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Nuremberg, Germany

Spielwarenmesse International Toy Fair


Spielwarenmesse - world’s biggest toy fair closes with strong increase in visitors

  • Number of international visitors rises to 58 percent
  • 2,857 exhibitors present one million products in Nuremberg

Spielwarenmesse kicks off a year brimming with innovations

  • Number of international visitors rises to 58 percent
  • 2,857 exhibitors present one million products in Nuremberg


The toy world knows that the widest, most creative product offering is to be seen at the Spielwarenmesse, thus the number of international buyers at this year's trade fair rose to 58 percent. Around 70,084 trade visitors (2014: 75,888) worked their way through the innovative products presented in Nuremberg by the industry. Retailers appreciated the TrendGallery as a transnational platform for planning their ranges amid the huge variety. In Nuremberg they encountered a record-beating offering by a total of 2,857 manufacturers (2014: 2,748) from 67 countries. The next Spielwarenmesse takes place from 01-06 February 2017.


Since the date did not coincide with the Chinese New Year, more Asian buyers were in attendance. However, the current economic and political situation also impacted on the Spielwarenmesse. Due to the concentration in the retail trade, fewer German retailers visited the fair. Exhibitors also clearly noticed the decline in Eastern European buyers (51 percent fewer Russian trade visitors). However the number of customers was just fine, in the opinion of Manfred Holl, Managing Director, Dickie-Tamiya Modellbau GmbH & Co. KG: "All the main customers were there, even if we did note that their teams were smaller."


Spielwarenmesse fulfils its pivotal role between makers and retailers with bravura. After all, 35.1 percent (2014: 32.1 percent) of buyers attend no other fair. 78.3 percent (2014: 68.7 percent) of trade visitors rated the benefits of attending the fair as very high or high. And 78 percent (2014: 77.3 percent) were extremely happy with the overall impression of the fair. This feeling is shared by 81 percent (2014: 81.1 percent) of exhibitors. Ernst Kick, Chief Executive Officer, Spielwarenmesse eG, is particularly interested in the intention of 90 percent (2014: 90.8 percent) of exhibitors to come back again: "We are all delighted to have created a marketing platform that is positively rated by our exhibitors on a regular basis."


Hermann Otten, Managing Director, Ravensburger Spieleverlag GmbH, emphasised this year's innovative diversity as one of the three factors of a successful fair: "In Nuremberg retailers found great products for their businesses, Spielwarenmesse provided a fantastic setting for meeting customers, not to mention excellent service". The latter included the supply of product information to help retailers identify innovations and trends. Trade visitors made intensive use of the TrendGallery in Hall 3A to get up to speed on trends. In 2016 products for inquisitive young minds (trend: Little Scientists), creative products that encourage individuality (trend: Express Yourself) and toys with electronic refinements (trend: Beyond Reality) are popular.


The new lifestyle and trend article offering meets a growing demand, as Elke Brunne, Managing Director, MuKK GmbH, demonstrates in Münsters Ungewöhnlichem Kinderkaufhaus: "Lifestyle and trend items are becoming more and more important. When families come into the shop, they are all looking to be served. I can't just appeal to the children, but have to think about Mum or Dad as well." In-depth contact with retailers is appreciated by Angeliek Clercx-de Jager, owner of Souza for kids. Exhibiting at the Spielwarenmesse for the tenth time, she welcomes the extra area for lifestyle and trend articles: "Spielwarenmesse is simply an amazing energy boost."


Succinctly summarising the sentiments of trade visitors, Rolf Niermann, Managing Partner, Niermann Standby e.K. comments: "Nuremberg is the Spielwarenmesse and the Spielwarenmesse is Nuremberg. The emotional bond linking fair and city is unique in the world". The people of Nuremberg certainly experienced it as they enjoyed the European record-beating Toon Walk during this year's city centre events programme. A total of 205 mascots and walking acts took part in the crazy comic parade through the pedestrian precinct to make Nuremberg the European title-holder.



There are plenty of reasons to join us FOR THE SPIELWARENMESSE TOY FAIR Trade Fair .

You will meet knowledgeable industry leaders who will address a range of topics, link informative strategies for building your business, and learn how European demographics and psychographics differ from those in the U.S.

Put simply, if you want to tap into the vital European business market, you need to be at the SPIELWARENMESSE TOY FAIR Trade Fair and Trade Show with TTI Travel, the Trade Fair Travel Specialists!




TTI Travel International Trade Fair Travel Tips


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