Anniversary boost: Spielwarenmesse strengthens its global leading position
The 75th Spielwarenmesse marked a milestone for the toy industry. Held from 27 to 31 January in Nuremberg, the wintry anniversary edition welcomed 2,313 exhibitors from 68 countries and around 58,900 trade visitors (+2.5%) from 121 nations. Exhibitors showcased a wide product range, including the growing “Kidults” segment, while visitors explored new trends, formats, and networking opportunities.
93% of exhibitors rated their participation as successful
Despite geopolitical challenges, the industry mood was positive. 93% of exhibitors rated their participation as successful. Major international brands praised the quality of visitors, and the fair’s global significance was underlined by strong attendance from the USA, significant growth from China and Hong Kong, and increases from several European and international markets. Media interest was also high, with strong TV and press coverage.
Importance of licensing
Key impulses came from the ToyTrends “AI Loves (to) Play,” “Creative Mindfulness,” and “Toys for Kidults.” The Kidults trend helped iDventure win a ToyAward, while long-standing exhibitors and international associations emphasized the fair’s energy, diversity, and relevance for the global toy business.
Spielwarenmesse further highlighted the importance of licensing through dedicated exhibition areas and the License Lounge. Knowledge-sharing formats such as the Toy Business Forum, the premiere of the Value of Play Conference, and the Game Inventors Convention were well received, offering high-quality content and international exchange.
Fostering connections
Networking was another major highlight. Events like ToyNight and RedNight fostered connections across the industry and contributed to the festive atmosphere in Nuremberg. Exhibitor satisfaction remained high, with 90% planning to return in 2027. Spielwarenmesse once again confirmed its position as the leading global meeting point for innovation, inspiration, and networking in the toy industry.