Spielwarenmesse Toys meet Books zone to be expanded

Published on: 26th September 2018

The special area now includes a presentation zone, and will be also be appearing at the Frankfurt Book Fair for the first time. 

The special area Toys meet Books celebrated its debut at the Spielwarenmesse this year. The concept, which was created with the aim of opening the world of toys to booksellers, was a resounding success, prompting a sharp 41% jump in the number of book retailers compared to the year before. At the next event, which takes place in Nuremberg from 30th January – 3rd February 2019, the content is being expanded and the partnerships extended.

Situated in a high-exposure location at Entrance Mitte, manufacturers show non-book articles that lend themselves to the book trade. Christian Ulrich, marketing director Spielwarenmesse eG, commented: “We’re introducing some new ideas to target booksellers more effectively. We’re paving the way for relevant ranges whilst providing valuable knowledge to assist this retail group in the daily running of their stores.”

The Special Area is being extended to more than 200m² as it enters its second year. Attractively designed product and theme worlds give trade buyers plenty of inspiration on presenting selected toys at the point of sale. Rather than focusing on German-speaking booksellers, Toys meet Books has widened its scope to the international market. As a result, Friday and Saturday’s talks will be interpreted into German or English, and the subsequent speed-dating feature gives visitors the opportunity to speak to the experts in person.

The Spielwarenmesse is also stepping up its cooperation with the Frankfurt Book Fair, with the two fairs now preparing to stage exchanges at both events. The Spielwarenmesse will appear alongside this year’s ToyAward winners at the book fair’s Frankfurt Kids Foyer 5.1/6.1 from 10th-14th October, and Verena Urbschat, senior visitor marketing manager at Spielwarenmesse, is holding a presentation in English on toy trends in the same location, 2pm on Wednesday 10th October.


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