Spielwarenmesse 2026: Special for kidults enthusiasts
In 2026, the Spielwarenmesse will once again place a strong focus on the target group of toy enthusiasts among adults, or kidults. With the “Toys for Kidults” Special, trade visitors can look forward to an inspiring discovery area at Entrance Mitte. The 210 m² allocated to the Special invites visitors to try out products directly and exchange ideas with experienced hosts. The Special trend is to be complemented with an exciting lecture programme at the Toy Business Forum.
A target group with potential
Whether collectible figures, fantasy products or tabletop games, the range for kidults is constantly growing and opening up new opportunities for retailers. Adults who play, collect and create with enthusiasm have long been an important driver for sales growth in the industry. With the categories “Collectibles”, “Creative Fantasy” and “Tabletop Games”, the Special reflects the diverse interests of kidults. They have become a relevant and high-spending target group, offering retailers enormous opportunities to expand their product ranges.
360-degree perspective
From current market figures and practice-oriented presentations to inspiring point-of-sale examples, the Special provides retailers with targeted know-how for successful target group engagement. Exclusively at Spielwarenmesse, current target group market figures from the market research institute Circana will be presented, offering valuable insights into the potential and development of this growing segment.
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