Dolls, Soft Toys
The only international trade fair platform for doll and soft toy manufacturers where the relevant top buyers are represented
Spielwarenmesse offers a prime platform for both established brands like Heless, Ty, and Nici, as well as newcomers, to showcase their dolls and plush products to a broad audience. At the fair, you’ll find a diverse range of classic and modern dolls, stuffed animals, accessories, as well as licensed items and design products. Over 30% of exhibitors showcase their products exclusively in Nuremberg.
The product group at a glance
- The exhibition area for this product group is located in Hall 1
- Presentation of dolls and plush products made according to traditional craftsmanship and with the utmost care
- These products are characterized by their long-lasting quality and detailed workmanship, making them timeless classics that will be treasured for generations
- In addition to their traditional character, dolls and plush products are often used for licenses and current trends, such as film and series characters, video game heroes or cultural icons
What our participants are saying
For us, the Spielwarenmesse is no longer about showcasing the entire product range, but about the quality of encounters. Here, we meet the best customers and have strategic conversations – that’s what makes the fair so valuable for us.
Frank Rheinboldt, CEO Fashion-Industry-Retail Margarete Steiff GmbH
Spielwarenmesse 2025 was very successful for us. We were particularly impressed by the high quality of visitors and the opportunity to connect with so many people.
Jane Hackford, Head of Sales DACH Ty Deutschland GmbH
Products
In this product group you will find amongst other things
- Dolls
Baby/fashion dolls, hand puppets, doll accessories, toy shops, domestic appliances and articles for children, hairdressing/vanity/doctors’ sets, interactive functional dolls - Soft Toys
Plush/fur/fabric toys, teddy bears, plush and fabric articles for babies and infants, collectors’ articles, functional plushLicence articles - Licensed articles, sustainable products and products for people with special needs complete the product portfolio.
Visitor groups
- Toy shops, baby shops, gift shops
- Drugstores, supermarkets, department stores
- Food retailers, discounters
- Mail order business, online shops
- Social and public institutions, nursery/school outfitters
- Leisure parks, funfair businesses
Target group – How is the market?
Dolls
Dolls are one of the oldest known toys. Although these small children’s toys have a long history, they are as popular today as ever. New models that reflect the diversity of humankind in all of our colours, shapes and characteristics or that break new ground with digital features show that there is no end in sight to innovation in this area. Accessories such as the traditional doll’s prams and houses also bring in solid sales in this category and complement a range.
Soft Toys
The market for plush toys continues to grow in the US and expectations for the years ahead are also positive. Classic cuddly toys are becoming increasingly interactive, with electronic components such as sensors and buttons now being used to enhance their familiar qualities. Licences are also keeping the market vibrant. Many familiar faces such as Elsa from Frozen, Harry Potter and classic Disney characters like Mickey Mouse are behind ever-new designs and therefore generating momentum in the product group.
