75th anniversary: Spirit of Play meets Spirit to Grow

By Sibylle Dorndorf

The trade fair – the city – the people. In this context, NürnbergMesse and Spielwarenmesse have been writing impressive success stories side by side for decades. Each in its own right and yet closely connected.

Dr Hartwig Hauck, the founding managing director of NürnbergMesse, once described the elective affinity of the two trade fair companies in a much-quoted sentence as a forward-looking connection: “The history of Nuremberg’s trade fair industry begins with Spielwarenmesse.”

NürnbergMesse celebrated its 50th anniversary in 2024, and Spielwarenmesse will mark its 75th anniversary in 2026. This is a wonderful opportunity for Peter Ottmann, the CEO of NürnbergMesse Group, to reflect on their shared journey.
 

In conversation:

Peter Ottmann, you joined NürnbergMesse in 1994 and have served as CEO since 2011. You have witnessed and helped shape the joint growth of NürnbergMesse and Spielwarenmesse. Are there any moments that have particularly stayed with you?

Peter Ottmann: Yes, it's an incredible number. The most formative ones occurred during my early days. I first came to Spielwarenmesse as a young press officer and was immediately blown away. I experienced an information overload like never before. There was the atmosphere, the high level of internationality, inspiring encounters, and an incredible wealth of products. Incidentally, I still feel the same way today when I walk through the fair. Every visit is unique.
 

Is there an event you will never forget?

Peter Ottmann: Yes, there is one incident that I will never forget. It happened in 1997 when the West Wing of the NCC West, with Hall 12, was opened. This introduced the new permanent stand concept of Spielwarenmesse in Hall 12.2.

Dr Edmund Stoiber, the Bavarian Minister-President at the time, was invited to the opening and asked by a journalist to assess this expansion. In essence, his answer was: 'This will further advance Nuremberg as a national trade fair location.' This statement was met with general murmuring and whispering. Stoiber briefly conferred with his staff, after which he asked for the question to be repeated. When the question was asked again, Stoiber replied: 'This will further advance Nuremberg as a trade fair location and Spielwarenmesse as a leading international trade fair.' That is true greatness, and I will never forget it.
 

For many years, you accompanied the trade fair directors on both sides as press spokesperson for NürnbergMesse with patience and composure. What was your secret recipe when things got a little tense?

Peter Ottmann: Breathe in – breathe out – smile.
 

NürnbergMesse celebrated its 50th anniversary in 2024. In 2026, it will be Spielwarenmesse's turn. What do anniversaries mean to you personally? What do they signify in the context of personal and corporate histories?

Peter Ottmann: When I think about our 50th anniversary, I realise that: I had no idea what organising such an event would entail. Even now, I take my hat off to the NürnbergMesse corporate communications and marketing team, who organised it impressively in every respect.

For me personally, it was a moment to pause and reflect. When you see the number, you ask yourself: Where do we come from? Where do we want to go? It was from these considerations that the phrase 'The Spirit to Grow', our anniversary motto, emerged. With a small addition, this phrase will continue to accompany us into the future: 'The Spirit to Grow Beyond'.

I associate anniversaries with feelings of gratitude. So much goes into existing, growing and achieving success over the years. Above all, I would like to thank the employees, exhibitors, visitors, partners and customers, as well as the trade fair city of Nuremberg, our location. Thank you all so much.
 

Today, NürnbergMesse is the fifth-largest trade fair company in Germany and one of the top fifteen in the world. Last year, the group organised 154 events worldwide, achieving a record turnover of around 368 million euros. But how did they achieve such success?

Peter Ottmann: Only together. It is always the people who count and make the difference. At NürnbergMesse, it's also the city of Nuremberg and the Free State of Bavaria that have always supported us, especially during the challenging pandemic period. With this clear commitment behind us, we can certainly compete with trade fair locations such as Paris, Shanghai, Las Vegas and Tokyo. Compared to these metropolises, Nuremberg is one of the most charming trade fair locations for our customers, by the way.
 

The growing popularity of Spielwarenmesse was one of the key factors in the decision to develop a new exhibition centre in Nuremberg. The first event to be held at the new centre was the Spielwarenmesse in 1973. Nuremberg became known as Toy City. Do you experience the city differently when the Spielwarenmesse is taking place?

Peter Ottmann: Absolutely! The city hums; it is colourful, especially in grey February. There is life on the streets and in the pedestrian zone. The whole city celebrates Spielwarenmesse. You meet people from all over the world in the underground and the city centre. There are some fantastic events. The people of Nuremberg are proud of their Spielwarenmesse. It's unique.
 

In which areas do you think Spielwarenmesse has changed most noticeably?

Peter Ottmann: The Spielwarenmesse itself remains light, carefree and full of spirit. It seems to possess eternal youth. I know very well that, as easy as it looks from the outside, it is just as difficult to maintain. When I consider how many major consumer goods fairs in Germany and Europe have disappeared over the years, I am truly impressed. Spielwarenmesse sets standards, benchmarks and trends, even beyond industry boundaries. It's as if it's sprinkled with fairy dust that prevents it from ageing. Of course, it is hard work, and it is the people — the employees and colleagues at board level — who make this trade fair so lively, multifaceted and surprising every year.
 

Part of your routine is an obligatory tour of Spielwarenmesse. Where are you particularly drawn to?

Peter Ottmann: It's not the products that draw me in, but the people. 

I would like to thank the Supervisory Board members: Axel Kaldenhoven, Beate Becker, Britta Sieper, Uwe Weiler, Rainer Noch, Paul Heinz Bruder, Frank Schneider, and many more. I look forward to meeting and talking to them every year. I want to know if everyone is satisfied, or if we need to improve anything as the ‘host’. We see ourselves as service providers and are committed to fulfilling this role.
 

At the opening of the 70th Spielwarenmesse in 2019, the long-standing partnership with NürnbergMesse was extended. How would you describe this special relationship between the two trade fair companies?

Peter Ottmann: I would be happy for it to continue exactly as it is.
 

Finally, would you please complete the following sentence: For Spielwarenmesse’s 75th anniversary, I wish...

Peter Ottmann: …eternal youth and lightness.
 

About the Author

Sibylle Dorndorf has been covering the toy industry for almost 30 years. The journalist last worked as the editor-in-chief at the TOYS family of magazines of the Göller Verlag publishing house from Baden-Baden, Germany. Her passion: Companies that reinvent themselves; brands that credibly position themselves; people who have something to say; and products with a future