Gary Symons
TLL Editor in Chief
Spielwarenmesse is expecting another big year at the world’s largest annual toy fair as it marks its 75th year of operations.
“Feedback from the industry has been extremely positive,” said spokesperson and executive board member Christian Ulrich. “We are seeing enormous interest from exhibitors; the exhibition space is almost fully booked. In addition, in many conversations with retailers and buyers, we sense huge anticipation for the upcoming Spielwarenmesse. This is because it will be marked by its 75th anniversary, which we will be celebrating together with the global toy community.”
Ulrich expects interest will grow rapidly over the next month, as Spielwarenmesse launches a media and social media campaign to highlight this major landmark.
“To get everyone in the mood, a social media campaign and the online magazine ‘Spirit of Play’ will provide insights into the history of the Spielwarenmesse, sharing exciting facts and informative background reports from 13th of November onwards,” Ulrich revealed. “During the event itself, we invite visitors to explore our celebrative offerings, from an interactive exhibition to numerous other exhibitor activities throughout the venue.”
The toy fair will also be putting on an even bigger party than usual for exhibitors and attendees, with events that extend well beyond the conference center walls.
“We will also be celebrating the anniversary with a big firework display and by illuminating the center of ToyCity Nuremberg in anniversary red,” Ulrich said. “Another highlight is the Value of Play Conference, which is taking place for the first time.
“Experts across a variety of fields, such as education and ludology, will shed light on the various aspects of the value of play in lectures and panels, featuring contributions on play in education, teaching social and emotional skills, kidults, and the role of play in extreme situations such as war zones.”
Ulrich says the event organizers have taken lessons from the COVID-19 years, in which industry workers couldn’t really interact personally due to pandemic restrictions. The Spielwarenmesse, like most other events, had to be cancelled during the pandemic and replaced with an online-only event, but Ulrich says the experience just highlighted how important it is to interact in person.
“Live experiences play a central role in the toy business in particular,” Ulrich explained. “The industry wants to experience products with all the senses. In addition, personal interaction creates the basis for trusting business relationships.
“That’s why we have designed new interactive special areas where trade visitors can try out products directly.”
For example, Ulrich says board games and collectibles can be tested at Toys for Kidults while at the fair’s Special Sport, Leisure, Outdoor area there will be bicycles and ride-ons available for a test drive.
Spielwarenmesse has also further expanded networking opportunities, such as the RedNight on the Thursday of the fair, during which exhibitors invite visitors to attend parties at their booths and exhibit stands.
“Last but not least, we have further enhanced the flair and experience of the Spielwarenmesse itself through various activities,” Ulrich says. “These include a pickleball area and live bands, which will create a great atmosphere every day during the networking break in our Toy Business Forum knowledge area.”
The Spielwarenmesse toy fair runs this year from January 27 through January 31. You can find out more or register as an exhibitor or attendee at www.spielwarenmesse.de/en