Spielwarenmesse expands international reach with successful Tokyo Toy Show
The Spielwarenmesse Group used this year’s Tokyo Toy Show to help international toy companies strengthen their presence in the Japanese market through its World of Toys Pavilion.
Thirteen exhibitors from five countries showcased their products at the pavilion, including companies returning from the previous year and, for the first time, an exhibitor from South Africa.
Around 77,000 visitors
Organised by the Japan Toy Association, the Tokyo Toy Show took place from August 27 to 30 at Tokyo Big Sight. The event welcomed around 77,000 visitors, including nearly 17,000 trade visitors, who explored new products and current trends from international markets.
The World of Toys Pavilion
Exhibitors highlighted the visibility and business opportunities provided by the World of Toys Pavilion, as well as the support offered by the Spielwarenmesse team. The programme includes a full-service package covering stand organisation and connections with local service partners.
The Spielwarenmesse Group will continue its international World of Toys programme in 2027. The next stop will be the Hong Kong Toys & Games Fair from January 11 to 14, followed by Toy Fair New York from February 20 to 23. Registration for both events is already open.