75th Anniversary – Part 4: Founding Exhibitors

By Sibylle Dorndorf 

They are hardly known, yet they form an elite among companies: the Hidden Champions. These secret heroes are usually successful, medium-sized, family-owned businesses that are leaders in their niche. Of the approximately 4,000 hidden champions worldwide, around 1,600 are based in Germany. all of which play an immense role in the economy. They focus on specific technologies and create unique products, including in the toy industry. Let’s shine a spotlight on these inspiring heroes.

Understatement is the USP of the Hidden Champions…

The fourth journey back to the founding years of Spielwarenmesse begins as sporty as it is playful. Emwe Rathgeber GmbH offers everything that gets people of all ages moving. Anyone who wants to swing high is in the right place with Emwe. Daring climbers, ball virtuosos, as well as resilient and tough boxing fans will also find what they’re looking for. And for those seeking a break after all the action, Pebaro provides inspiration. Peter Bausch GmbH & Co. KG is a very special hobby universe. Here, the “mother of all saws” is crafted—a term used by experts for the fretsaw, as it enables fine work and delicate contours in wood. A truly virtuoso instrument …

Emwe Rathgeber GmbH – We’ll get the job done.

Where we come from

Back when “outdoor” simply meant “go get some fresh air,” Emwe Rathgeber GmbH was already in the middle of the action. For more than 164 years, the company has been sending children, young adults, and kidults outside—and with great success. The renowned manufacturer of garden games under the Emwe brand was founded in 1862 in Schlotheim, Thuringia. Today, this family-run business is based in Staufenberg, in the district of Göttingen, and is managed by Sven Rathgeber.

Who we are

Aim, focus, throw – the long-established company Emwe-Rathgeber has always been on the ball, making it a mainstay of the toy industry. With high-quality products, the company promotes motor skills in young children. For older kids, Emwe provides movement, leisure fun, and an important balance to digital everyday life. Under the renowned Emwe brand, you’ll find children’s and baby swings, balls, skipping ropes, climbing ropes, as well as table tennis sets and boxing equipment. The Emwe classics, crafted from high-quality woods, are virtually indestructible and impress with their elegant design.

Sven Rathgeber … on a personal note

Sven Rathgeber, what is known about Emwe’s early years at the trade fair?

The most interesting fact I only learned recently from a former long-standing sales representative (89). He told me that the prices printed in our company catalogues during the early years of the fair were retail prices. Back then, there was still fixed price maintenance. Retailers usually received fixed discounts on these retail prices. Those were the days …

The toy industry is one big family. And Spielwarenmesse is like a family reunion. What do you look forward to every year?

Every year, we look forward to reuniting in Nuremberg—especially to the conversations with our regular customers from Germany, Switzerland, Austria, the Netherlands, Denmark, and even overseas. Many of these customers have been loyal to us for a very long time. Equally important for our success is, of course, the opportunity to present our products in Nuremberg to new customers, who often become regulars over the years. A personal highlight for me each year is also the exchange with our sales representatives and with the Spielwarenmesse staff who stop by our stand. And, of course, a chat with our neighboring exhibitors over a cup of coffee or tea is simply part of the experience.

Are there still some products that Emwe presented at the very first Spielwarenmesse?

Yes, there are. Some of our absolutely proven and popular products today, as well as 75 years ago, are our Emwe baby and children’s swings, rope ladders, ring toss games, and skipping ropes. Incidentally, skipping ropes are currently making a strong comeback.

What are your wishes for Emwe Rathgeber and Spielwarenmesse?

We wish for Spielwarenmesse and for our company to continue having many highly satisfied regular and new customers, plenty of visitors, and dedicated, content employees on both sides. When all of that is in place, the owners will be satisfied as well.

Peter Bausch GmbH & Co. KG: The fretsaw – a symbol of German craftsmanship

Where we come from

At Pebaro, “Made in Germany” is no empty promise: the fretsaw sets have always been—and continue to be—manufactured exclusively in Wuppertal, as are the fretsaw templates. Founded in 1919, Peter Bausch GmbH & Co. KG has always been based in Wuppertal-Ronsdorf. The brand name Pebaro was created from this connection. As a tool manufacturer, the company specialized early on in the production of fretsaw tools and saw frames, and remains the market leader in this segment to this day. Over the years, a wide range of hobby products was developed as a second pillar. Today, the company is managed by Tanja Schnitzler and Manfred Bausch.

Who we are

Peter Bausch GmbH & Co. KG is the only company in Germany that still produces fretsaw sets. There used to be 13 manufacturers. This traditional company has even made it into the shop of the Museum of Modern Art (MoMA) in New York, where a Pebaro fretsaw cabinet was sold over an extended period. The name Peter Bausch stands - now as then - for a very high standard of quality and for products that inspire creative people. This, along with the satisfaction of Pebaro customers, is the guiding principle of the company.

Manfred Bausch and Tanja Schnitzler … on a personal note

Tanja Schnitzler, Manfred Bausch, what is known about Pebaro’s first appearance at Spielwarenmesse? 

Manfred Bausch: Unfortunately, there are no more contemporary witnesses, but from stories I know that setting up and dismantling the booth was very laborious back then. Everything had to be carried, and much had to be done by hand. The journey from Wuppertal to Nuremberg also took a very long time. They always spent the night in the Spessart region.

The toy industry is one big family. And Spielwarenmesse is like a family reunion. What do you look forward to every year?

Tanja Schnitzler: Our whole family has made the pilgrimage to Spielwarenmesse in Nuremberg together every year. I myself have attended ever since I was old enough to be allowed in. My daughter was already there as a baby in her stroller. For me, it’s always a pleasure to travel to Nuremberg—the city has a very special charm.
For many years, Nuremberg was our most important trade fair, and we always looked forward to meeting up with fellow exhibitors each year. The head of Donau Elektronik always celebrated his birthday during the fair, so there was a traditional raspberry cake. And our dear trade fair hostess, Mrs. Laube, would bring Weißwürste to all our friendly neighboring stands every Sunday.

Manfred Bausch: And every evening after 6 p.m., we would sit together with our neighboring exhibitors. It was simply part of the experience. That sense of conviviality was highly valued.

Is there still a product that Pebaro presented at the very first Spielwarenmesse?

Tanja Schnitzler: Of course, our main product, the fretsaw, has always been part of our range and has remained unchanged over all these years. Naturally, many more accessories have been added, but we are still primarily a manufacturer of fretsaws.

Manfred Bausch: In this segment, we have always been a trendsetter. The introduction of our fretsaw board with clamping device, a tremendous relief for children, marked a milestone. This was followed by the launch of our automatic fretsaw frame. Both products were registered with the patent office.

What are your wishes for Pebaro and Spielwarenmesse?

Our goal is to reach 100 years of Spielwarenmesse!

Unforgettable and amusing moments

Peter Bausch, Peter Bausch GmbH & Co. KG: The demand for fretsaws was so high back then that we had to put up a “Sold Out” sign at our booth. We simply couldn’t accept any more orders.

Meet further founding exhibitors

75th Anniversary – Part 1: Founding Exhibitors
Our gratitude goes out to Heless, Glocken-Huck and Loquai Holzkunst.

75th Anniversary – Part 2: Founding Exhibitors
Our gratitude goes out to Ravensburger, Märklin and Haba

75th Anniversary – Part 3: Founding Exhibitors
Our gratitude goes out to Tipp-Kick, Teddy-Hermann and rolly toys

About the Author
Sibylle Dorndorf has been writing about the toy industry for almost 30 years, most recently as editor-in-chief of the TOYS magazine family at Göller Verlag, Baden-Baden. Her passion: companies that reinvent themselves, brands that position themselves credibly, people who have something to say and products with a future.