From 30 January to 2 February, 2,886 exhibitors from 68 nations presented their new innovations to around 68,500 trade visitors (2018: 71,000) from 131 countries. The organizer as well as the exhibitors were satisfied despite falling visitor numbers.

The drop in visitor numbers can be attributed to factors such as the continuous decline in the specialist trade and the streamlining of distribution channels. At 64 percent (2018: 63 percent), the proportion of international visitors remained at a high level.

“The Spielwarenmesse is not only the most important fair for us, but also the most international. The quality of the visitors is very good, which results in positive prospects for 2019,” says Paul Heinz Bruder, Managing Director of Bruder Spielwaren.

Ynon Kreiz, Chairman and Chief Executive Officer of Mattel, was also at the 70th edition of the Spielwarenmesse in Nuremberg and says: “The Spielwarenmesse brings together the best of our international toy contacts.

Satisfied exhibitors at the International Toy Fair

Most of the 2,886 exhibitors came from Germany (683), 330 from China, 186 from Great Britain, 152 from the USA and 147 from France. The Spielwarenmesse was rated “very good” and “good” by 83.5 percent of the exhibitors. The 70th edition of the fair achieved the highest value in terms of exhibitor satisfaction.

“All in all, it can be observed that visitor numbers at the Spielwarenmesse have declined somewhat; I had a full memory of the last edition. Nevertheless, we cannot complain. We received a lot of orders at our stand and are very satisfied with the 70th edition”, Laura Boch, HCM Kinzel.

“The feedback from the visitors at our stand was consistently positive, we can’t complain”, Celine Parunanthu, Riegg & Partner, Public Relations.

From left to right Marlene Hösch (Senior Project Manager, Spielwarenmesse eG), Michihiro Maeda (EPOCH, Managing Director), Luna Löffel (Sylvanian Families), Willi Schiffner (EPOCH Traumwiesen, Managing Director)

“The Spielwarenmesse was a very nice occasion to exchange ideas personally and we liked it very much. We had a very high customer frequency at our Epoch stand. In addition, it offers a very good opportunity to track down current trends and exchange information with customers, business partners and the press. The word Spielwarenmesse is now registered as a protected trademark in Germany. This is a remarkable achievement”, Christine Rex, Junior Marketing Manager, Epoch Traumwiesen GmbH. The Spielwarenmesse celebrated its 70th anniversary and the 35th time as an exhibitor. Mrs. Marlene Höschen, Senior Project Manager at Spielwarenmesse eG, did not miss this occasion and thanked the managing director of Epoch, Michihiro Maeda personally for her loyalty.

Restructuring met with positive response

The new Electronic Toys product group, which is located in Hall 4A, was well received by visitors. Jazwares Managing Director Sebastian Budich is satisfied with the new location: “We are very pleased with the large number of customers and the strong interest in our diverse product portfolio.

Furthermore, Hall 7A, which now combines model railways and model making, received positive feedback from visitors. Also the product group festive articles, carnival and fireworks could experience substantial innovations. Manuela Pfeifer, Managing Director of Rubies Germany, is particularly pleased with the Showtime action area: “We were able to present numerous of our new costumes to trade visitors on a catwalk several times a day. This is not possible at our stand.”

Knowledge offers met with approval

The expanded range of knowledge on offer and the special areas met with great approval from trade fair visitors. Whether in the Toys meet Books or Toy Business Forum areas, the presentations were very well received and well attended.

For the first time the LicenseTalks took place in the Toy Business Forum. In addition, large studios and agencies such as CPLG, Viacom/Nickelodeon and NBC Universal presented their concepts to selected business contacts at LicensePreview. The subject of licenses seems to have finally arrived at the Spielwarenmesse, as Joachim Knödler, Managing Director Central Europe Copyright Promotions Licensing Group, underlines: “This makes the fair the most important event for licensors”.

Spielwarenmesse gains in importance

The Spielwarenmesse has become even more important as an industry event. Many exhibitors regard it as a decisive marketing instrument. Thus, 90 percent of previous exhibitors plan to participate again in 2020.

“The hours at the Spielwarenmesse in Nuremberg are the most important hours of the whole year for our business,” says Astrojax President Larry Shaw. “We are very excited and grateful that we have been included in the TrendGallery this year with so many other beautiful products”.

Jürgen Huck from the family business of the same name is one of 21 exhibitors from the very beginning: “We are more than proud and very happy to be represented at the Spielwarenmesse for the 70th time”.

“The Spielwarenmesse is the fair for us. If you are represented here as a toy company, you don’t need to exhibit anywhere else,” says Rolly Toys CEO Frank R. Schneider.

“We cannot directly influence market conditions, but we can act in a future-oriented way. That’s why we’re delighted to be the leading trade fair for the industry in terms of quality for exhibitors and trade visitors and to approach the coming years with the same vigour”, Ernst Kick, CEO of Spielwarenmesse eG.


You might be also interested in:

Spielwarenmesse 2019 – Highlights and industry news

Toy Award: These are the four best new products at the Toy Fair


Link: The 71st edition of the Spielwarenmesse will take place from 29 January to 2 February 2020 in Nuremberg.

Image: Spielwarenmesse