Spielwarenmesse: TrendGallery 3A

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The Toy Trends 2019

Ready, Steady, Play!

Balancing, jumping and leaping – isn’t that what all kids do? Unfortunately, they are becoming increasingly less active. Mobile phones, TV and the like have long reigned supreme, casting their spell over children. But lifts and escalators also make our lives easier and we don’t even walk short distances anymore. Wanting to promote the physical health of their children, parents see toys that combine exercise with fun as the best way to encourage children to get active. On top of this, sporting pursuits also improve body awareness, our sense of balance and response times.

The WOW Effect

Excitement, play and fun – the familiar lucky bag combines all of these. Nothing fascinates children more than anticipation of the unknown. They like to shake and poke of such products in an effort to guess what might be inside this time. But many of these kinds of toys also conceal unexpected effects which can only be discovered during play. Whether through water or heat, technical gimmicks or sophisticated mechanics – the toy is suddenly transformed into something very special and astounds with its additional play effect. Children love surprises and are only too delighted to be amazed.

Toys 4 Kidults

We face meetings and conference calls during the day before having to tackle our tax return in the evening. Our days are strictly regimented. After a busy day at work, we long to relax and may find ourselves reminiscing about our childhood, when we could spend hours completely immersed in our toys. But toys are no longer the domain of children alone. Adults also enjoy playing and wish to escape reality at times. Kidults were once made fun of. But now many action heroes serve as an eye-catcher in living rooms, while construction kits with 3,000 pieces are painstakingly assembled and then showcased in glass cabinets.

Are you looking for an exceptional way to present your trend products? The TrendGallery in hall 3A is the answer. Apply now!

TrendCommittee

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.
Daniele Caroli, born in Milan, Italy, in 1945, started his career as a journalist in 1970; until 1985 in the music business and later, until the mid-90’s, more and more in consumer electronics, dealing with both consumer and trade magazines. In 1994 he was appointed editor-in chief of Il Giornale dell’Infanzia, the Italian baby care products trade magazine, which he has run until June, 2018. From the year 2000 to March 2013 he was editor-in-chief of Giochi & Giocattoli, the toy trade magazine published by the same company. He was President of the Baby Care Magazines International association from 2004 to 2007 and President of the International Toy Magazines Association from 2008 to 2012. He is now editor-in-chief of the Russian nursery trade magazine Parents’ Choice.
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.
In her most recent initiative Richa Dikshit co-founded and sold Yellow Giraffe (an online toy store). Richa has done extensive work around consumer experience and trends in the toys and baby care segment and she has been continuously devoting her time to monitor the industry trends and applies the same in the context of Indian consumer. Richa also founded ToyTasting in 2011 as an online video channel on toys. Since then ToyTasting has established itself as a toy industry consultant, working with leading global brands. Mother of two girls, she earlier worked at Alliance Bernstein and Merrill Lynch. She currently stays with her girls and husband in Mumbai, India.
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.
Marek Jankowski helps companies from toys and baby products sector raise their profile and establish new business contacts. He is the founder of “Branza Dziecieca” – the biggest opinion-forming magazine in the children’s products industry in Poland. From 2011 to 2017 he was a member of the management board of Polish Toy Association, and in 2014 was chosen the President of Baby Care Magazines International. He is the author of two books: “Great Small Business” and “Small Business Pitfalls”.
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.
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.

Toy Know-How for your businesses

Integrated into the TrendGallery in Hall 3A, the Toy Business Forum 2019 offers you compact, free presentations. Fill up here with practical knowledge on current market developments from the toy sector and the world of retailing as well as the latest trends in marketing, sales and licences. Top-class international speakers focus on a specific topic each day in the Toy Business Forum.

 

Program 2019

The world is changing rapidly. Ideas, innovations and trends are constantly emerging. Not just in the toy industry, but in the trade sector in general. The trick is to recognise the relevant trends in good time.


1:00 pm – 1:45 pm | What's next in toys, games & kids technology
Reyne Rice, ToyTrends, New York/USA

Come share a whirlwind view of the newest trends and products found across the toys, games and technology spectrum, as we enter 2019, and beyond. Discover which products and manufacturers are leading innovations and change.

Reyne Rice is a Global Trend Hunter, and CEO/Founder of ToyTrends, Co-President of ITMA, journalist and contributing editor for multiple international publications. A consultant, media spokesperson, keynote speaker, industry analyst and judge on Toys and Kids Tech Awards. She reports on trends and innovations, and owns ToyTrends consultancy, since 2003.

1:45 pm – 2:30 pm | Worldwide retail trends
Frank Rehme, gmvteam GmbH, Düsseldorf/Germany

Pop-up formats in London, street food in New York – reports of new trends appear daily. What is happening right now in retailing and what is the right course of action? The presentation will highlight retail trends from different countries.

Frank Rehme is a key visionary in innovation and shaping the future for retail. As an entrepreneur, strategy consultant and speaker, he offers and devises practical answers for the questions of the future. He is the co-founder of the www.zukunftdeseinkaufens.de information service for innovations in brick-and-mortar retailing.

2:30 pm – 3:00 pm | The future of the global toy marketplace
Richard Gottlieb, Global Toy Experts, New York/USA

The world is rapidly changing and the toy industry is not immune. This talk will make predictions based upon the impact that politics, culture, demographics and technology will be having on the toy industry over the next five years. 

Richard Gottlieb is the highly regarded founder and CEO of “Global Toy Experts”, a globally recognized consultancy to toy industry leaders. Moreover, he is the publisher of “Global Toy”, the toy industry’s independent voice. Richard is frequently interviewed by media worldwide, and has been called on by ABC News, CNN, MSNBC, the New York Times, Newsweek and other media outlets.

3:00 pm – 3:30 pm | The TrendGallery 2019 trends
Dr. Maria Costa, AIJU Centro Tecnologico, Valencia/Spain

Dr. Maria Costa presents the three toy trends 2019: "Ready, Steady, Play!", "The WOW Effect", "Toys 4 Kidults". She has been the head of the Children’s Research Department at AIJU, a Technological Institute for children’s products located in Spain, since 1992. She has conducted multiple research projects in the area of play, toys, technology, childhood, family lifestyles and prospective or future scenarios. She is also the author of several articles, posts and books related to changes in society, parenting, children’s preferences and trends in children’s products and stores.

Online retail and digitisation pose enormous challenges for the trade sector. But they also offer new opportunities. Instead of trying to compete with the offerings of online retailers, the focus should be on giving the customer a lasting experience.


1:00 pm – 1:40 pm | Surprise me! Turning the point of sale into a point of surprise
Claudia Rivinius, STI Group, Lauterbach/Germany

Shopping is an important pastime, and customers love when the line between retail and entertainment is blurred. Pop-up stores represent a perfect platform for this: appearing in unusual places, they connect with customers in what is for them a new context. New events, anniversaries and film premières also provide opportunities for surprising customers.

Claudia Rivinius is responsible for marketing at international packaging and display manufacturer STI Group. She has supervised countless studies aimed at making the success of POS campaigns measurable. She always takes a camera with her on journeys and when shopping so that she can capture great product displays. After all: “You’ve got to catch people’s eye to attract footfall.”

1:40 pm – 2:20 pm | Customer experience 2022: new opportunities for brick-and-mortar retailers
Christian Prill, Factor Design GmbH & Co. KG, Hamburg/Germany

The digital evolution offers brick-and-mortar retailers and manufacturers completely new possibilities. Christian Prill will use a wealth of practical examples to explain the importance of a distinctive customer experience. The presentation will also address how brick-and-mortar retailers and manufacturers can create a unique customer journey.

Christian Prill is the managing director and partner for brand strategy with FACTOR in Hamburg. His main interest lies in exploring how retailers, service providers and manufacturers can even further exploit their potential. He regularly gives talks and publishes articles on this in the trade press. Christian Prill is also the Director Hamburg for the German Designer Club.

2:20 pm – 3:00 pm | Economy of love – digitisation is the scramble for customer proximity
Klaus-Dieter Koch, Brand Trust GmbH, Nuremberg/Germany
  • Why digitisation will have an even bigger impact on the way we live than industrialisation and globalisation
  • Why digitisation has more to do with attitude than technology
  • Which new role brands are playing in the digital transformation
  • What is coming after digitisation


Klaus-Dieter Koch is one of the most experienced brand strategy consultants in the German-speaking world and has been advising corporations and mid-sized companies on how to increase their corporate value with the aid of their brand for more than 25 years. He founded the BrandTrust management consultancy in 2003. Since then, he and his teams have been helping brand managers to uniquely position their brands.

3:00 pm – 3:15 pm | Build customer loyalty and see sales soar
Kimberly Mosley, American Specialty Toy Retailing Association, Chicago/USA

Learn how independent toy stores all over North America build customer loyalty and see sales soars by hosting events on Neighborhood Toy Store Day, an annual day celebrating the importance of play and value of shopping local. She will share real real-life examples of the creative in-store activities and promotions that independent toy stores have utilized to help families make memories together.

Kimberly Mosley is the President of the American Specialty Toy Retailing Association (ASTRA) which is an international trade organization that supports independent retailers, manufacturers and sales reps in the toy industry. She has been a leader in the association industry for more than 20 years and has earned distinction as a Certified Association Executive and a Certified Play Expert.

3:15 pm – 3:45 pm | The TrendGallery 2019 trends
Reyne Rice, ToyTrends, New York/USA

Reyne Rice presents the three toy trends 2019: "Ready, Steady, Play!", "The WOW Effect", "Toys 4 Kidults". She is a Global Trend Hunter, and CEO/Founder of ToyTrends, Co-President of ITMA, journalist and contributing editor for multiple international publications. A consultant, media spokesperson, keynote speaker, industry analyst and judge on Toys and Kids Tech Awards. She reports on trends and innovations, and owns ToyTrends consultancy, since 2003.

Consumer behaviour is often puzzling. Purchase processes are influenced in ever more complex ways. If you want to optimise your offering and increase sales, you should know your customers and their wishes and needs in detail.


1:00 pm – 1:45 pm | Playing around the globe
Axel Dammler, iconkids & youth GmbH, Munich/Germany

Playing is a basic need and required "effort" for tackling fundamental development tasks during childhood. This presentation will describe the universal requirements of children everywhere in the world in respect to toys. It will also look at how national play cultures have established and what consequences there are for toy markets.

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.

1:45 pm – 2:15 pm | “If mum won’t, I’ll ask grandma!” – how parents and grandparents buy
Florian Klaus, K&A BrandResearch AG, Röthenbach/Germany

The relentless digital creep into everyday life is having a huge impact on consumer behaviour. This transformation affects different generations in different ways. The presentation will address the psychological mechanisms underlying the purchasing behaviour of parents and grandparents today, challenges in respect of marketing and examples of successful generational targeting.

After studying psychology and marketing, the graduate psychologist Florian Klaus joined K&A BrandResearch, where he has been advising branded companies on how to reach their target groups since 2005. As Director BrandPsychology, he is a member of the management board and holds responsibility for the company’s psychological market research. He also looks after national and international customers, especially in the areas of FMCG and digital media.

2:15 pm – 3:00 pm | What, where and how customers search in the digital age
Karen Klessinger, dan pearlman, Berlin/Germany

“More sales per square metre” used to be the mantra in brick-and-mortar stores. Today, the recipe for success is “more experience per square metre”. In leisure centres, retail stores and shopping malls, online and offline – a destination’s profile is determined by the experience created. It is worth noting that retailers benefit in two ways from enthusiastic customers – economically and in terms of media exposure.

Karen Klessinger is creative director and a member of the management board at the dan pearlman Group in Berlin. Since 2000, she has been in charge of the development and creation of brand experiences, innovative retail and mixed-use concepts and educational exhibitions. As an expert in destination development, she advises companies, real estate developers, zoos and leisure parks.

3:00 pm – 3:30 pm | The TrendGallery 2019 trends
Dr. Maria Costa, AIJU Centro Tecnologico, Valencia/Spain

Dr. Maria Costa presents the three toy trends 2019: "Ready, Steady, Play!", "The WOW Effect", "Toys 4 Kidults". She has been the head of the Children’s Research Department at AIJU, a Technological Institute for children’s products located in Spain, since 1992. She has conducted multiple research projects in the area of play, toys, technology, childhood, family lifestyles and prospective or future scenarios. She is also the author of several articles, posts and books related to changes in society, parenting, children’s preferences and trends in children’s products and stores.

Companies must reinvent themselves in times of globalisation, digitisation and market concentration. Success is achievable when the entire team is involved in the change management process, when a buzz is created around what is new and when everybody’s innovative capabilities are used.


1:00 pm – 1:45 pm | Dynamite for mavericks
Dr. Peter Kreuz, Heidelberg/Germany

Digitisation, new competitors, changed customer needs and business models – change is here with a bang, not a whimper. This keynote presentation from Peter Kreuz will address how to cope with the pressure to stand out, the success that can be achieved by embracing necessary change and how having the courage to experiment and accept that mistakes will be made can make a difference.

Peter Kreuz is an entrepreneur, an author who has featured on the Spiegel bestseller lists and a founder of the “Rebels at Work” initiative. The Financial Times compared the doctor, a social scientist, economist and former professor of marketing at the Vienna University of Economics and Business, to a match that ignites breakthrough thinking.

1:45 pm – 2:15 pm | Artificial intelligence and creativity – a muse for companies
Florian Dohmann, Birds on Mars GmbH, Berlin/Germany

Roman Lipski, a famous painter from Berlin, finds inspiration in his artificial intelligence muse, the first of its kind in the art world. This represents a new kind of symbiosis between man and machine. What if such inspirational artificial intelligence could be applied in other creative areas as well?

Florian Dohmann is founder and managing director of Birds on Mars GmbH, a Berlin-based company that enables organisations to develop strategies, spaces, teams and applications at the connections of artificial and human intelligence. From Berlin, he is an expert in data, artificial intelligence and digital transformation, a technologist and an artist. As a consultant, he works across industries and supports customers looking to develop their sustainable data and AI capabilities.

2:15 pm – 3:00 pm | Let’s play: design thinking
Lena Pieper, Coburg University of applied sciences and arts, Coburg/Germany

An introduction to design thinking as a method and mindset for user-centric, context-oriented product and service design: how and why the method works (and when it doesn’t), insights into the process, best practices, opportunities and challenges for industry and trade.

Lena Pieper has worked on projects for Sennheiser, Ferrero, Hipp, Nivea and more with various agencies in Hamburg, Hanover and Berlin as a design thinking coach, lecturer and designer in the areas of strategy, branding, product design and packaging. The qualified product designer (M.A.) is currently researching innovation communication and techniques at Coburg University of Applied Sciences.

3:00 pm – 3:30 pm | The TrendGallery 2019 trends
Reyne Rice, ToyTrends, New York/USA

Reyne Rice presents the three toy trends 2019: "Ready, Steady, Play!", "The WOW Effect", "Toys 4 Kidults". She is a Global Trend Hunter, and CEO/Founder of ToyTrends, Co-President of ITMA, journalist and contributing editor for multiple international publications. A consultant, media spokesperson, keynote speaker, industry analyst and judge on Toys and Kids Tech Awards. She reports on trends and innovations, and owns ToyTrends consultancy, since 2003.

Social media, influencer marketing and storytelling are the modern marketing buzzwords. Only if you know how your customer communicates your message can be placed effectively.


1:00 pm – 1:30 pm | Next-gen marketing – marketing strategies for the next decade
Joeri Van den Bergh, InSites Consulting, Wondelgem/Belgium

Based on dozens of international expert interviews with senior marketing executives of renowned brands (such as PepsiCo, LEGO, LEVI’s, Beiersdorf, , MasterCard, eBay, IKEA, Tommy Hilfiger…), Joeri Van den Bergh will share his insights on brands that bond beyond disruption and how you can speed up your NextGen (Gen Y & Z) marketing strategies.

Joeri Van den Bergh is co-founder, managing partner and NextGen expert at InSites Consulting, a global 'new generation' research agency. He has extensive experience of all aspects of branding, marketing and advertising to kids, teens & young adults and is an awarded global thought leader and marketing author on the impact of Millennials and Generation Z on marketing and business.

1:30 pm – 2:15 pm | Successful influencer marketing for the toy trade
Heide Herbst, blogfoster GmbH, Berlin/Germany
  • How does successful influencer marketing work?
  • How do retailers select the right influencers? What does the right set of influencers look like?
  • Which indicators are important to measuring performance? Rules, performance values and indicators in influencer marketing
  • The most common types of fraud in influencer marketing
  • How does influencer marketing work in the retail sector?


Heide Herbst advises customers on influencer marketing in her role as Team Lead Sales for Germany, Austria and Switzerland with the blogfoster influencer marketing platform and designs successful influencer marketing campaigns. Previously, she had been responsible for international new customer acquisition, the development of new influencer marketing solutions and more.

2:15 pm – 3:00 pm | The battle for attention or: how to win customers with compelling stories!
Dr. Nikolaus Förster, Impulse Medien GmbH, Hamburg/Germany

Do you still believe that you can reach customers through facts? Then keep on dreaming. But don’t be surprised if you end up being ignored. You will only grab attention if you aim deeper: at their hearts or gut – where the actual decisions are made. This is all the more true in the digital age. Dr Nikolaus Förster will show how storytelling helps attract attention and secure success.

Dr Nikolaus Förster trained as a journalist, did his doctorate on storytelling (“The Return of Storytelling”) and was a member of the editorial development team of the “Financial Times Germany” in 1999, and then a reporter, head of the commentary section and head of department at the business newspaper. He became editor-in-chief of “impulse” in 2009, and has been the publisher of this leading business magazine since 2018.

3:00 pm – 3:30 pm | The TrendGallery 2019 trends
Reyne Rice, ToyTrends, New York/USA

Reyne Rice presents the three toy trends 2019: "Ready, Steady, Play!", "The WOW Effect", "Toys 4 Kidults". She is a Global Trend Hunter, and CEO/Founder of ToyTrends, Co-President of ITMA, journalist and contributing editor for multiple international publications. A consultant, media spokesperson, keynote speaker, industry analyst and judge on Toys and Kids Tech Awards. She reports on trends and innovations, and owns ToyTrends consultancy, since 2003.


Trailer Toy Business Forum 2019

 

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The TrendGallery is your first port of call if you are specifically looking for new products. This is where you find the industry’s product novelties bundled for you. From January on, the TrendGuide will also give you a quick online overview of the newly exhibited products at the Spielwarenmesse®.

 

The best new products at the fair are honored each year with the ToyAward in the categories Baby & Infant, PreSchool, SchoolKids, Teenager & Adults, and Startup. This quality label is a helpful guide to retailers and consumers deciding what to order and buy.

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