This was Spielwarenmesse 2026!
Exchange, trends and new perspectives for the toy industry
The 75th Spielwarenmesse brought the international toy industry together in Nuremberg from 27 to 31 January 2026, delivering tangible momentum for the year ahead. The anniversary edition made its mark well beyond the exhibition halls: Nuremberg's Imperial Castle was bathed in red light, while the Spielwarenmesse logo was projected onto the Frauentorturm. Inside the halls, the fair offered countless opportunities to discover trends, experience innovations and forge valuable business connections. From seasoned industry professionals to first-time visitors – Spielwarenmesse 2026 demonstrated just how vibrant and forward-looking the world of toys truly is.
Exhibitors at Spielwarenmesse 2026 in numbers
From international market leaders to creative start-ups - exhibitors from all over the world presented their innovations and products.
2,313 exhibitors from 68 countries showcased their latest products at Spielwarenmesse 2026 – this means 82% international participation.
488 new exhibitors brought fresh ideas and innovative products to Nuremberg – a testament to the enduring appeal of the world's largest toy fair.
Across 175.000 m² of gross exhibition space, a unique marketplace for toy innovations from around the globe took shape.
The top 10 exhibitor countries at Spielwarenmesse 2026 were Germany, China, Hong Kong SAR, Great Britain, USA, the Netherlands, Spain, France, Italy and Poland.
Real conversations instead of presentations! The intensive, personal dialogue with our customers about our new products is already a highlight for us at the start of the year. The international nature of the attendees is also a clear advantage at Spielwarenmesse. The fair is rounded off by the atmosphere and the mood – in my opinion it is almost like a huge networking event that is valued internationally.
Constanze Schuhmann
Marketing & Online Communication
Simm Spielwaren GmbH
Spielwarenmesse is an indispensable event every year, and the 75th anniversary makes it especially exciting. It offers an unrivalled platform to showcase innovations and to make and nurture valuable contacts. We are thrilled to be part of this global community and look forward to shaping the future of play together.
Julia Goldhammer
Managing Director
LEGO GmbH
The trade fair is for us far more than just a business event: it has enabled us to further solidify the deep relationships we began building a year ago. The cheerful, inspiring atmosphere of Spielwarenmesse feels like coming home – and we are leaving with more energy than ever to take our growth to the next level.
Julian Miller
Co-Founder
McMiller
The anniversary fair, celebrating 75 years of Spielwarenmesse in Nuremberg, exudes a special charm and impressively underscores its continuing appeal — as an internationally renowned industry meeting and as a trend barometer for the toy industry.
Axel Kaldenhoven
Managing Director
Schmidt Spiele
This is where the largest selection of toy manufacturers, buyers, inventors and decision-makers from around the world gather. If you want to experience the latest and greatest trends in the toy industry, this is the place to be.
Alec Bell
Sales
Schylling Inc.
Visitor numbers at Spielwarenmesse 2026
Thousands of trade visitors from all over the world used Spielwarenmesse to exchange ideas, discover new trends and establish business relationships.
58,941 trade visitors came to Nuremberg to discover trends and build business relationships.
65.5% of trade visitors travelled from abroad. Spielwarenmesse remains the central meeting point for buyers and decision-makers worldwide.
123 countries, one fair: Spielwarenmesse 2026 brought the global toy industry together in Nuremberg – from independent retailers to international corporations.
The top 10 visitor countries were Germany, Italy, China, Great Britain, the Netherlands, France, Spain, Poland, USA and Austria.
Spielwarenmesse will always be on the calendar because it is a cornerstone of our core business.
Michael Edl
Managing Director, Purchasing, Marketing & Sales
ROFU Kinderland Spielwarenhandels GmbH
I have been coming to Spielwarenmesse for many, many years — I really enjoy it. It’s convenient for me that the whole industry is here. All the major manufacturers are present, but also many others you meet here. You can easily arrange meetings and find good partners — and we have to prepare for the Christmas season.
Thomas Panke
Managing Director
Held der Steine GmbH
It was fantastic. We held talks with many different stakeholders in the industry, especially with publishers, who belong to our most important target groups.
Marcus Carleson
Game Designer
Hitster
Specials by Spielwarenmesse 2026 – Discover variety, take home inspiration
Spielwarenmesse 2026 once again served as a showcase for innovation and creative concepts. Across the entire exhibition grounds, a range of specials invited visitors to experience the latest trends first-hand and explore the breadth of the toy industry.
The ToyTrends 2026 set the agenda for the coming season: Under the banner of "AI Loves (to) Play", the potential of artificial intelligence in the world of play took centre stage, while "Creative Mindfulness" shone a light on creative and mindful play concepts. A particular highlight was pib the robot, who provided trade visitors with valuable additional information and quickly became a favourite photo opportunity.
Toys for Kidults brought to life just how diverse play for adults can be. Trade visitors could test board games with experts, race on the Carrera track, battle it out in the Beyblade Arena or steer the remote-controlled Siku tractor through the Kidults House. A data wall featuring exclusive market research from Circana underlined the growing potential of this market segment.
With the Sustainable Collection, sustainability became visible across the entire exhibition grounds for the first time: sustainably produced toys were identified at exhibitor stands through dedicated labelling. Complementary sessions at the Toy Business Forum explored the topic from a range of perspectives.
At the StartupArea, young companies presented their products and concepts to an international trade audience – fresh ideas and innovative approaches took centre stage. The New Product Gallery remained a major draw: compact showcases made the season's most important new products accessible at a glance.
The Special Sports, Leisure, Outdoor brought energy and movement to the fair. Alongside the latest outdoor trends and leisure products, trade visitors could try their hand at pickleball on a dedicated court and test new products first-hand. Once again, Spielwarenmesse proved to be the place where the dynamism of the industry comes alive.
ToyAward 2026 – Rewarding ideas, setting trends
The ToyAward is one of the toy industry's most prestigious accolades – and interest in 2026 was remarkable: 609 products were entered for the coveted award, which each year highlights innovative ideas and forward-looking developments. The ceremonial awards presentation took place at the well-attended Toy Business Forum and attracted considerable attention from trade visitors and media alike.
Throughout the fair, the winning and nominated products could be discovered and tried out at the ToyAward stand.
Talks and knowledge formats – Deepening expertise, gaining new perspectives
Beyond the exhibition halls, Spielwarenmesse 2026 offered an extensive programme of talks, panels and new formats.
At the Toy Business Forum in Hall 3A, trade visitors enjoyed a rich and varied programme: 23 talks by 22 speakers from 8 countries, 6 "Exhibitors on Stage" presentations, 5 show acts, 3 podcasts, 3 panel discussions, 2 award ceremonies, 1 ToyPitch and the brand-new "Value of Play" congress. In total, 4,087 guests attended the forum to learn about toy trends, artificial intelligence, sustainability and Kidults, and to exchange ideas with international experts.
The LicenseTalks at the LicenseLounge in NCC West also enriched the knowledge offering. In an inviting lounge atmosphere, current developments, best practices and market trends in the licensing industry were presented. The format offered not only first-hand expertise but also space for lively discussion and direct exchange with industry insiders.
Networking events – Making connections, sharing experiences
Networking, inspiration and shared experiences are an integral part of Spielwarenmesse. The fair is far more than a place for business contacts – it creates opportunities for encounters, exchange and memorable moments.
The evening events ToyNight and RedNight strengthened the sense of community in Nuremberg. With music, conversation and a relaxed atmosphere, exhibitors, trade visitors and partners came together to celebrate the 75th anniversary and make new connections.
The LicenseLounge was once again a popular meeting point for the licensing industry, where trends were discussed, partnerships initiated and experiences shared in an informal setting.
With the new Toy Community Meetup, a format was launched for the first time that specifically brought together retailers, manufacturers, start-ups and content creators. Open exchange was at the heart of it: current industry topics were discussed in a relaxed setting and new ideas picked up directly.
The Game Inventors Convention also gave creative minds and game inventors the opportunity to present their concepts, engage with potential partners and receive valuable feedback.
