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Looking for the Toy Trends 2018


Explore Nature

Children spend far too much time in front of computers, smartphones and TVs and less and less time outdoors. Some see nothing beyond their own four walls, school and the supermarket anymore. Many city kids end up believing cows are purple and hens lay colourful eggs. They don’t realise the really exciting adventures awaiting them right outside their front door. “Explore Nature” is to bring children closer to nature again and encourage them to really explore and investigate.

Team Spirit

Cooperation, social interaction and flexibility are skills which play an ever more important role for both the young and old in our society. Only together are we strong and capable of solving tasks and problems. This involves talking a lot with one another, respecting other options and also learning how to compromise. Lone operators do not emerge the victors in the end. We need to work together to win!

Just for Fun

Must toys always have a deeper meaning? And invariably encompass a learning function? Sometimes, toys should just be plain fun. Play for play’s sake. Where it’s all about the enjoyment of play. Whether alone, in pairs or in a larger group. Without complicated rules. Because there is no right or wrong. Simply letting imagination and ingenuity run wild. 

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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 still runs today. 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 also President of the International Toy Magazines Association from 2008 to 2012.
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.
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 toy industry trend expert/consultant, with 30 years experience marketing, researching and analyzing the toy industry and youth market. Reyne has developed products and solutions for the media, consumers, trade associations, retailers, manufacturers, licensors and entertainment studios. Her career experience includes working as a journalist, trend expert and consultant for international toy trade associations and publications in the USA, Europe and Asia, for another dozen years. Reyne has articles published in over 60 countries, and is a frequent Keynote speaker at USA and International conferences. Since 2003, Reyne has owned her own consultancy, Toy Trends.
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.
Trailer Toy Business Forum 2018

Toy Know-How for your businesses

Integrated into the TrendGallery in Hall 3A, the Toy Business Forum 2018 offers interested toy professionals compact, free presentations. Current market developments from the toy industry and the retailing world as well as the latest trends in the areas of marketing, sales and licences are presented by top-class international speakers. The Toy Business Forum is devoted to a specific topic each day.


Program preview 2018

Wednesday, 31 January 2018
What´s next? Insights from trend experts

Thursday, 1 February 2018
Digital or dead? Will you survive the future?

Friday, 2 February 2018
Multichannel & more? Many roads lead to the customer

Saturday, 3 February 2018
Toy Business Academy – buy right, sell successfully

Sunday, 4 February 2018
Marketing reloaded – innovative ideas and creative concepts

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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. The TrendGuide will also give you a quick online overview of the newly exhibited products at the Spielwarenmesse® 2018. Find out more here in January 2018.


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

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