Spielwarenmesse: Press releases

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Spielwarenmesse® press releases

Upshot of International Toy Fair 2010: No crisis among the kids

  • Fair finishes with more visitors
  • Consumer goods fair creates positive impetus for the business year
  • Leading toy fair increases international importance again


Playing is always popular, and even more during the crisis. 76,600 trade visitors from 104 countries came to the Spielwarenmesse International Toy Fair Nürnberg from 04–09.02.2010 to fill their empty toy stores. This raised the number of visitors by some two per cent over the previous year (2009: 75,409). The 2,625 exhibitors noticed how the traders and buyers are tackling the new decade with optimism and willingness to order.

“The importance of the International Toy Fair has grown again for Mattel,” said Peter Broegger, General Manager of Mattel GmbH. He and many companies found the optimism this year was a distinct contrast to last year’s restrained ordering activity. 23.2per cent of the exhibitors said their customers were more interested in purchasing and ordering than the year before (2009: 9.4 per cent). The share of decision-makers among the visitors rose to 86.2 per cent (2009: 84.8 per cent), with 52 per cent of all buyers and traders coming from abroad (2009: 51 per cent). The slight drop for German visitors has been compensated for alone by the larger number of visitors from France, Great Britain, Poland, Russia and the USA. The six days of the fair showed a definite mood of a new beginning and the many adaptations to the contents of the fair were rated very positively.

The International Toy Fair expanded its product portfolio with baby articles in 2010. The companies that exhibited baby toys and articles in Baby’sWorld were delighted with the increased interest. 12.4 per cent of the visitors (2009: 8.3 per cent) were mainly interested in baby articles and baby toys. There was also more interest in educational toys and books. The importance of toys for children’s development therefore continues to grow.

For the first time, industry experts from all over the world exchanged views during the trend-setting “Building Our Future Toy Conference”. Richard Gottlieb, President of USA Toy Experts and presenter of the conference, sums up the consensus reached at the conference: “As long as there are children, traditional toys will accompany the development of the young generation. At the same time, the toy industry is enhancing the play value of toys with electronic components and will unite children all over the world through play in the future.”

The 1st Global Toy Summit attracted a great response. Traders called for the summit to become a permanent feature during the International Toy Fair. Ernst Kick, Chief Executive Officer of Spielwarenmesse eG, summed up initially: “The summit has started successfully, which encourages us to continue the programme.” The Industry Summit, at which representatives from the European Commission dealt with the safety directives, also attracted a lot of interest. The comparison of the different safety standards in Europe, the USA and Asia showed that harmonization is urgently necessary, but this will be a lengthy process. The many toy safety activities at the International Toy Fair, such as the summit complete with toy safety tests or the Testing + Inspecting Center, also made it clear: The future belongs to the children – but with safe and high-quality toys.

Work on the start of a new functional future for the Nürnberg exhibition centre was noticeable, but the rebuilding phase of the central entrance was accepted by everyone with goodwill. The toy industry is looking forward to next year, when the Spielwarenmesse International Toy Fair Nürnberg opens its doors again from 03–08 February 2011 in the splendour of the new entrance.

09.02.2010 – km

Information about the International Toy Fair 2010 on the Internet:

Press releases: www.toyfair.de/pk
Photo material: www.toyfair.de/photos
Sound bites: www.toyfair.de/radio
TV footage: www.toyfair.de/tv

Spielwarenmesse International Toy Fair Nürnberg

The Spielwarenmesse International Toy Fair Nürnberg, the leading international fair for toys, hobbies and leisure, is organized by the fair and marketing services provider Spielwarenmesse eG. The purely trade fair creates a comprehensive communication and ordering platform for 2,700 national and international manufacturers. The presentation of new products and the extensive industry overview provide a valuable pool of information for annual market orientation for some 75,000 buyers and toy traders from over 115 nations.

Fair dates: Spielwarenmesse International Toy Fair Nürnberg: 04–09.02.2010 / 03–08.02.2011



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