Spielwarenmesse 2027: Therapeutic play and diverse licensed hits
Spielwarenmesse 2027 will spotlight two key ToyTrends: “Beyond Limits”, focusing on the therapeutic potential of toys, and “License to Play”, highlighting the growing diversity of licensed toy products.
From 2 to 6 February 2027, both trends will be presented in dedicated Special areas at Entrance Mitte, featuring selected products, and providing retailers with inspiration for their ranges. The trends will also be discussed at the Toy Business Forum.
“Beyond Limits” explores how toys can support people of all ages beyond entertainment. The trend includes products designed for people with disabilities and conditions such as ADHD, dementia and Parkinson’s, as well as toys used in rehabilitation and at home to support motor and cognitive skills. Products designed to create shared experiences or counteract loneliness are also included.
“License to Play” focuses on licensed toys, which accounted for 37% of global toy sales last year according to Circana. While films, series and games remain important sources, social media trends such as memes, GIFs and viral short clips are increasingly inspiring new licensed worlds. Established properties including Pokémon, Star Wars and One Piece continue to reach audiences across streaming, gaming and social media, while Asian brands from the anime and K-pop sectors are also gaining global popularity.
The two ToyTrends were identified by Spielwarenmesse’s international TrendCommittee, comprising experts from the toy, market research, media, and trend sectors.