Spielwarenmesse: Trends & novelties of the toy industry

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Trends & novelties

You won’t find a more convenient venue to uncover trends and innovations than the toy fair Spielwarenmesse®. In the product worlds in Hall 3A, you benefit from a compact market overview of new products, award-winning toys, current industry trends and fresh start-ups.


Trends, new products and know-how all in a single location

Discover the latest worldwide trends in the toy sector as uncovered by our own international TrendCommittee, and enjoy product presentations of innovations from the toy industry, live campaigns and free-of-charge talks. Across a space of around 1,000 m², visitors can look forward to benefitting from countless impulses and sources of inspiration in the Trend Gallery in Hall 3A.

Toy trends 2020

Be excited to learn about the toy trends 2020 Toys for Future, Digital goes Physical and Be You!, which were collected worldwide by our TrendCommittee for you.

Toy Trend 2020 Toys for Future
Toy Trend 2020 Digital goes Physical
Toy Trend 2020 Be You!

TrendCommittee 2020

The international TrendCommittee established by the Spielwarenmesse® has a flair for recognising what will succeed on the market. Twelve toy experts – including market researchers, trend scouts and journalists – track down and evaluate the latest market movements all over the world. Based on their findings, the twelve committee experts will identify the main trends for 2020, which will be revealed from mid-October 2019.

John Baulch has over 35 years’ experience of working in the UK toy trade press. In June 2011 he launched his own toy trade magazine, Toy World, which has established itself as the leading UK toy magazine, renowned for having its finger on the pulse of the vibrant, fast-moving toy industry. John also writes a popular weekly blog, which appears on the Toy World website every Friday.

Jackie Breyer is Group Publisher at Adventure Publishing. She has been reporting on retail and toy industry trends for 17 years as Editorial Director of The Toy Book and The Toy Insider. She has been featured on CNBC's Power Lunch, NBC Nightly News, CNN, MSNBC, China Global Television Network, Cheddar, Fox & Friends, and the Netflix series, The Toys That Made Us. Jackie is the 2012 recipient of the Wonder Woman in Toys, Licensing & Entertainment Award in the field of Journalism & Social Media.

Daniele Caroli, born in Milan, Italy, in 1945, started his career as a journalist in 1970; until 1985 in the music business and later in consumer electronics. As editor-in-chief of the nursery products trade magazine Il Giornale dell’Infanzia (1994-2018) and of the toy trade magazine Giochi & Giocattoli (2000-2013), he acted as President of the Baby Care Magazines International association BCMI (2004-2007) and of the International Toy Magazines Association ITMA (2008-2012). Since August 2018 he is editor-in-chief of the nursery products trade magazine Parents’ Choice, published in Moscow in Russian and English.

Maria Costa, PhD in Learning Sciences, has been the head of the Children Research Department at AIJU since 1992, a Technological Institute of Children Products located in Spain. She has conducted multiple research projects in the areas of play, toys, technology, childhood, family’s lifestyles, prospective or future scenarios. For 25 years, as the coordinator of the “Games and Toys Guide”, she has managed the analysis by experts and children of more than 5000 toys. She is also the author of several articles, posts and books related to changes in society, parenting, children’s preferences, trends in children’s products and stores. She has managed a panel of 7,000 Spanish families to carry out market research since 2001. With this broad knowledge, she acts as a consultant for toy companies.

Axel Dammler is managing partner of iconkids & youth, the biggest German institute specializing in research on kids and juveniles. He has worked with young target groups since 1992 and has conducted numerous studies on national and international media and consumer goods markets since then. He also works as a consultant and has had several books published in addition to more than 50 articles. His latest book, “Pink Knights, Black Princesses”, deals with the gender discussion and was released in October 2011.

Steven Ekstract is the founder and publisher of License! Global magazine and various other publications for the licensing industry. In addition, he speaks extensively on licensing at conferences around the world. Ekstract is also the publisher of “Licensing for Dummies”, which provides a clear overview of the licensing business.

Philippe Guinaudeau is a Senior Consultant with 25 years of experience in marketing research. He is also the CEO of Kidz Global, the leading Quantitative Market Research and Consulting firm for all children orientated consumer markets. Prior to joining Kidz Global, Philippe was a Director of The NPD Group Inc as well as a Marketing Manager at Mattel. He started as a Durable Goods Consultant at AC Nielsen prior to joining NPD. He has more than 25 years of marketing and analysis experience, and has a unique global analytical perspective. Guinaudeau is also the creator of the Toy Markets in The World Report, international statistics on the Toys markets in the world.

Lena Hedö is the editor in chief of Lek & Babyrevyn, the Swedish trade magazine for Toy and Baby. She is also working for the Toy and Baby association in Sweden.  She serves as Co-President of ITMA (International Toy Trade Magazine Association). She has been in the toy industry more than 40 years, most of the time in a family company with 13 toy stores. Lena has been working for the Swedish toy association for retailers since 2002 when the family company was sold to Brio.

Gabriela Kaiser, born in Frankfurt in 1969, studied Textile Engineering with a major in Design in Mönchengladbach and worked as a designer for almost 6 years before going into business for herself with a trend agency. She has been working as a trend scout and consultant across Germany since 2002. Well-known companies in industry and commerce as well as trade fairs and magazines now number amongst her clients. From summer 2010 until winter 2013/14 she has been lecturing in Strategy and Trend Research in the Design Department at the Georg Simon Ohm University of Applied Sciences in Nuremberg. When researching new trends, Gabriela Kaiser always focuses on the entire lifestyle.

Urszula Kaszubowska is the Editor-in-Chief of “Branza Dziecieca” – the biggest Polish trade magazine covering both toy industry and baby products sector. She is a member of the judging panel of the Toy of the Year contest in Poland. Urszula also has a background in publishing. For seventeen years she had been working for one of the biggest publishing houses in Poland, i.a. as the Publishing Director for hobby magazines.

Reyne Rice is a Global Trend Hunter. She serves as Co-President of ITMA (International Toy Trade Magazine Association), and is a journalist and contributing editor for multiple international publications, including The Toy Book and Spirit of Play. Reyne serves as a consultant, broadcast media spokesperson, keynote speaker, industry analyst and judge on multiple Toy and Kids Technology Award committees. She travels to 24 global trade shows a year always sleuthing for, and reporting upon the newest and most relevant trends in toys & games, entertainment and licensing, and kids & family technology. Reyne owns her own consultancy, ToyTrends, since 2003 based in New York.

Jane Wong is Deputy Director of Editorial Department in TOY INDUSTRY, the biggest monthly magazine in China toy business. Based in Guangdong Province, the world's largest toy manufacturing hub, she has direct access to latest and hottest news on products, manufacturers, and industrial moves. She also works on research and analysis on international and domestic toy markets, and writes articles, reviews and blogs for Toy Industry Omnimedia Center, the most influential digital toy press in China.


The price for toy innovations

The ToyAward is presented annually to new products at the fair that stand out from the other products due to their degree of innovation, product concept, creativity and playing idea, and demonstrate the achievements of the industry. This quality label is an excellent ordering and buying guide for the trade and consumers.

These are the nominees of the ToyAward 2020

Related links:

Innovation made in Germany

Young German companies

At the Spielwarenmesse® 2020 visitors can see innovative products of aspiring German companies at hall 3A. Whether toy apps for children, classic wooden toys or specific model components – there are many new ideas for assembling the range.

The pavilion is sponsored by the Federal Ministry for Economic Affairs and Energy (BMWi).

Find a list of all young German companies exhibiting at the Spielwarenmesse® 2020 in hall 3A in the Online-Catalogue.

New Exhibitor Center

All new exhibitors in one place

New Exhibitor Center (NEC)You are searching for new, innovative toy manufacturers? Several toy companies arranged by product groups exhibit for the first time at Spielwarenmesse® in the New Exhibitor Center (NEC) in hall 3A. Many new ideas for your assortment are waiting for you.

In order to support your general search for new exhibitors, those first-time exhibitors located in the New Exhibitor Center plus all all other new exhibitors can be identified by the designation "NEW", both in the Online Catalogue and at the Spielwarenmesse®.


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