Into the spotlight: Apply now
Specials with a “wow” factor set the stage for companies and products
Exhibitors at the Toy Fair encounter an international audience of industry professionals who need to gain as comprehensive an overview as possible of trends and new products within a very limited time frame. Given this, even the most attractive booth is no guarantee that visitors will actually find you. This is exactly where the Specials come in. The curated Special Areas create a prominent setting. They draw attention to the product context and thus generate extra visibility in addition to your own booth area.
Become visible where people are searching
The idea behind it is simple: Exhibitors showcase selected products not only at their own booths but also in a special area within a specific thematic context that relates to the product or falls under a broader theme. Visitors who are specifically looking for certain trends or special topics will thus come across offerings they might otherwise have missed. The effect goes beyond mere visibility. Those who actively seek out information on trends and new products have a concrete interest. This makes it easier to strike up a conversation and increases the chance that an initial contact will develop into a business relationship.
Specials of the 2027 Spielwarenmesse
A “Special” is a selection of products curated by the Spielwarenmesse team and displayed in a dedicated area that showcases a specific theme. Participation in a Special requires an application. The products are selected by Spielwarenmesse—often in collaboration with industry experts.
Participation in a “Special” is free of charge. In return, the selected exhibitors agree to provide a fully functional and demonstratable product for the special area.
ToyTrends 2027 – Inspiration for Retailers
At the Entrance Mitte, ToyTrends invites visitors to explore. Here, you can see what will shape the toy industry in 2027 and what might be on store shelves tomorrow. The renowned international TrendCommittee has selected two trends for 2027 that will set new directions: Beyond Limits and License to Play.
Beyond Limits
Play heals, nurtures, and strengthens. What at first glance may seem like a mere pastime actually possesses therapeutic power: Specially designed toys stimulate motor skills, improve concentration and memory, sharpen the senses, and foster emotional connection—at every age and in every life situation.
License to Play
Today, inspiration for new toy worlds no longer comes solely from movies and television—it originates directly on the internet. A GIF of a pink cat becomes a global licensed brand. A pygmy hippopotamus from a zoo video captivates millions, and collectible figures follow shortly thereafter.
At the same time, established franchises are more prominent than ever. Pokémon engages children simultaneously through a trading card game, an anime series, and plush toys. Star Wars introduces new products with every Disney+ series. Minecraft, Bluey, and One Piece reach fans through streaming, gaming, and social media all at once—and continuously create opportunities for purchases without having to wait for individual movie releases.
About ToyTrend 2027 License to Play
Showcase your relevant products in the ToyTrends special and apply by November 23, 2026!
Wir waren 2026 dabei: Buki France
Aurore Lambert, Export Manager Buki France: „The Spielwarenmesse is the only moment in the year when we can meet all our customers from the entire world. The atmosphere of the fair is very nice and our customers are showing always a very positive interests to our new products. The Toy Specials are always very interesting and enables us to get more visibly. We had two products in the ToyTrends area and one product in the Toys for Kidults area. Lots of customers told us that they saw our products and they were well displayed in t he area.“
Toys for Kidults – A Lifetime of Fun with Toys
Sales of “kidult” products are on the rise worldwide. At the Spielwarenmesse, the “Special Toys for Kidults” section showcases an inspiring selection of products and brands for the growing target group of adult toy enthusiasts. The interactive experience zone, spanning 260 square meters in the Central Entrance, attracts trade visitors, media representatives, and influencers, and offers exhibitors a platform to showcase their “kidult” products. The range—from collectibles to creative fantasy, retro, and tabletop games—reflects the diverse interests of kidults and ensures maximum visibility among an international trade audience.
Make your product a Special at "Toys for Kidults”—apply by November 23, 2026!
Wir waren 2026 dabei: Randimals
Nick Harman, Co-Founder Randimals: „It was a great show for Randimals. We got lots of great exposure from the Toys for Kidults area showing of Mega Hork. Thank you. It drove a lot of traffic to our stand along with the Toy Pitch presentation.“
Sustainable Collection – Experience Sustainability
With the Sustainable Collection, Spielwarenmesse highlights the importance of sustainable toys and demonstrates how innovation and responsibility fuel each other. On display are products that not only bring joy but also make a positive contribution to the environment and society.
Raising Awareness
• A special label at each exhibitor’s booth directly highlights products that are part of the Sustainable Collection.
• In the New Product Gallery in Hall 3A, sustainable products from the Sustainable Collection are specially highlighted with a distinctive label.
• These products also stand out online: All selected products are gathered and clearly presented in the Sustainable Collection on Spielwarenmesse Digital.
Benefits of a Special Participation
• Maximum visibility: Draw targeted attention to your company and generate more traffic to your booth.
• Additional touchpoint: Create another valuable point of contact with trade visitors, media representatives, and content creators.
• Exclusive media presence: Benefit from additional promotion of the Specials through the Spielwarenmesse’s official channels, such as press releases, the main press conference, social media posts, and the online magazine Spirit of Play.
• A magnet for content creators: Use the featured theme of the secondary placement to specifically spark interest in your product among journalists, bloggers, and influencers.
ToyAward – The Spielwarenmesse Innovation Award
Every year, thousands of new toys hit the market—colorfully packaged and heavily advertised. But which ones truly deliver on their promises? The ToyAward provides the answer. An independent, international jury of experts from the retail, scientific, educational, and safety testing fields tests and evaluates hundreds of submissions each year—based on clear, transparent criteria. Only the products that impress the jury in every respect make it into the circle of finalists and winners. For consumers, this means that if a toy bears the ToyAward seal, you can rely on the experts’ evaluation when buying it or giving it as a gift.
Wir waren 2026 dabei: Diamond Art Club
Jennifer Chu, Vice President of Strategic Partnerships Diamond Art Club: „Exhibiting at Spielwarenmesse is key in our international expansion strategy. Its central location is convenient to reconnect with old friends and explore new partnerships with those seeking innovation. As a sophomore exhibitor, we were honored to be selected for ToyPitch, ToyTrends, and Toys for Kidults programs – which brought much visibility to our brand & products. We look forward to 2027!“
Special: Sports, Leisure, Outdoor – Ready for New Customer Segments
Sports and outdoor products are among the top sellers in retail and are trending worldwide. In the Special Area for Sports, Leisure, and Outdoor in Hall 7A, manufacturers and brands will showcase innovative sports and outdoor solutions across more than 400 square meters. Highlights include kick scooters, stunt scooters, and balance bikes for urban use; trampolines for gardens and clubs; and multifunctional climbing and balance systems. The area features a test track for vehicles, scooters, and ride-ons, as well as testing facilities for recreational and ball games.
Exhibitors at the Spielwarenmesse can apply online to showcase up to three products in the Special Area for Sports, Leisure, and Outdoor.
A successful application includes:
• a complimentary secondary placement at the Spielwarenmesse 2027
• an additional presentation on Spielwarenmesse Digital
More Information and Registration for the Sports, Leisure, and Outdoor Special
Wir waren 2026 dabei: Planet a Games
Jonas Hufer, founder and CEO, Planet a Games: "„The Spielwarenmesse in Nuremberg is the central meeting point for our industry. Networking formats such as the RedNight offer ideal opportunities to make new contacts and expand our network. We are particularly delighted that our product is being showcased in the Special Toys for Kidults. Thanks to its central placement at the Entrance Mitte, our product benefits from exceptionally high visitor frequency and maximum attention." “
Plan Ahead Now
The number of spots for curated specials and paid secondary placements is limited. Exhibitors who wish to effectively expand their presence should be sure to get information and register early.
What’s New Guide – The Spielwarenmesse Trend Compass
The Spielwarenmesse “What’s New Guide” is the central product and new-product guide that helps trade visitors navigate the exhibition grounds in Nuremberg. The editorial team selects new products and compiles an annual trend guide for the Spielwarenmesse. The guide is published in print for the Spielwarenmesse and is also available digitally.
Submit your new product for editorial coverage in the “What’s New Guide.”
Alternatively, you can also book an ad.
Wir waren 2026 dabei: KJSFtoys tapitouf
Karine Fassel, General Manager tapitouf: „We had a good attendance level at our booth and being part of the ToyTrend area enhanced our visibility on the Spielwarenmesse.“
PressDay – Visibility Across All Channels
Press Day puts the spotlight on new products—an exclusive opportunity to generate excitement among the media and content creators for your own products and to strengthen your trade show presence right from the start. Press Day at the 2027 Spielwarenmesse will take place on the first day of the trade show, Tuesday, February 2, 2027, at the Nuremberg Exhibition Center.
Ways to Participate in Press Day
· ToyPitch at the Toy Business Forum in Hall 3A
· BusPitch departing from the"Eingang Ost"
· Exhibitor presentations directly at their respective booths
Maximizing Visibility at the Spielwarenmesse
With a diverse range of special offers and secondary placements, the Spielwarenmesse helps its exhibitors effectively increase their visibility before, during, and after the trade show and generate targeted attention among trade visitors and influencers. Participants in these services benefit from the Spielwarenmesse’s extensive reach.
Überblick über die Reihe Ab ins Rampenlicht
Part 1 Overview of Specials and Presentation Options
Part 2 Apply for curated specials and presentation opportunities (see text above)
Part 3 Sign up for the following trade show appearances, special events, and experiences. [Published on November 3, 2026.]
About the author
Sibylle Dorndorf has been writing about the toy industry for over 30 years; most recently, she served as editor-in-chief of the TOYS magazine family at Göller Verlag in Baden-Baden. Her passions include companies that are reinventing themselves, brands that position themselves authentically, people who have something to say, and products with a promising future.
