Product groups

Technical Toys, Educational Toys, Action Toys

Largest product group at the Spielwarenmesse with a high level of innovation & substantial number of visitors

The most extensive product group at Spielwarenmesse brings together big brands as well as innovative new exhibitors from all parts of the world. Including construction kits and system toys for role playing, all market leaders in this product area regularly exhibit at the Spielwarenmesse.

The product group at a glance

  • Large number of key players and important brands represented
  • High proportion of toys with a learning effect
  • Visitor magnet due to the product group’s growth and evolution
  • Product group takes up three halls at the Spielwarenmesse
  • 445 exhibitors from 43 countries on an exhibition area of 23,500 m2

The Spielwarenmesse is a must, I have been attending it every year since 1963 already. This is where I see the latest trends – and the best thing is that I can see and experience all innovations from brandname and mass producers by attending the one fair.

Renato Casagrande, CEO, Leluliike Casagrande AG, visitor from Finland

The Spielwarenmesse is the leading international trade fair and is thus the ideal platform for customer acquisition and maintenance as well as the presentation of new products.

Marcus Keller, CEO fischertechnik GmbH, exhibitor from Germany


In this product group you will find amongst other things

  • Technical Toys
    Play vehicles; Metal toys; Plastic toys; Building and construction toys; Battery-powered vehicles; Other technical toys

  • Educational Toys
    Educational toys; Teaching toys; Knowledge games; Optical toys; Musical toys/instruments; Clocks and watches; Playmats; Therapeutic and push toys; Toys for people with special needs; Other educational toys

  • Action Toys
    Play and action figures; Model figures (e.g. Indians, knights, animals) and accessories; Theme worlds (castles, circuses, farmyards, etc.); Buildings (garages, car parks, etc.); Soap bubble toys; Edible plasticine; Other action toys

  • Licensed articles, sustainable products and products for people with special needs complete the product portfolio.


  • Toy shops
  • Drugstores, supermarkets, department stores
  • Food retailers, discounters
  • Mail order business, online shops
  • Electronics  retailers
  • Leisure parks, theme parks
  • Social and public institutions, nursery/school outfitters


Technical toys
The technical toys product group is extremely multifaceted with its wide range of toys. Building and construction sets, marble runs and metal toys span a broad field together.

Educational toys
Children improve their understanding of their environment through toys. Parents looking to help their children to develop their abilities even more effectively and purposefully often turn first to educational and technical toys. Such toys are usually adapted for different age groups and, for example, are made easier for smaller children to understand or more complex and demanding for older kids. With stable growth prospects in the global market, this group can position itself broadly and internationally.

Action toys
Collectibles go down a treat with film fans, while our ever-growing need to express ourselves and externalise our attitudes and preferences can also be seen in the sale of collectible figures. For various licences such as the Lord of the Rings and Harry Potter, there are figures big and small for enthusiastic fans.

[Translate to Englisch:] Niklas Renner

Niklas Renner

Project Manager




[Translate to Englisch:] Sabrina Hermann

Sabrina Endres

Senior Sales Manager