TrendCommittee expands toy know-how

Published on: 11th July 2019

The TrendCommittee, established by Spielwarenmesse team, is joined by three new members this year. 

Recognising relevant trends as they emerge and keeping track of developments can be extremely challenging. The international TrendCommittee, created by the Spielwarenmesse, keeps a close and exacting eye on the market. Based on their findings, the twelve committee experts, including Toy World publisher John Baulch, will identify the main trends for 2020, which will be revealed from mid-October 2019. At the next Spielwarenmesse, taking place on 29th January to 2nd February 2020, the trends and related products can be experienced in action at the TrendGallery.

Three new members have joined the team this year, contributing their expertise and providing constructive input. The American journalist Jackie Breyer is group publisher of The Toy Book and The Toy Insider and has been reporting about trends in the retail trade and the toy industry for the past 17 years. In 2012 she was awarded the accolade of Wonder Woman in Toys, Licensing & Entertainment. Urszula Kaszubowska, the new editor-in-chief of the biggest Polish trade journal for toys and baby products Branza Dziecieca, is taking over Marek Jankowskis’ position on the TrendCommittee. She is also a member of the jury for the annual Polish Toy of the Year competition. Lena Hedö, who has been Chairwoman of the Swedish Toy Retailers Association since 2002, will bring her knowledge of the Scandinavian toy market to the table. She can draw on more than 40 years experience in the toy sector. She is editor-in-chief of Lek & Babyrevyn, a Swedish trade magazine for toys and baby products, as well as Co-President of International Toy Trade Magazine Association (ITMA).

The TrendCommittee shines a light on overriding, medium-term industry trends that look set to influence the toy industry in the near future. Emerging toys often seize upon similar themes, giving rise to a new trend, as Christian Ulrich, director marketing at Spielwarenmesse eG, said: “These trends are not yet visible on the market en masse, but are increasingly being embraced by manufacturers and discussed by the media.”


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