Spielwarenmesse: The way from the own product idea to the ToyAward

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Toy Award Spielwarenmesse


The way from the own product idea to the ToyAward

from Spielwarenmesse eG

Family-run Xtreme Toys & Sports was initially known for its licensing and merchandising articles – until their nomination for the ToyAward at the Spielwarenmesse® 2017. For a total of ten years they marketed, among other things, the Michael Schumacher Ferrari license and they have been the licensing partners of the German Football Association (DFB) and the DFL Bundesliga for several years. Their broad assortment reflects their love of play, sport and leisure. With their "chalk bombs" (german: "Kreidebomben"), Xtreme Toys & Sports has developed their own product for colourful leisure fun that also got nominated for the ToyAward.

The specially created chalk bags bring colourful fun to the streets. The chalk bombs colour each object they hit. They come in six neon colours and can be thrown over 200 times. No matter whether the target is another person or a street – they create different motifs on asphalt or clothes and are, of course, washable. It's obvious where the idea came from:

The inspiration behind the chalk bombs are the Holi festivals, where the joy of colour and the fun that is shared by young and old are the main focus. And this pleasure did not wane even in Lisbon, when some volunteers tested the hand-sized chalk bags in the streets. – "The reactions on the streets were fantastic, because passers-by got involved with the game. The bombs let us be children again – and are far removed from the digital world," says Amina Wagner-Ewig, the company's Key Account Manager. Such resonance surpassed all expectations and paved the way for the success of the neon-coloured chalk balls.

Huge success at the fair

When it was clear that the chalk bombs would appeal to such a large number of different age groups, it soon became evident that the coming trade fair appearance would turn out to be a very special one. For the 18th time now, Xtreme Toys & Sports travelled to Nuremberg to exhibit at the Spielwarenmesse®. But for the first time ever, one of their products was nominated by the jury for the ToyAward.


Achieving something at the ToyAward is a clear statement, a commitment and belief in the item and its impact on the market as well as on the toy industry. In our view, the ToyAward is a seal of quality and a special honour. We couldn't have imagined that the chalk bombs would be as successful as they were. The joy was, therefore, all the greater when we learned about the nomination

Amina Wagner-Ewig, Key Account Manager

While the chalk bombs didn't actually succeed in winning the ToyAwards, XTREM Toys & Sports attracted a great deal of attention during the fair, drawing a huge number of visitors to their stand.


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Spielwarenmesse eG

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