TikTok Shop - short-lived hype or long-term opportunity?
Toy Business Forum presentation from the Spielwarenmesse 2026
In spring 2025, the TikTok Shop launched in Europe, sending marketers into a frenzy. At the 2026 Toy Business Forum, Svenya Scholl examined the significance of the video app’s shopping function and its potential for long-term success. The digital retail marketing expert outlined the opportunities and risks of social selling on this trend platform.
About Svenya Scholl
Svenya Scholl is Senior Project Manager at the IFH KÖLN Group. She previously worked as an account manager at a SaaS platform for digital retailer marketing and as a project consultant at the Mittelstand-Digital Zentrum Handel. In addition to her enthusiasm for social media marketing topics for retailers, she is mainly involved operationally with topics relating to the vitalization of inner cities.
TikTok is a stage for cult toys. When toys are presented in an appealing way on TikTok, you can adorn yourself with them in real life and take the first steps towards becoming a Kidult. At the 2026 Toy Fair, the Toys for Kidults special showcased the most popular collectibles for young people and adults.
