Spielwarenmesse Group: New umbrella brand for global activities
The Spielwarenmesse Group now brings together all business areas of Spielwarenmesse eG, underlining its international focus. The new visual identity with dark blue lettering, the rocking horse symbol, and the claim “living the spirit of play” reflects both the company’s growth and its ambition to serve as a central platform for innovative and partnership-driven formats.
Clear positioning
In recent years, the Nuremberg-based company has expanded and internationalized its portfolio while adding new industry segments. The new umbrella brand unites all activities under one identity. According to CEO Christian Ulrich, the rebranding strengthens the company’s international presence and represents partnership, organizational excellence, and a forward-looking approach. With its focus on the world of play, the Group has unique expertise and a global network.
Diverse portfolio
The Spielwarenmesse Group includes the Spielwarenmesse in Nuremberg as a leading B2B platform and SPIEL in Essen as the world’s largest public trade fair for board games. The portfolio is complemented by the World of Toys program, Kids India in Mumbai, and international pavilions in Hong Kong, Tokyo, and New York. Subsidiaries in China and India ensure regional proximity. A current example is BRANDmania in Essen, a key platform for licensing and partnerships.
Strong foundation
As a cooperative, the Spielwarenmesse Group has stood for sustainable and trusted business relationships for over 75 years. Its combination of global reach and a partnership-driven approach creates an environment for successful collaboration and innovation. The new brand identity provides the foundation for clear and future-oriented communication.