Marketing & Advertising
Maximize your visibility at the world’s largest toy fair
With our wide range of marketing services, we support you in effectively increasing your visibility before, during, and after the fair. Take advantage of our proven marketing services to specifically attract the attention of trade visitors and multipliers, and benefit from the strong reach of Spielwarenmesse.
Your products in the spotlight – Specials by Spielwarenmesse
In addition to your stand, the Specials by Spielwarenmesse offer you the opportunity to present selected products at central, thematically appropriate hotspots throughout the exhibition grounds. This way, your innovations gain additional visibility and specifically attract the attention of visitors and media.
New Product Gallery
Hall 3A • ca. 350 m²
The go-to spot for product scouts – Showcase your new products in a dedicated display area. The New Product Gallery is one of the fair's most visited areas and gives you a professional platform to present your products in addition to your main stand.
- Showcase presentation in Hall 3A
- High visitor frequency guaranteed
- Professional product staging
Limited number of premium showcases available.
Sustainable Collection
Sustainability in focus
Highlight your sustainable products: With the Sustainable Collection, your toys are made visible to visitors directly at your stand and online. Benefit from additional attention and clear identification as a sustainable highlight of the fair.
- Visibility at the stand and online
- Clear identification as sustainable product
- Media attention guaranteed
ToyAward
The Spielwarenmesse Award
Submit your products for the ToyAward - The most compelling new products at the fair are honored annually in six categories. Finalists and winners receive a free presentation at the ToyAward stand and extensive materials for marketing activities.
- Free registration
- Six categories to choose from
- Significant media attention
Toys for Kidults
Interactive experience area across 260 m²
Being a kidult isn’t a matter of age, it’s a lifestyle. It’s about the joy of playing, collecting and discovering. Reach the growing target group of adult toy fans in the interactive experience area for Collectibles, Creative Fantasy, Retro and Tabletop Games. A key growth market with strong purchasing power.
- Interactive presentation opportunities
- Prominent placement at Entrance Mitte
- Target group: Adults aged 18 to 100
- High media attention
ToyTrends
Coming soon
From early October, we’ll present the ToyTrends 2027. Align your portfolio with the trend themes and secure visibility in the ToyTrends Special.
- Two current trend themes
- Free application possible
- High media attention
Sport, Leisure, Outdoor
Halle 7A • Testing area
Present your latest sports, leisure and outdoor products in this Special by Spielwarenmesse – the hotspot for active experiences. The activity area allows visitors to try out your products first-hand.
- Action area for trying out
- Hall 7A - central location
- Live demonstrations possible
Advertising measures on the exhibition grounds
Increase your visibility strategically throughout the entire exhibition grounds
With our bookable advertising opportunities, you specifically increase your visibility on the exhibition grounds and create optimal conditions for a successful trade fair appearance among over 57,500 trade visitors from 126 nations.
We are happy to support you in developing customized advertising opportunities that match your goals and budget.
Personal consultation:h.roeschlein@spielwarenmesse.de
Advertising in our digital media
Benefit from the strong digital reach of the Spielwarenmesse. Use our digital platforms to strengthen your presence and make your brand visible worldwide and all year round.
📊 Our digital reach*:
- Over 300,000 page visits in our exhibitor directory
- 1.5 million ad impressions in the Spielwarenmesse app and almost 17,187 app downloads
- Over 70,000 subscribers to our newsletter
- Social media reach: 3.8 million impressions
*Figures refer to Spielwarenmesse 2026
Spielwarenmesse Digital
Your digital trade fair presence – 365 days a year
Expand your presence beyond the trade fair. Improve your visibility, manage your trade fair leads, and connect with the industry – digitally, flexibly, and effectively. Take advantage of the many opportunities offered by Spielwarenmesse Digital for optimal preparation and follow-up of the trade fair.
Spielwarenmesse App
Mobile reach during the trade fair
20,912 downloads – Present your innovations and campaigns directly in the Spielwarenmesse App. Use targeted push notifications and advertising banners to highlight your brand and communicate relevant information directly to your target group. The seamless integration with Spielwarenmesse Digital ensures seamless lead tracking.
Social Media Channels
LinkedIn • Instagram • Facebook
Over 72,000 followers – Use the reach of our social media channels with over 1,892,682 LinkedIn impressions, 118,463 Instagram reach and 1,839,508 Facebook reach. Present your trade fair appearance, share innovations and increase your brand awareness in the international toy industry.
Newsletter
Monthly reach among trade visitors
25,553 newsletter subscribers – Reach your (new) customers directly through a target group-specific article in the monthly newsletter of Spielwarenmesse. Present your innovations, company news or trade fair activities and benefit from the high open rate of our qualified B2B target group.
Online magazine
Editorial articles in the industry magazine
The leading online magazine of the toy industry – Use the opportunity to present your topics in a targeted manner with an editorial article in the online magazine 'Spirit of Play'. Position yourself as a thought leader in the industry and reach trade visitors with high-quality content marketing.
Would you like personal advice?
Not sure which measures are best suited to your goals? Or do you have specific requirements? Our team would be happy to advise you personally and work with you to develop the ideal marketing strategy.
