Spielwarenmesse: Games, Books, Learning and Experimenting

Choose language


Games, Books, Learning and Experimenting

Games publishers such as KOSMOS, Ravensburger, and other game publishers are always coming up with new, innovative game structures, which increasingly feature digital functions for tablets and smartphones as well. Strong revenues are also being generated from books for children and young adults. Toy manufacturers and retailers are tapping into the zeitgeist with products that incorporate learning and experimentation.

“I come to the Spielwarenmesse every year to meet international suppliers of learning aids with whom I have been working for many years. I take a look at their new products and at the same time I negotiate new contracts for the next year. Furthermore, I explore what other exhibitors have to offer to find out about new products and inventions. I regard the Spielwarenmesse as the most important platform for my business.”
Uri Sela, Co-owner, Yesod publishing company, visitor from Israel
„Spielwarenmesse is the most important b2b event for us. The fair offers perfect conditions to showcase our product variety. With our newly-conceived exhibition concept, we were able to understand the various needs of our customers, and can turn the increased number of visitors into business contacts. 
Michael Kränzle, Marketing Director, Pegasus Spiele GmbH, exhibitor from Germany

You can discover

In this product group you will find

  • Games

Children's games; Quiz games; Card games; Dice games; Jigsaw puzzles; Parlour games; Board games; Puzzles; Roleplays; Game accessories; Literature on games

  • Books

Children's books; Juvenile books; Talking books; Painting books; Manga, comics; Bookmarks, bookends; Children's magazines; Learning and teaching material

  • Learning and Experimenting

Educational games; Experimental kits; Globes; Atlases

  • Non-book

Posters; Paper, cardboard; Stationery; Calendars; Magnetic articles; Cartography

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

The Games, Books, Learning and Experimenting product group is located in hall 10.0, 10.1 and Foyer 10.0.

Spielwarenmesse hall plan toy fair Nuremberg

The interactive hall plan for the Spielwarenmesse® 2020 is available from November onwards.

With more than 1 million products, including around 120,000 new toys, the Spielwarenmesse® offers a unique product variety. Read in the Toy Magazine which trends and innovations are emerging in the product group Games, Books, Learning and Experimenting.

When it comes to children's and young adult literature, the retail world is equipped for the future. Many publishers are now placing an increased focus on consulting expertise and multi-channel offerings. Links between brick-and-mortar stores and online services are generally well received by customers. After the positive mood in recent years, further growth can be expected in sales of children's books. Children's love of reading also benefits the toy trade, with literature, storybooks, colouring books, picture books and audio books completing the range of products available in the toy trade and offering the target group an appealing selection of offerings.

When choosing between paper or digital formats, it's worth taking a look at the customs in individual countries. In English-speaking countries, a general orientation towards e-books and multimedia books can be identified, while the target group in one of the largest markets, Germany, tends to prefer printed books. A trend towards digitalisation can be identified in the area of factual and picture books in particular.

Comparable market data are available for other sub-areas of this product group. Here you can find an overview of the top 5 countries in terms of market size and growth rate in the sub-areas of games and puzzles and scientific/educational toys.*

Top 5 market size

Games and Puzzles

  • USA: $3.109.1 million (+ 5.2 %)
  • China: $1.338.1 million(+ 0.8 %)
  • Japan: $955.3 million (- 4.5 %)
  • France: $517.8 million (+ 4.0 %)
  • Germany: $476.1 million (+ 3.0 %)

Scientific/Educational Toys

  • USA: $649.8 million (+ 4.9 %)
  • Japan: $374.1 million (- 6.1 %)
  • China: $352.0 million (+ 0.8 %)
  • Canada: $111.9 million (+ 5.6 %)
  • United Kingdom: $106.1 million (- 3.6 %)

Top 5 growth rate

Games and Puzzles

  • Russia: + 32.2 %
  • Poland: + 20.2 %
  • South Africa: + 19.0 %
  • Ukraine:+18.9 %
  • Mexico: +11.9 %

Scientific/Educational Toys

  • Russia: + 27.0 %
  • South Africa: + 20.6 %
  • Ukraine: + 19.8 %
  • Brazil: + 17.4 %
  • Poland: + 15.7 %

*Source: Euromonitor International, 2016/2017 (updated August 2018)

Gallery: Games, Books, Learning and Experimenting



Stay informed with trends and developments of the toy market. Register for one of our newsletter.