers not only the relevant products but also retail-specific ideas and insider knowledge. At the area in Hall 3A, experts will be presenting new games as well as old classics and providing helpful tips. Talks on the subject of Kidults in the neighbouring Toy Business Forum will deliver further valuable information on this target group and the relevant categories.

Christian Ulrich summed up: “The whole Life’s a Playground concept, through its interactive special area and factual expert knowledge, clearly indicates the great potential that lies within this target group. It highlights new approaches for range expansion and sales growth.”

Full information on the new special area can also be found here. Looking ahead, articles on the subject of ‘kidults’ will also regularly be published on the same site.

Registration for the show opened earlier this year.


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