Product groups

Lifestyle Products

Unique opportunity to tap into new distribution channels in the toy industry.

Fashion and accessories for children are an integral part in the toy retail and toy shops. As with many consumer goods, individual lifestyles and current trends are a decisive factor which toy customers purchase. With Lifestlye Products at the Spielwarenmesse you have the opportunity to discover new contacts and markets for a promising product group.

The product group at a glance

  • 80 exhibitors from 22 countries on an exhibition area of 5,500 m²
  • Attractive add-on range for visitors to the Spielwarenmesse
  • Prominent placement at the exhibition site
  • A segment with a promising future: trend towards design in children’s bedrooms

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



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 articlessustainable 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.

Your contacts:

For returning exhibitors

Sophia Spindler

Junior Project Manager

For new exhibitors

Natalia Kalberlah

Sales Manager