Product groups
Lifestyle Products
Unique opportunity to tap into new distribution channels in the toy industry.
The lifestyle product category is a key component of the Toy Fair, encompassing fashion and accessories for children. These items are a staple in the assortments of many toy retailers and other stores. As with other consumer goods, individual lifestyles and current trends play a crucial role in product selection. Licensing themes are central to this category: movies, TV shows, and video games inspire unique toys as well as everyday products like decorative items, collectibles, and accessories. The market for lifestyle products is dynamic due to the constant updates of items, making them particularly attractive for retailers, especially for short-term promotions. Many toy retailers have recognized this trend and are expanding their product portfolios with these revenue-generating items.
The product group at a glance
- The product group includes a wide range of fashion and accessory products for children, which are an integral part of the product range of many toy retailers and other stores
- Individuality and current trends are decisive for the consumption of toys. Many lifestyle products at the fair reflect these trends and enable exhibitors to appeal to trend-conscious customers
- The trend is towards stylish and sophisticated design in the children's room. The lifestyle segment caters to this demand and is thus positioning itself as future-oriented and fast-growing
What our participants are saying
Smaller retailers in particular are going to find lifestyle an ever more important way of differentiating themeselves. It‘s really important to my business success that I attend the Spielwarenmesse to reposition myself and get new ideas for the future. Nowhere else will you find so many ways to discover new things in one place.
Marion Korte, Owner, Mama & Co. Dress in Style, visitor from Germany
It certainly has been a very well organised fair. It makes it unique because the world of toys is well established. It has a strong global market and we just think the lifestyle element will compliment the focus on toys and it brings an audience to Santoro that we have not really tapped into before. Buyers are certainly very diverse and different. There is a good cross section between the retailer, distributor, potential licensees, manufacturers, it’s very good.
Goddie Quaye, Sales Director, SANTORO, UK
Meet these and many other brands
Products
In this product group you will find amongst other things
- Fashion & Accessories
Hair jewellery; Chains and pendants; Bracelets; Rings; Wristwatches; Glasses and accessories; Cosmetic articles; Perfumes; Scarves; Headgear; Bags and rucksacks; Cases & walltes; Umbrellas; Mobile phone & laptop accessories; Glitter tattoos - Home & Decoration
Children's room furnishings; Lighting, lamps and accessories; Seasonal decoration articles; Crockery and cutlery; Candles, tea light candles; Clocks, alarm clock; Placemats and napkins; Storage Box; Mirror; Poster, pictures; Carpet, floor mat; Wallpaper and wall stickers; Garden accessories; Home accessories; Kitchen accessories; Picture frame - Textiles
Bed equipment; Home textiles; Kitchen textiles; Bathroom textiles - Gift Articles
Key rings; Photo and autograph albums; Sugar confectionery and chocola; Gift packaging; Money boxes & figures; Souvenir articles; Baking sets - License articles, sustainable toys and toys for people with special needs complete the product portfolio.
Visitor groups
- Toy shops, stationery shops
- Drugstores, supermarkets, department stores
- Food retailers, discounters
- Mail order business, online shops
- Gift shops and craft stores
- Licensors, licence agencies
- Furniture stores, retailers of decorations
Target group – How is the market
Lifestyle products serve as an outward expression of our attitude to life. Current trends are often seized upon for this. That is why licensing themes are very important for the toy trade. Films, TV series and even video games, such as Star Wars, Paw Patrol and Fortnite, provide inspiration for original toys and everyday products such as decorations, collectibles and accessories. As the market for lifestyle products is always in flux given the topical nature of these items, they are especially appealing to retailers for short-term promotions. Many toy retailers have already recognised this and are supplementing their product portfolio with strong sellers in the area of lifestyle products.
