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The Toy Trends 2020

Toys for Future

What will tomorrow’s world be like? Our children are also grappling with this question. The Fridays for Future student demonstrations and their impact on politics and society show that climate activism is gaining importance worldwide. After all, our Earth is unique and irreplaceable. We cannot start early enough to make even the very young aware of this topic. Environmental awareness, sustainability and renewable energy can be explained in a child-appropriate manner through play. And toys made of various eco-friendly materials are not only fun to play with, but also kind to the environment at the same time.

Digital goes Physical

Even before they can talk properly, little ones know exactly how to move their favourite character around a tablet. And bigger kids can’t imagine life without smartphones, video games, YouTube and the like. Computer games are no longer simply played in living rooms at home but are capable of filling entire stadiums as professional competitions. The market for eSports keeps growing inexorably. Digitalisation continues to make inroads in all areas, thereby also bringing inspiration to the world of classic toys. The stars of the virtual world are a hit in children’s bedrooms as soft toys, action figures, board games, puzzles and much more.

Be You!

Small children don’t think twice about approaching others or making judgement based on appearance, background or religion. The older they get, the more prejudices develop. But variety is the spice of life. Playing together encourages togetherness and helps us to understand each other.

However, play can also support us in particular life situations. For example, play has a positive effect on patients with dementia or Parkinson’s disease. Additionally people with special needs or disabilities can train their skills in leisure and therapy through play.

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.
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 became CEO of the Swedish toy association for retailers in 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.
Trailer Toy Business Forum 2020

Toy Know-How for your businesses

The Toy Business Forum 2020 brings you exciting presentations and talks on themes that are of genuine interest to the toy industry. High-calibre international speakers will bring you up to date on all the relevant themes free of charge – current developments in the market, the latest trends from the world of trading and toys, as well as change management and marketing. The Toy Business Forum – right in the centre of the Trend Gallery in Hall 3A – will focus on a specific theme each day, allowing you to acquire new knowledge according to your particular area of interest in a relaxed atmosphere.

 

Keep track of what is going on in the trend jungle. We help you to identify the relevant trends in 2020 for toys, retail and industry and show you how you can use this knowledge to your advantage for your everyday business.


1:00 pm – 1:45 pm | Emerging trends and innovations in toys, games and kids tech
Reyne Rice, ToyTrends, New York/USA

What's next in toys, games and kids technology: Come experience a visual cavalcade of new ideas, trends and technologies shaping kids' toys, play products and experiences in 2020 and beyond.  Explore emerging trends with a global perspective, and be inspired by the latest generation of toys, games and play! Gain new knowledge, meet new players, and be inspired.

Reyne Rice is a world-renowned global trend hunter & CEO/founder of ToyTrends, a journalist published in 60+ countries, and Co-President of the Int’l Toy Trade Magazine Association. She travels the globe with a keen eye for focusing on new play trends and emerging kid’s technologies. She attends 24+ trade shows annually and is a keynote speaker at 20+ global events.

1:45 pm – 2:15 pm | Consumer attitudes and toy trends for eco-babies and bio-parenting
Clara Blasco, AIJU. Technological Institute for Children´s products & leisure, Valencia/Spain

How is sustainability understood by new parenting styles and translated into the toys and games sector? The speech will reveal the main findings of the European research on changes in the awareness of sustainability. Examples of products will be provided and reasons given why Millennial parents are demanding them. The talk will highlight how to create business opportunities through new materials.

Clara Blasco is a design & trend researcher at AIJU. She has worked as a designer, UX researcher and lecturer. She detects user insights and trends to advise toy and childcare companies, coordinates R&D projects and facilitates innovation workshops from a Design Thinking perspective. She has written several publications. She is currently doing a PhD on innovation management in the toy industry.

2:15 pm – 3:00 pm | The world is changing, and so are we
Richard Gottlieb, Global Toy Experts, New York/USA

Demographic shifts in population plus structural shifts in how the world does business means that the toy industry must anticipate inevitable change and adapt to it. A look at how the toy industry can take advantage of a changing world and prosper.

Richard Gottlieb is the CEO of Global Toy Experts, founded in 1994, which provides consulting services to U.S. and international toy companies.  Richard is also the publisher of Global Toy News, a web-based magazine founded in 2009, co-producer of the annual Toy Talks Forum in Shenzhen, China and co-anchor of The Playground Podcast.

3:00 pm – 3:30 pm | The TrendGallery 2020 trends
Philippe Guinaudeau, Kidz Global & TrendCommittee, Paris/France

Philippe Guinaudeau presents the three toy trends 2020: "Toys 4 Future", "Digital goes Physical", "Be You!".

Philippe Guinaudeau is CEO of Kidz Global, an international market research & consulting firm, with offices in Paris and Hong Kong. He has extensive experience in the toys and games, and licensing and entertainment industries, since 1992, in the North American, European, Australian, Latin American and Asian markets.

Changing consumer behaviour, digitisation, and market concentration… new conditions call for new approaches and offer exciting opportunities. How do you find the courage to embrace change? How can change management help?


1:00 pm – 2:00 pm | Decide for yourself – before others decide for you
Stefan Hagen, Stefan Hagen Coach, Wipperfürth/Germany

We make thousands of decisions every day, both unconscious and conscious ones. The latter are often difficult for us. We dither and others decide for, or even about, us. It doesn’t have to be this way. We can decide for ourselves if we are alert, open and courageous. We can then transform inhibiting fears into respect, recognise opportunities and dare to decide for ourselves.

Stefan Hagen is Coach, Consultant and Motivator, who has made courageous decisions in his own life. The former public official, Managing Director and Management Consultant, is well-known from his “Hagen hilft” series. His manner and bold ideas have made him popular with German magazines and newspapers such as DER SPIEGEL, DIE WELT and Frankfurter Allgemeine Zeitung.

2:00 pm – 3:00 pm | Are you ready for change? How to manage change
Dr Dorothea Hartmann, system worx, Unterföhring/Germany

The world is currently changing at a rapid pace, and companies have to keep adapting as well. Are you ready for change? Find out here what change management is, what you should be aware of and what emotions you can expect in the change process. Examples of good practice are used to convey solid knowledge on how you can actively tackle change.

Dr Dorothea Hartmann is Consultant, Trainer and Coach at system worx (Munich) and Lecturer at the Technical University of Kaiserslautern (DISC). She has been a sought-after expert in management, team and organisational development, corporate culture and strategy for more than 20 years.

3:00 pm – 3:30 pm | The TrendGallery 2020 trends
Philippe Guinaudeau, Kidz Global & TrendCommittee, Paris/France

Philippe Guinaudeau presents the three toy trends 2020: "Toys 4 Future", "Digital goes Physical", "Be You!".

Philippe Guinaudeau is CEO of Kidz Global, an international market research & consulting firm, with offices in Paris and Hong Kong. He has extensive experience in the toys and games, and licensing and entertainment industries, since 1992, in the North American, European, Australian, Latin American and Asian markets.

Digital transformation is currently omnipresent. Big data, artificial intelligence and omnichannel strategies are just a few of the terms you should know about. What are they all about? And why are they so important for toy retailers?


1:00 pm – 1:45 pm | Digital retailing – From voice-enabled platforms to in-store experiences
Mailin Schmelter, IFH-Köln, Customer Insights, Cologne/Germany

Marketplaces, voice and digital assistants in brick-and-mortar stores – digitalisation is in full swing in the retail sector and has already had a lasting effect on how consumers behave and what they expect of retailers. In this presentation, opportunities and risks are discussed in equal measure. When looking to the future, we should be aware of the benefits of digital tools in retailing and precisely analyse which developments are truly essential to our business or would simply be nice to have.

Mailin Schmelter is the Strategic Insights Team Leader and Assistant Division Managerof Customer Insights at IFH Köln and the ECC Köln brand based there. In addition to strategic issues, she is primarily involved in individual market research and consulting projects focusing on the customer experience, cross-channel strategies, the customer journey and payment.

1:45 pm – 2:30 pm | A new world of experience – Visual communication in the digital age
Caroline Zöller, Forteam Kommunikation GmbH, Cologne/Germany

A journey into retail concepts and digital applications that wow customers in the form of installations that serve the need for information, facilitate infinite product variety or offer premium service quality. A glance at the concepts clearly shows that just one screen on its own is not enough. Find out what works in terms of digitalisation, what it is better to forego and what is coming down the tracks.

Caroline Zöller is the Founder of the Forteam Communications Agency. As a lecturer at the Retail Academy, she focuses on the topic of digitalisation and helps to organise workshops, seminars and store tours. She favours concepts that prioritise customer needs over technology.

2:30 pm – 3:00 pm | Holographic storytelling – The future of brands and product presentation
Kevin Proesel, Saint Elmo’s, Berlin/Germany

The era of holographic storytelling has dawned and Kevin Proesel shows how mixed, virtual and augmented reality are creating new opportunities for presentations and experiences. As powerful mobile devices become increasingly ubiquitous, web-based AR in particular will prove a key technology for consumer experiences in the future. He highlights the seamless media changes from print or packaging to AR that this will facilitate and what this will ultimately mean in terms of a paradigm shift from content marketing to discovery marketing.

Kevin Proesel has been part of the Saint Elmo’s Group since 2008. He has played a significant role in the agency’s focus on holographic content. His team has been creating seamless augmented reality experiences for brands and products since 2016.

3:00 pm – 3:30 pm | The TrendGallery 2020 trends
Reyne Rice, ToyTrends & TrendCommittee, New York/USA

Overview of the TrendGallery 2020 trends: Explore and understand these new 2020 Trends, See visual examples of products that fit the many ways this trend is evidenced in the toy market, in new and exciting ways, from multiple categories of products and representing a global of manufacturers.

Reyne Rice is a world-renowned global trend hunter & CEO/founder of ToyTrends, a journalist published in 60+ countries, and Co-President of the Int’l Toy Trade Magazine Association. She travels the globe with a keen eye for focusing on new play trends and emerging kid’s technologies. She attends 24+ trade shows annually and is a keynote speaker at 20+ global events.

Take a look at the future of retail with us. Your business will be defined by digital trends and innovative retail concepts. Find out how you can use them profitably and offer your customers the shopping experience they want.


1:00 pm – 1:45 pm | New Retaility – Tomorrow’s integrated retail trends
Theresa Schleicher, VORN Strategy Consulting, Berlin/Germany

Retailing was one of the first industries within which digitalisation took hold. But few could have imagined the enormous upheaval it would cause. Today, digital disruption is already in full swing in retailing. Its impact has been much greater than previously thought and it is the driving force behind a great deal of innovation and ideas in the retail sector.

Theresa Schleicher is Managing Director of VORN Strategy Consulting, the management consultancy of the Hirschen Group, which, with 800 employees, is among the top three agency networks in Germany. She has also been part of the Zukunftsinstitut think tank team for ten years and researches future trends with a focus on retailing.

1:45 pm – 2:15 pm | Amazon and retail – Is the e-commerce giant really hurting prices?
Andreas Bork, Finc3 Commerce GmbH, Hamburg/Germany

More than 40 million customers in Germany, more than 15% market share of the total spend on toys in Germany and every consumer, as well as retailer, can see at all times the price at which an item is currently being offered. Algorithm, matching, market prices – Amazon pricing is a mystery, or maybe it’s not?

Andreas Bork heads up global strategy consulting at Finc3 Commerce GmbH, Europe’s leading marketplace agency. This e-commerce and digital expert par excellence has 15 years of experience as an international management executive with market leaders such as Amazon and Sony.

2:15 pm – 3:00 pm | Selling 4.0 – Use digitalisation and wow customers
Sandra Schubert, SCHUBs Vertriebskonzepte, Rosenheim/Germany

Digitalisation is changing how we sell! Today’s consumers are much better informed and also more demanding. For retailers, this means they need more composure, more attention and more enthusiasm. “Happy Sales” shows you how to get everything running smoothly from the first contact and use real “aha!” moments to wow well-informed customers.

Sandra Schubert is a passionate salesperson and experienced sales and marketing expert. As a professional speaker, she wows her audience with all of her expertise, wit and enjoyment of selling! Her book “Happy Sales” inspires you to sell and shows you how it’s done!

3:00 pm – 3:30 pm | The TrendGallery 2020 trends
Reyne Rice, ToyTrends & TrendCommittee, New York/USA

Overview of the TrendGallery 2020 trends: Explore and understand these new 2020 Trends, See visual examples of products that fit the many ways this trend is evidenced in the toy market, in new and exciting ways, from multiple categories of products and representing a global of manufacturers.

Reyne Rice is a world-renowned global trend hunter & CEO/founder of ToyTrends, a journalist published in 60+ countries, and Co-President of the Int’l Toy Trade Magazine Association. She travels the globe with a keen eye for focusing on new play trends and emerging kid’s technologies. She attends 24+ trade shows annually and is a keynote speaker at 20+ global events. 

What exactly is a kidfluencer? How do you sell in our digital age? What do microbloggers do? We keep hearing of new ideas from the field of marketing. Keep track of them and discover new opportunities for your business.


1:00 pm – 1:45 pm | Between hype and reality: Get to know the really important marketing trends
Ralf Wendland, servicemeisterei, Heiningen/Germany

Marketing is a highly dynamic area today and is becoming increasingly complex due to new trends. This presentation uses many practical, interesting examples to show which of these trends the toy industry should really keep abreast of in the coming years and how you can use these for your own business.

Ralf Wendland is responsible within his servicemeisterei agency for strategic brand consulting as well as developing innovative marketing strategies that harmonise online and offline activities in the best possible way. He has also shown many brands in the toy sector new approaches to marketing in this capacity.

1:45 pm – 2:15 pm | The Aha! effect – How to win over customers
Dr Michael Gerharz, Dr. Gerharz | Kommunikation, die wirkt, Troisdorf/Germany

Do your customers buy because of fancy advertising or clever storytelling? Probably not. It’s been a long time since it was enough to simply throw a heap of money at the issue of customer acquisition. And it’s not even necessary with the “aha!” effect, which makes your company unique and irreplaceable for your customers because nowhere do they feel better understood.

Dr Michael Gerharz is Co-Founder of the creative duo aprilkind, the idea factory responsible for the successful Schlafmützen and Der Grolltroll licences. He is the author of the book “Der Aha-Effekt” (English: The Aha! Effect) and advises companies in all industries on aligning their communication with the needs of their customers.

2:15 pm – 3:00 pm | Generation online – The end of toys as we know it?
Michael Lorenz, grow.up. Managementberatung GmbH, Gummersbach/Germany

In his presentation, Michael Lorenz describes what is new about how children now play and use toys. He aims to show that play per se has not fundamentally changed – it is just that the wishes and needs of children have shifted in line with social trends. A rethink is therefore also needed with regard to toys in order to understand what children (and parents) want and what they need to be offered nowadays if companies are to remain relevant.

Michael Lorenz is Management Consultant, Trainer and Coach at grow.up. Managementberatung GmbH. Prior to that, he was Managing Director and partner at Kienbaum Management Consultants GmbH for many years and headed up the Human Resources Management division.

3:00 pm – 3:30 pm | The TrendGallery 2020 trends
Reyne Rice, ToyTrends & TrendCommittee, New York/USA

Overview of the TrendGallery 2020 trends: Explore and understand these new 2020 Trends, See visual examples of products that fit the many ways this trend is evidenced in the toy market, in new and exciting ways, from multiple categories of products and representing a global of manufacturers.

Reyne Rice is a world-renowned global trend hunter & CEO/founder of ToyTrends, a journalist published in 60+ countries, and Co-President of the Int’l Toy Trade Magazine Association. She travels the globe with a keen eye for focusing on new play trends and emerging kid’s technologies. She attends 24+ trade shows annually and is a keynote speaker at 20+ global events.


Media partner

 

 

 

The TrendGallery is the first port of call if visitors were specifically looking for new products. This is where visitors find the industry’s product novelties bundled. From January on, the TrendGuide will 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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