10th ITRA World Conference: The Zeitgeist in Toys and Games
The International Toy Research Association (ITRA), founded in 1993, invites you to its 10th World Congress in Augsburg from 5 to 7 August 2026, supported by the German Toy Industry Association (DVSI) and Spielwarenmesse eG. The host is the Faculty of Philosophy and Social Sciences at the University of Augsburg with its lecturer for special tasks, Dr Volker Mehringer.
At the ITRA conference, more than 120 researchers from 30 countries will present their latest research, case studies, design studies, education and development projects in various formats in order to better understand and measure the value of play and toys for individuals and society.
Discussion approach and conference theme
Throughout history, toys and games have shaped and reflected our nature. They inspire our play and promote our development, both as individuals and as members of society, to meet the specific challenges of our time. As the world has changed, so too have toys and games. They evolve, make progress, adapt, disappear and reappear surprisingly over time. But they are more than mere reflections. Just as play creates and shapes culture, as Huizinga noted in Homo Ludens, toys and games create and shape our reality and our understanding of it. As carriers and changers of culture, they represent and influence the collective zeitgeist.
The 10th ITRA World Conference offers an opportunity for exchange, reflection and discussion of current trends in the toy and games industry. Contributions from various disciplines and professional fields shed light on the topic from different perspectives.
The organiser is currently looking for sponsors and cooperation partners to support the congress.