Spielwarenmesse: Value of Play Conference focuses on the role of play and games
To mark its 75th anniversary, the Spielwarenmesse is expanding its on-site offerings with a new style of event: on Wednesday, 28 January 2026, the Value of Play Conference will take place for the first time in the Toy Business Forum at the Nuremberg Exhibition Center. From 8.30 to 10.30 am, trade visitors can look forward to a high-calibre programme that will highlight the cultural, educational and economic facets of play.
Relevant topic with many perspectives
‘The Spielwarenmesse reflects numerous facets of the value of play – but until now, there has been no format that brings them together in a compact and in-depth way. As an international event, we see the need to create a platform for this,’ explains Christian Ulrich, Member of the Executive Board at Spielwarenmesse eG (Spokesperson). The programme combines scientific insights, practical perspectives and socially relevant topics related to play. The focus is on five contributions that highlight the potential of play across a wide variety of different outlooks.
First-hand information
This is followed by a practical insight from Prof. Dr. Thomas Voit (Technische Hochschule Nürnberg). Using the ‘Empamos’ model, he will discuss the application of game-typical mechanisms in various working environments. Katriina Heljakka (University of Turku) deals with the international Kidults trend. The Finnish researcher explains how the market is being driven forward by this older, adult audience, and the opportunities for retailers that come alongside it. Brian McCarty, Founder of WarToys, will provide an emotional and socially relevant conclusion. After each presentation, conference participants will have the opportunity to ask the speaker questions directly.
Further information and more details about all speakers are available at Spielwarenmesse Digital.