World of Toys Pavilion enjoys successful debut in Tokyo

Published on: 15th June 2023

Spielwarenmesse was represented at the Tokyo Toy Show for the first time with the World of Toys Pavilion, introducing international suppliers to the Japanese market.

World of Toys Pavillon

From 8th to 11th June, the Nuremberg-based trade fair organiser and marketing services provider Spielwarenmesse was represented at the Tokyo Toy Show for the first time with the World of Toys Pavilion.

Thirty exhibitors from eight countries took up the all-round package for the joint stand at the Tokyo Big Sight trade fair centre and seized the opportunity to make key contacts from among the 68,597 visitors to Japan’s biggest toy event. The fair was organised by The Japan Toy Association and was divided into two days for trade, and two for consumers.

Most of the World of Toys exhibitors chose the Business Days for their own appearance. According to The Japan Toy Association, in 2022, the domestic market for toys grew by 6.7% over the previous year’s level in terms of retail value, to a record 952.5b yen (EUR 6.3b). The largest growth was recorded in card games/trading cards, high-tech trends, stuffed toys, hobby goods and toy cars.

The World of Toys participants presented a similarly broad selection of goods to trade visitors from their 360 m² at the show, with products ranging from baby and infant products, board games, wooden toys and creative toys to musical instruments for children, model cars and outdoor goods.

Being a part of the World of Toys Pavilion from Spielwarenmesse eG meant the exhibitors benefited from a full service package that included marketing services, a ready-built stand and personal on-site support.

“Having everything ready for us in advance at the fair, so that all we needed to do was set out our products, made it very convenient,” commented Hank Fan, International Sales representative for Taiwanese company Karon Rubber.

Kyle Lu, Business manager at LCD Models from China, added: “By appearing at the fair, we raised awareness of our brand in Japan, which was our overriding objective.” Meanwhile Alain Briand, CEO of Teknofun, whose interactive range embraces various licensed characters, said: “We had some very good discussions at our stand which will, I’m sure, result in new cooperation agreements.”

Spielwarenmesse eG will be celebrating another premiere at Toy Fair New York from 30th September to 3rd October 2023. With a total area of 200 m² and 17 exhibitors, the pavilion at the Jacob K. Javits Convention Center is already fully booked. In January, toy businesses will have another opportunity to present themselves and their products to the Asia region, at the Hong Kong Toys & Games Fair. Between 8th and 11th January 2024, the World of Toys Pavilion will once again be found in the heavily frequented Concourse Area in front of Hall 1. Registration is now open and continues until 15th September.

At both these events from Spielwarenmesse eG, the usual services will again be on offer to support companies as they seek to expand into new countries.


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