Spielwarenmesse: Electronic Toys

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Spielwarenmesse® worldwide


Electronic Toys

Technology and digitisation have evolved from being a mere trend to a firm feature in the toy sector. In the Electronic Toys product group, manufacturers show how technological innovations are now enabling new and exciting gaming experiences. Smart toys, kits for programmable robots, games in virtual worlds, electronic learning toys and remote-controlled multicopters and RC vehicles all rely on modern technology and encourage children and adults alike to engage playfully with all the digital possibilities on offer.

“It’s very important because here it is a point where we meet people and we discover also new products and see the technology – the new technology – in the toy world.”
Mohamed Barkat,General Manager, MB Group, visitor from the United Arab Emirates
“The Spielwarenmesse is following a trend in the market by introducing the product group. Our products are optimally placed among electronic toys. The Tech2Play activity area itself is the perfect platform for our products and we were able to make numerous contacts through it. The visitors were fascinated by the robots and the like.”
Paul Mark, Sales/Marketing Manager, Robotis Co. Ltd./Robotis Inc, exhibitor from South Korea

You can discover

In this product group you will find

  • Robot toys

Robotics (Model kits); Robots (characters); Electronic Pets; Coding Toys

  • RC toys

RC models and accessories; Drones; Track toys, slot car racing and accessories

  • Virtual play

Augmented Reality Toys; Virtual Reality Toys; Consoles and accessories; Handhelds; E-toys; Entertainment software (e-games); Games-Applications (APPs)

  • Electronic learning

Electronic games; Edutainment (language software, encyclopedias, etc.); Infotainment software (guides, geography, music, films / TV, etc.); Educational-Applications (APPs); Video; Music; Educational software; School software; Tablets, laptops and computers; Electronic pens

  • Other Electronic Toys

Action Camera; Wearables (smart watches, pedometer, ect.); 3D Printing and accessories

License articles, sustainable toys and toys for people with special needs complete the product portfolio.

The Electronic Toys product group is located in hall 4A, alongside the Tech2Play activity area. 

Hall plan Spielwarenmesse 2019

With more than 1 million products, including around 120,000 new toys, the Spielwarenmesse® offers a unique product variety. Read in the ToyMagazine which trends and innovations are emerging in the product group Electronic Toys.

Artificial intelligence, the Internet of Things, virtual reality and a whole lot more are shaping digital and technological progress in all areas. This development has now also reached the toy industry. With electronic toys, children and adults can, among other things, actively influence the way they play and interact with their toys through, for example, programming. The focus here is often on products that introduce the technological possibilities through games and integrate the latest technological trends into toys. This promises consumers exciting gaming experiences together with the added value of preparing themselves playfully for a digitised world. With increasing demand for "playful technology" on some markets, toy manufacturers and retailers have the potential to tap new business opportunities and to target consumers that have a keen interest in technology.

Here is an overview of the top 5 countries in terms of market size and growth rate in the Electronic Toys product group. At the moment, only market data for the "remote controlled toys" sector are available.*

Top 5 market size

Radio/Remote Control Toys

  • China: $829.7 million (+ 11.0 %)
  • USA: $674.2 million (+ 1.2 %)
  • Japan: $344.2 million (- 1.8 %)
  • Germany: $326.4 million (+ 7.3 %)
  • United Kingdom: $260.1 million (+ 6.2 %)

Top 5 growth rate

Radio/Remote Control Toys

  • Argentina: + 35.5 %
  • Turkey: + 34.7 %
  • Ukraine: + 27.2 %
  • United Arab Emirates: + 19.5 %
  • Mexico: + 14.7 %

*Source: Euromonitor International, 2015/2016 (updated September 2017)

Gallery: Electronic Toys



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