Spielwarenmesse 2027: Anticipate strong Specials and prominent brands
Preparations for the toy industry’s next world-leading event are already in full swing. Interested companies can still register until the end of July 2026. From 2 to 6 February 2027, exhibitors and trade visitors can expect high-visibility Specials, an optimal hall structure for efficient overviews and cross-product-group synergies.
High-profile Specials
The Specials at Spielwarenmesse are important orientation points for discovering trends and reaching new target groups. Products are staged effectively within the attention-grabbing themed areas. On-site trial opportunities allow retailers to experience products first-hand, and exhibitors can present their creations directly to their target audience. The Special Sports, Leisure, Outdoor invites visitors to try ride-ons, scooters and balls. Established formats such as ToyTrends, Kidults, the New Product Gallery and the Toy Business Forum will also be part of the event, as will the LicenseLounge as a central hub for licensing topics. The coveted ToyAward will once again be presented across six different categories in 2027.
Structured variety
Thoughtful hall planning and thematically clear product groups ensure efficiency and an overview across the exhibition grounds. The targeted placement of related segments creates short distances, promotes synergies and makes it easier for the trade audience to navigate and search for relevant product categories. New for 2027: the 14th product group 'Manufacturing Services', expands the Spielwarenmesse portfolio.
Strong brands, growing exhibition areas
A new three-year contract period for the permanent stands in Hall 12.2 has been agreed, effective from 1 July 2026, providing further planning certainty. Key players such as Lego, Zuru, and MGA Zapf Creation are increasing their presence with significantly expanded stand areas. New exhibitors can still register until the end of July 2026. Young companies benefit from dedicated support and tailored services in the StartupArea. The Young Innovators programme gives up-and-coming brands a professional platform and provides the specialist trade insights into future innovations.
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