Spielwarenmesse welcomes new companies in StartupArea

Published on: 7th September 2021

A new pavilion at Spielwarenmesse, the StartupArea in Hall 8 will provide opportunities for young, innovative businesses and startups.

As the toy industry comes together at the Spielwarenmesse in Nuremberg in February, young international companies are being offered an easy entry point to the world of trade fairs. Both the ‘Innovation Made in Germany’ pavilion and a new space for international startups will be featured in the new StartupArea in Hall 8 during the show, which takes place from 2nd to 6th February 2022. The space will give young companies and international businesses the opportunity to be represented at the Spielwarenmesse at affordable rates, allowing them to make new business contacts and introduce their creative product ideas to the key buyers in the industry.

Registration is open now, up until 15th December at

As participants in the StartupArea, businesses will be provided with an all-round package which covers services in the marketing package including a digital business profile on the Spielwarenmesse Digital platform, along with a fully equipped 6m2 stand and access to a meeting lounge with kitchen.

The StartupArea will be located in Hall 8, where the focus is on new launches and innovations. Any international toy company that has been trading for no more than five years is entitled to take part.

Christian Ulrich, of the Executive Board for Spielwarenmesse eG, commented: “With their position in Hall 8, participating startups will be able to demonstrate their potential and get into the market. The toy industry will likewise benefit from the enrichment that comes from more innovations and creative product ideas.”

The ‘Innovation Made in Germany’ pavilion will host businesses eligible for funding from the German Federal Ministry for Economic Affairs and Energy (BMWi), which will give German startups the chance to receive up to 60% of the participation cost in subsidies. This programme is available to German-based companies that have been trading for less than ten years, have fewer than 50 employees, a maximum annual turnover of EUR 10m and can show evidence of an innovative business idea.

Further details about StartupArea can be found here.

The new area will join other new initiatives at the 72nd edition of Spielwarenmesse, which will include special areas dedicated to specific themes and a new area for service providers in Hall 3A devoted to independent testing institutes, suppliers of production technologies, EPOS systems and packaging, as well as marketing and advertising specialists. Other highlights include a revised presentation of the latest product innovations, and a focus on the topic of sustainability. As in previous years, the Tech2Play area in Hall 4A will place the spotlight on innovations from the electronic toys sector.



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