According to the toy fair, 2,902 companies from 68 countries were represented at the Nuremberg Exhibition Center from 31 January to 4 February to show their products to dealers and buyers from all over the world. In addition to the three trends defined by the Trend Committee, however, a fourth trend was also identified. A comeback of toy classics.

The International TrendCommittee of Spielwarenmesse eG has identified the following three trends in the toy industry for 2018: Just for Fun, Team Spirit und Explore Nature. But in addition to the obvious toy trends, a fourth has wormed itself in: the toy classics. Or more precisely, toys that you already knew as a child will be reissued.

Returning to the essentials

After technical toys such as robots and drones, plasticine, perler beads and board games are now celebrating their revival again. Karsten Schmidt, CEO of Ravensburg, reported at the toy fair Nuremberg: “We see that in times of change and perceived uncertainty, a return to the essentials plays an important role.” By far the most money was again generated with games and puzzles, the company announced. Among them the board game classics “Labyrinth” and “The scatterbrained pharaoh”, which young parents still know from their own childhood. Though the Swedish company Brio also spoke of a further increase in sales through the sale of its biggest classic: the wooden railway.

Milestone birthdays and classic color worlds

Lego, which is celebrating its 60th birthday this year, is still a huge hit in every children’s room. Here too, retail sales in Germany have risen by 9.1 percent since 2015. Above all, the long-running products such as Lego City or Lego Technic, but also the licenses to films such as “Star Wars” are generating good revenues for the company.

Children have been playing with Lego for over 60 years. Colors and sets vary of course – but nothing has changed in the construction principle itself.

Zapf also had a special birthday. Baby Annabell celebrated her 20th birthday, including a new edition of the doll, exclusively designed by Daniela Katzenberger. The second big topic when it comes to dolls is of course always the Barbie. And here was a reunion with old acquaintances as well: The “Totally Hair” Barbie – at that time the best-selling doll ever – now shines in new splendor.

The question remains unanswered as to whether parents buy these toys for their offspring from a touch of nostalgia, or whether the “real” target group, i.e. the children themselves, really reach for the classics on the shelf.


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Trends in the toy market in 2018
International Toy Fair 2018


Photo: Lego