Into the Spotlight - Part 3: Book Your Spot
Create additional touchpoints through specials and experiences
By Sibylle Dorndorf
Innovations, trends and special topics take centre stage: with purchasable secondary placements, Spielwarenmesse showcases selected products and new releases at carefully chosen hotspots. Companies position themselves as trendsetters and captivate new target audiences. Exhibitors elevate their trade show presence to a new level. Products are presented effectively across themed worlds. Trying out products on site enables retailers to gain immediate product experience, whilst exhibitors benefit from targeted product presentation.
New Product Gallery – Innovative new releases in the spotlight
The New Product Gallery in Hall 3A is the premier stage for innovations. Exhibitors have the opportunity to showcase their trade show novelties with an exclusive secondary placement in one of the attractive showcases across more than 400 square metres of exhibition space. The displayed product should represent a trade show novelty, meaning it is being presented for the first time at Spielwarenmesse.
Experience Area – Spotlight on tomorrow's talents
Exhibitors can create even more direct touchpoints with visitors through an additional interactive space in the transition between Hall 1 and 3C. With hands-on activities, live demos and gamification ideas, dwell time and qualified contacts increase. This is how your brand becomes an experience.
RedNight – Networking for more business
At RedNight, the trade show grounds vibrate with networking energy. On Thursday, 4 February 2027, after the trade show closes, exhibitors invite trade show visitors to their stand parties. A great opportunity to deepen business relationships in a relaxed atmosphere and forge unexpected contacts.
- Additional visibility: New releases take centre stage and stand out from the competition.
- Greater reach: A secondary placement makes products discoverable across a wider thematic environment.
- Qualified contacts: Visitors actively searching bring genuine interest with them.
- Strong brand presence: Special areas and formats provide an appropriate framework for products and brands.
StartupArea – Spotlight on tomorrow's talents
Start-ups that have been on the market for a maximum of five years can present their innovative product ideas at Spielwarenmesse by participating in the StartupArea. Across 726 square metres, the international toy industry start-up scene comes together. The StartupArea in Hall 3A offers a unique opportunity to establish customer contacts and open up new sales markets. A comprehensive package tailored for young companies makes participation in up to three trade shows easier both organisationally and financially, enabling the ideal entry into an international business environment.
The number of places for curated specials and purchasable secondary placements is limited. Exhibitors who wish to expand their presence effectively should definitely seek information and register early.
Licences – the heart of trend-conscious toy industry
From Pokémon to Harry Potter, Lego and Barbie – licensed products dominate bestseller lists and create emotional connections that translate directly into sales. Among the strongest drivers in recent years are also franchise classics such as Star Wars, as well as video game worlds like Minecraft, which provide enthusiastic fans and reliable sales impulses across generations.
Spielwarenmesse 2027 offers two options for purchasable secondary placements in the licensing sector:
- Sponsorship in the LicensingLounge powered by BRANDmania. Please submit proposals by email.
- Walking Acts on the trade show grounds.
What's New Guide – Spielwarenmesse's trend compass
The What's New Guide from Spielwarenmesse is the central product and new releases guide for trade visitors to navigate the Nuremberg trade show grounds. An advertisement in the What's New Guide places innovative products and brands directly in Spielwarenmesse's trend compass. The guide is published as a print edition at Spielwarenmesse and is also available digitally.
Booking details in the Marketing & Media Shop of Spielwarenmesse
We were there: 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
At PressDay, new releases take centre stage – an exclusive opportunity to inspire media and content creators with your own products and strengthen your trade show presence from the very beginning. Spielwarenmesse 2027's PressDay takes place on the first day of the trade show, Tuesday, 2 February 2027, at Nuremberg Exhibition Centre.
Participation options at PressDay
- Walking Acts (PressDay only)
- Exhibitor presentations directly at your respective stands
- Application for ToyPitch in the Toy Business Forum in Hall 3A
- Application for BusPitch departure at East Entrance
We were there: TechniSat Digital GmbH / Noinoi
Carsten Lenerz, Product Owner Noinoi: "As newcomers, we are especially pleased about the additional opportunity to gain visibility. Noinoi is part of the ToyTrends and we had the chance to present our story on the big stage at Exhibitors on Stage. Many thanks to the fair for giving a completely new exhibitor this platform!“
Specials and advertising options at Spielwarenmesse
With a diverse range of specials and secondary placements, Spielwarenmesse supports its exhibitors in effectively increasing their visibility before, during and after the trade show, and in generating targeted attention among trade visitors and multipliers. Participants in these services benefit from Spielwarenmesse's strong reach.
Overview of the Into the Spotlight series
Part 1: Overview of specials and presentation options
Part 2: Apply for curated specials and presentation options
Part 3: Book your spot for trade show participation, specials and experiences (see text above)
About the author
Sibylle Dorndorf has been writing about the toy industry for over 30 years. Most recently, the journalist was Editor-in-Chief of the TOYS magazine family at Göller Verlag, Baden-Baden. Her passion: companies that reinvent themselves, brands that position themselves credibly, people who have something to say and products with a future.
