75th Anniversary: Congratulations from Axel Kaldenhoven

Axel Kaldenhoven knows what it feels like to be on the verge of victory, only to be knocked out at the last moment. This has never happened to him personally, however. Quite the opposite: as Managing Director, he has continuously developed Schmidt Spiele GmbH in terms of positioning, portfolio and brand. The figures are positive, and the balance sheets show a consistent upward trend. 
However, Axel Kaldenhoven is Mister Ludo (Mister Mensch ärgere Dich nicht). The dramatic knockout just before the finish line is part of the game's principle. The cult classic, known as Ludo or Aggravation, has celebrated its 111th anniversary in 2025. It remains Germany's favourite board game, not least thanks to Kaldenhoven's skilful brand management. The formula for the game is: Eighty per cent luck, twenty per cent skill. For Axel Kaldenhoven, however, it’s the other way round. He is one of those industry figures who shape rather than merely manage, doing so with nonchalance, good humour and an in-depth knowledge of markets and brands.

Mr Kaldenhoven, you are considered a master of perfect brand management. What does the red rocking horse symbolise for you?

Axel Kaldenhoven: The red rocking horse in front of the Frauentor Tower creates a unique and unforgettable image. The Frauentor Tower, which is part of the historic city wall, welcomes all guests arriving from the station. The rocking horse, in turn, represents carefree childhood memories, tradition and security, as well as dynamism with its implied rocking motion. The logo is timeless because it is so clear and unadorned. Created by graphic artist Viktor Kaltenbach for the second event, it still has the same radiance as Spielwarenmesse itself. It makes a striking statement: the playful element in front of the city's prominent tower symbolises the special relationship between Nuremberg and Spielwarenmesse, and vice versa. The two are inextricably linked.

You have managed Schmidt Spiele GmbH for 28 years and have been attending Spielwarenmesse for at least as long. Which Spielwarenmesse moments have particularly stayed with you?

Axel Kaldenhoven: Where do I start? Every Spielwarenmesse is special in its own way. There are so many highlights, particularly at the Press Preview, formerly known as the New Product Show. There were celebrities present and an incredible amount of media attention. It's really hard for me to single out one particular event. What I will never forget, however, is a very special turning point: the first Spielwarenmesse after the break caused by the pandemic. Two events had to be cancelled due to the pandemic. At the time, the trade fair team created Spielwarenmesse Digital, which allowed us to keep in touch, showcase new products and arrange meetings. However, we soon realised that something vital was missing: personal encounters. So when we were finally able to hold the fair in person again in 2023, the atmosphere in the halls was incredible — it was deeply moving. It was a reunion after three years. We – by which I mean the entire industry family – all felt how much we had missed the exchange. There was an unparalleled sense of new beginnings. You have to imagine that Spielwarenmesse is a trade fair where seasoned managers were embracing each other in the aisles in 2023. I will never forget that. You could really feel the spirit of this fair.
 

In 2024, you made headlines with a remarkable campaign: you sent a “Mensch ärgere Dich nicht” game to the then Federal Minister of Education, Bettina Stark-Watzinger, as well as to all 16 state Ministers of Education. What prompted you to launch this initiative?

Axel Kaldenhoven: The reason I started my campaign was the latest education report from the Leibniz Institute. It was alarming. The result was that many children and young people were not meeting the minimum standards in German, reading and mathematics. Hamburg’s former Senator for Education, Ties Rabe, advised parents to spend more time playing with their children. He said: 'For example, hardly anyone plays "Mensch ärgere Dich nicht" anymore, even though children learn to count in a playful way when rolling the dice,' he said in a Bild report. This gave me an idea. I wanted to raise awareness at a political level and demonstrate that playing is always learning. We are not an educational games publisher, but even when playing our classic 'Mensch ärgere Dich nicht', children learn.
They count, they have to concentrate to knock out their opponents and they practise social interaction. They experience winning and losing. That’s part of life. This is what the game's title, Mensch ärgere Dich nicht ("Don't Get Angry"), implies. We should all play much more often – it would improve our social interaction.
 

You are not only involved in educational and social contexts, but have also been a member of the Supervisory Board of Spielwarenmesse eG since 2005, and have served as its Chairman since 2018. What are your responsibilities in this body?

Axel Kaldenhoven: The Supervisory Board itself is a controlling body of the cooperative. Its task is to advise the Executive Board, but also to monitor whether the Executive Board is managing the company properly. The Supervisory Board reviews expediency and cost-effectiveness. And, very importantly, it also looks after the company’s long-term profitability.
As Chairman, I also chair and convene meetings in addition to these responsibilities. It is a responsible, but also an exciting and fulfilling role. In this function, I am also a sparring partner for the Executive Board. We have a shared goal: to move the cooperative forward. We develop Spielwarenmesse’s business model together by discussing and approving investments and acquisitions. The founding of Spielwarenmesse’s international subsidiaries, the acquisition of SPIEL, and BRANDmania – these are all part of it. It’s a wonderful task that is very close to my heart.
 

Spielwarenmesse is a cooperative. This legal form was once considered outdated and was supposed to be replaced by a public limited company. Today, cooperatives are making a comeback. What is the benefit of this legal structure?

Axel Kaldenhoven: Axel Kaldenhoven: 'The key point is that people come first in a cooperative.' Spielwarenmesse is run for its members. That’s how it has always been, and that’s how it will always be. Every member has one vote in the cooperative, regardless of whether a company is a global player, family-run, or a small manufacturer. In a public limited company, it's the shareholders who come first. The PLC is solely capital-oriented. The shareholder with the most shares calls the shots. In my view, the cooperative model is currently experiencing a renaissance. With their focus on sustainability, democratic participation and regional roots, cooperatives are proving to be a contemporary response to current political and social challenges.

Is there an example of forward-looking, democratic action by the Spielwarenmesse cooperative?

Axel Kaldenhoven: Yes, there is. A few years ago, there was repeated discussion about whether dividends should be paid out to the members. And the majority always decided against it, which proved to be very farsighted. Then came the coronavirus pandemic. Two years without income. Salaries, rents – everything still had to be paid. If dividends had been distributed, the coffers would have been empty – and Spielwarenmesse would have been insolvent.
 

Is there an incident from your Spielwarenmesse past that still makes you smile?

Axel Kaldenhoven: At every Spielwarenmesse, there are incidents that you can put down to mishaps and misadventures, which you still find highly amusing years later when you're alone. But one event will remain unforgettable for me, even though I didn’t witness it myself. When we presented the game Kakerlaken Duell at the press preview in 2017, we hired the actress Desiree Nick to present it. She was going to present the game to the media dressed as a cockroach. Who could do that better than Desiree Nick? The entertainer truly outdid herself. Even on the plane, which couldn’t land due to black ice. In her inimitable and rather indiscreet way, she pointed out to the pilot that he absolutely had to land immediately because she had an important appointment at Spielwarenmesse. I know all about it because Hans Jörg Iden, a good friend of mine, was on the same flight and told me everything in detail. I can still picture her explaining to the pilot that black ice or not, he simply had to land the plane. Hilarious!
 

It will soon be that time again: imagine it’s 9 a.m. on the first day of the fair. What is the first thing you do?

Axel Kaldenhoven: I greet the first customer or supplier of the day, then have appointments every half hour until the end of the day. I work through my schedule. It may sound terrible and mundane, but it isn’t. I love it. I only see my business partners twice a year, so I make sure I am well prepared and show each one my appreciation despite the tight schedule. I prefer it when the day is fully planned. There’s nothing worse at a trade fair than sitting around at the stand waiting for customers. I hope that never happens to me. Although, one day I caught the Coronavirus and had to work from home. As I had no symptoms, I was able to keep my appointments virtually. I sat in my study in front of the computer, working through my daily schedule. In the evening, my wife said to me: 'You talk all day long. It's unbearable.'
 

And how do you prefer to end your days at the fair?

Axel Kaldenhoven: Trade fairs are all about communication. I attend events, such as the RedNight or the ToyNight, but I also really enjoy spending time with my team, reviewing and rounding off the day together. I want to spend the evening with the people who contribute to our success. Meeting many acquaintances, having good conversations, feeling that sense of community – that, for me, is part of a successful day at the fair.
 

What are your wishes for Spielwarenmesse on its 75th anniversary?

Axel Kaldenhoven: I wish Spielwarenmesse every success. I would be delighted if all our goals and wishes came true, and I include the Spielwarenmesse exhibitors in that. Above all, however, I wish for us all to live and work in good health and peace. I hope that we are all aware every day of how grateful we can be for that. And that we recognise that this is not something to be taken for granted.
 

About the Author

Sibylle Dorndorf has been covering the toy industry for almost 30 years. The journalist last worked as the editor-in-chief at the TOYS family of magazines of the Göller Verlag publishing house from Baden-Baden, Germany. Her passion: Companies that reinvent themselves; brands that credibly position themselves; people who have something to say; and products with a future