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Looking for the Toy Trends 2018

 


Explore Nature

Children spend far too much time in front of computers, smartphones and TVs and less and less time outdoors. Some see nothing beyond their own four walls, school and the supermarket anymore. Many city kids end up believing cows are purple and hens lay colourful eggs. They don’t realise the really exciting adventures awaiting them right outside their front door. “Explore Nature” is to bring children closer to nature again and encourage them to really explore and investigate.

Just for Fun

Must toys always have a deeper meaning? And invariably encompass a learning function? Sometimes, toys should just be plain fun. Play for play’s sake. Where it’s all about the enjoyment of play. Whether alone, in pairs or in a larger group. Without complicated rules. Because there is no right or wrong. Simply letting imagination and ingenuity run wild. 

Team Spirit

Cooperation, social interaction and flexibility are skills which play an ever more important role for both the young and old in our society. Only together are we strong and capable of solving tasks and problems. This involves talking a lot with one another, respecting other options and also learning how to compromise. Lone operators do not emerge the victors in the end. We need to work together to win!

TrendCommittee

John Baulch has over 35 years’ experience of working in the UK toy trade press. In June 2011 he launched his own toy trade magazine, Toy World, which has established itself as the leading UK toy magazine, renowned for having its finger on the pulse of the vibrant, fast-moving toy industry. John also writes a popular weekly blog, which appears on the Toy World website every Friday.
Daniele Caroli, born in Milan, Italy, in 1945, started his career as a journalist in 1970; until 1985 in the music business and later, until the mid-90’s, more and more in consumer electronics, dealing with both consumer and trade magazines. In 1994 he was appointed editor-in chief of Il Giornale dell’Infanzia, the Italian baby care products trade magazine, which he still runs today. From the year 2000 to March 2013 he was editor-in-chief of Giochi & Giocattoli, the toy trade magazine published by the same company. He was also President of the International Toy Magazines Association from 2008 to 2012.
Maria Costa, PhD in Learning Sciences, has been the head of the Children Research Department at AIJU since 1992, a Technological Institute of Children Products located in Spain. She has conducted multiple research projects in the areas of play, toys, technology, childhood, family’s lifestyles, prospective or future scenarios. For 25 years, as the coordinator of the “Games and Toys Guide”, she has managed the analysis by experts and children of more than 5000 toys. She is also the author of several articles, posts and books related to changes in society, parenting, children’s preferences, trends in children’s products and stores. She has managed a panel of 7,000 Spanish families to carry out market research since 2001. With this broad knowledge, she acts as a consultant for toy companies.
Axel Dammler is managing partner of iconkids & youth, the biggest German institute specializing in research on kids and juveniles. He has worked with young target groups since 1992 and has conducted numerous studies on national and international media and consumer goods markets since then. He also works as a consultant and has had several books published in addition to more than 50 articles. His latest book, “Pink Knights, Black Princesses”, deals with the gender discussion and was released in October 2011.
In her most recent initiative Richa Dikshit co-founded and sold Yellow Giraffe (an online toy store). Richa has done extensive work around consumer experience and trends in the toys and baby care segment and she has been continuously devoting her time to monitor the industry trends and applies the same in the context of Indian consumer. Richa also founded ToyTasting in 2011 as an online video channel on toys. Since then ToyTasting has established itself as a toy industry consultant, working with leading global brands. Mother of two girls, she earlier worked at Alliance Bernstein and Merrill Lynch. She currently stays with her girls and husband in Mumbai, India.
Philippe Guinaudeau is a Senior Consultant with 25 years of experience in marketing research. He is also the CEO of Kidz Global, the leading Quantitative Market Research and Consulting firm for all children orientated consumer markets. Prior to joining Kidz Global, Philippe was a Director of The NPD Group Inc as well as a Marketing Manager at Mattel. He started as a Durable Goods Consultant at AC Nielsen prior to joining NPD. He has more than 25 years of marketing and analysis experience, and has a unique global analytical perspective. Guinaudeau is also the creator of the Toy Markets in The World Report, international statistics on the Toys markets in the world.
Marek Jankowski helps companies from toys and baby products sector raise their profile and establish new business contacts. He is the founder of “Branza Dziecieca” – the biggest opinion-forming magazine in the children’s products industry in Poland. From 2011 to 2017 he was a member of the management board of Polish Toy Association, and in 2014 was chosen the President of Baby Care Magazines International. He is the author of two books: “Great Small Business” and “Small Business Pitfalls”.
Gabriela Kaiser, born in Frankfurt in 1969, studied Textile Engineering with a major in Design in Mönchengladbach and worked as a designer for almost 6 years before going into business for herself with a trend agency. She has been working as a trend scout and consultant across Germany since 2002. Well-known companies in industry and commerce as well as trade fairs and magazines now number amongst her clients. From summer 2010 until winter 2013/14 she has been lecturing in Strategy and Trend Research in the Design Department at the Georg Simon Ohm University of Applied Sciences in Nuremberg. When researching new trends, Gabriela Kaiser always focuses on the entire lifestyle.
Reyne Rice is a toy industry trend expert/consultant, with 30 years experience marketing, researching and analyzing the toy industry and youth market. Reyne has developed products and solutions for the media, consumers, trade associations, retailers, manufacturers, licensors and entertainment studios. Her career experience includes working as a journalist, trend expert and consultant for international toy trade associations and publications in the USA, Europe and Asia, for another dozen years. Reyne has articles published in over 60 countries, and is a frequent Keynote speaker at USA and International conferences. Since 2003, Reyne has owned her own consultancy, Toy Trends.
Jane Wong is Deputy Director of Editorial Department in TOY INDUSTRY, the biggest monthly magazine in China toy business. Based in Guangdong Province, the world's largest toy manufacturing hub, she has direct access to latest and hottest news on products, manufacturers, and industrial moves. She also works on research and analysis on international and domestic toy markets, and writes articles, reviews and blogs for Toy Industry Omnimedia Center, the most influential digital toy press in China.

Toy Know-How for your businesses

Integrated into the TrendGallery in Hall 3A, the Toy Business Forum 2018 offers interested toy professionals compact, free presentations. Current market developments from the toy industry and the retailing world as well as the latest trends in the areas of marketing, sales and licences are presented by top-class international speakers. The Toy Business Forum is devoted to a specific topic each day.

 
1:00 pm - 1:45 pm | What's next in toys, games and kids technology?
Reyne Rice, ToyTrends, New York/USA

Take a whirlwind view at some of the newest trends and products found across the toys, games and technology spectrum, as we enter 2018, and beyond. Discover which products and manufacturers are leading innovations and change.

Reyne Rice has more than 30 years of experience in the toy industry, and entertainment & kids' technology industries. She develops products and solutions for the media, consumers, trade associations, retailers, manufacturers and licensors. She has been working as a Toy Trend Specialist, Consultant, International Journalist and CEO of her own consultancy firm, ToyTrends, for 15 years. 

1:45 pm - 2:15 pm | The future of buying: Retail trends in 2025
Mark Sievers, KPMG AG, Hamburg/Germany

Offline and online worlds are converging. But brick-and-mortar retailers remain the first port of call for consumers. According to a study conducted by KPMG EHI, HDE and Kantar TNS, consumers increasingly want new order and delivery options and more seamless links between all business processes. This talk will focus on the future of e-commerce and new digital services. The speaker will also look at the omni business model with respect to trends in the toy market.

Mark Sievers has a business degree and is a partner at KMPG AG Wirtschaftsprüfungsgesellschaft, Hamburg. His focal point is the retail and consumer goods sector. Together with consumer markets specialists he serves a renowned national and international clientele from within the consumer goods, food & drink and retail sectors.

2:15 pm - 2:45 pm | The world to come and the future of play
Richard Gottlieb, Global Toy Experts, New York/USA

The toy industry is at the mercy of forces beyond their control. His talk takes a look at these forces, the changes they will bring about and how we in the toy industry can respond. He will look at

  • demographics (birthrates),
  • technology (anything from self-driving cars to drones),
  • politics (international trade),
  • economics (upward and downward pressure on pricing, stability, interest rates, etc.),
  • social change (attitudes towards gender) etc. that are going to have an impact on toys, play and the business of toys and play.

 

Richard Gottlieb is an internationally known consultant, speaker and commentator on the business of play. He is CEO of Global Toy Experts, a toy industry consulting company and Publisher of Global Toy News, a magazine of opinion about the toy industry. He is frequently interviewed by print and television media for his thoughts on toys and the business of play.

2:45 pm - 3:15 pm | Worldwide trends in licensing
Charles Riotto, LIMA, New York/USA

Charles Riotto is President and CEO of the International Licensing Industry Merchandisers’ Association (LIMA), the world’s leading trade group for licensing professionals, with over 1,100 member companies worldwide.  Prior to joining LIMA in 1997, he served as Executive Director of the International Recording Media Association and previously as Marketing Director and Executive Director of the Toy Manufacturers of America, Inc.

3:15 pm – 3:45 pm | The TrendGallery 2018 trends
Dr. Maria Costa, AIJU Technological Institute for Children's & Leisure Research, Valencia/Spain

Dr. Maria Costa presents the three toy trends 2018: "Explore Nature", "Team Spirit" and "Just for Fun". She has been the head of the Children’s Research Department at AIJU, a Technological Institute for children’s products located in Spain, since 1992. She has conducted multiple research projects in the area of play, toys, technology, childhood, family lifestyles and prospective or future scenarios. She is also the author of several articles, posts and books related to changes in society, parenting, children’s preferences and trends in children’s products and stores.

1:00 pm – 1:45 pm | Your store as a multi-media experience
Bernd Albl, Umdasch Shopfitting Group GmbH, Amstetten/Austria

There is no stopping the onward march of digitalization in retailing. Consumers have grown accustomed to switching channels as the mood takes them. For brick-and-mortar retailers, this means that customers are increasingly looking for digital added value in stores. The speaker will address the success factors that must be considered in relation to in-store multimedia experiences using examples of best practice from the retail sector.

Bernd Albl is the Managing Director of the Digital Retail Division at Umdasch Shopfitting Group GmbH. Between 2008 and 2011 he headed the product marketing segment at Fabasoft, an IT company. As the Senior Director of Ars Electronica he founded the AE Solutions business unit in 2011, which implements interactive media projects on an international scale. Bernd Albl is a member of the Umdasch Innovation Circle and author of the article titled "Hybrid Shopping" which was published in "Handbuch Ladenbau" (a guide on shopfitting) in 2015.

1:45 pm – 2:30 pm | The retail trade in digital times: Where are retailers online?
Dr. Markus Preißner, IFH Köln GmbH, Cologne/Germany

Digitalization is effecting a lasting change in business and society, and therefore retailing as well. New technologies integrated into daily life are increasingly affecting how consumers shop and handle information. This change is also having an impact on the toy trade. Increasing digitalization opens up new opportunities and challenges for retailers and these must be seized and faced.

Dr. Markus Preißner studied Business and International Marketing at Cologne University and Dublin City University. He joined the IFH Institute for Trade and Research in Cologne postdoctoral. As the scientific head he conceives and leads studies for wholesale and retail businesses and co-operations. A special focus is dedicated to the analysis on topics such as customer satisfaction, customer typologies, the customer journey as well as the structural change and the inner-city vitality in the digital era.

2:30 pm – 3:00 pm | How brick and mortar masters digital
Christian Prill, Factor Design GmbH & Co KG, Hamburg/Germany

The success of a toy retailer depends on three factors: clarity, technology and empathy. This means having to think across all channels, link digital and analogue worlds and turn customers into fans. Find out how in this talk.

Christian Prill is Brand Strategy Partner at FACTOR. His principal interest focuses on the development and strengthening of customer-centric competitive strategies for the digital era. He routinely holds presentations and publishes articles on this topic in specialist media. Also, Christian Prill is actively involved in the Deutsche Designer Club as the Director Hamburg.

3:00 pm – 3:30 pm | The TrendGallery 2018 trends
Dr. Maria Costa, AIJU Technological Institute for Children's & Leisure Research, Valencia/Spain

Dr. Maria Costa presents the three toy trends 2018: "Explore Nature", "Team Spirit" and "Just for Fun". She has been the head of the Children’s Research Department at AIJU, a technological institute for children’s products located in Spain, since 1992. She has conducted multiple research projects in the area of play, toys, technology, childhood, family lifestyles and prospective or future scenarios. She is also the author of several articles, posts and books related to changes in society, parenting, children’s preferences and trends in children’s products and stores.

1:00 pm - 1:45 pm | Multi-, cross- and omni-channel retailing
Prof. Hanna Schramm-Klein, University of Siegen/Germany

Everyone is talking about multichannel retail systems, but setting up a multichannel system is not enough in and of itself to guarantee success. Rather, there is a multitude of strategic alternatives, from multi-channel and cross-channel through to omni-channel retailing. Each of these alternatives has some validity and can provide opportunities for success depending on the set goals of different retailers. The alternatives and their respective strategic focus will be looked at in the talk, while options for structuring the customer journey in the multichannel environment specific to the toy industry will be discussed.

Prof. Hanna Schramm-Klein has held the chair of marketing at Siegen University since 2009. Her fields of research include, amongst others, aspects of national and international trade marketing, trade management and consumer goods marketing. As a recognised marketing and trade researcher, her focus lies on trade marketing and sales channels management (and here especially, omni-channel and multi-channel retailing) and she has published numerous relevant articles on this.

1:45 pm - 2:15 pm | Best Practice: The retailer, a wanderer between the worlds
Bodo Meyer, Spiel+Freizeit Nagel, Osnabrück/Germany

Bodo Meyer successfully manages a toy and specialist baby shop in Georgsmarienhütte in the third generation. The product range includes over 30,000 articles and covers everything from baby items to toys for children to leisure products for adults who are young at heart. He has faced the challenges presented by the Internet trade for years with multi-channel strategies such as Click and Collect, online shipping and drop shipment or eMarketing activities.


2:15 pm - 3:00 pm | Marketing 4.0 – Youtube beats TV, Facebook and the followers
Ralf Wendland, Agentur Servicemeisterei, Heiningen/Germany

There are countless discussions about toys every day in social networks. Parents in particular, the key target group for the toy industry, are highly active on social media and find it a quick and simple way to discover the right toys and discuss these with other parents. That is why social media offers manufacturers and retailers in the toy industry a unique opportunity to be part of these discussions between parents and helps to actively acquire new customers. This talk will demonstrate very clearly, using practical examples, how best to succeed with this approach and what needs to be borne in mind.

As the Managing Director of an agency that goes by the name of servicemeisterei, the business graduate has been accompanying numerous national and international enterprises from the toy sector with their projects on branding, strategy development, communication and even the innovative use of social media channels for many years. With his work, he always merges the strategic perspective with the customers’ viewing angle and makes a point of anchoring the brand and the strategy with the employees of the companies.

3:00 pm – 3:30 pm | The TrendGallery 2018 trends
Reyne Rice, ToyTrends, New York/USA

Reyne Rice presents the three toy trends 2018: "Explore Nature", "Team Spirit" and "Just for Fun".  She has more than 30 years of experience in the toy industry, and entertainment & kids' technology industries. She develops products and solutions for the media, consumers, trade associations, retailers, manufacturers and licensors. She has been working as a toy trend specialist, consultant, international journalist and CEO of her own consultancy firm, ToyTrends, for 15 years.

1:00 pm – 1:45 pm | Successful buying: optimising the range, the brand and the margin
Peter Hollo, Ph - International Consultants, Ottobeuren/Germany

More than a few of us involved in purchasing would love to get our hands on one of those famous crystal balls that would allow us to see into the future. Imagine how amazing that would be. Never again make a wrong decision or order too much stock. Always have the right products at the right time, and in the right quantity. Unfortunately, such a dream is very unlikely to come true. But there is still a lot we can do to achieve a positive outcome.

Peter Hollo is considered a seasoned toy expert, a tough negotiator when it comes to buying and an excellent strategist. Many industry insiders know him from his 11-year long activity for MÜLLER in Ulm, where he was last in charge of international buying and selling of toys and seasonal articles in Germany, Austria, Slovenia, Croatia and Hungary. In 2012 he founded "Ph – International Consultants" and ever since has been consulting to international big players, but also mid-sized enterprises on HR marketing, employer branding or organisational design.

1:45 pm – 2:15 pm | Best Practice: Buying smart in the toy trade
Wolfgang Blatt, Urmel … richtig gutes Spielzeug, Mannheim/Germany

Wolfgang Blatt has been involved in the toy trade after changing careers since the mid-nineties. He opened his first toy store in Weinheim in 1994 and added a wholesale company two years later. Since 2001, he has run a store in Mannheim which he now successfully operates under the name URMEL... richtig gutes Spielzeug (really good toys). The company also has an online presence via the Urmel24.de online shop. Wolfgang Blatt swears by “smart” buying, in other words, ensuring the financial resources available are used to maximise the cost/benefit ratio for the retailer.

2:15 pm – 3:30 pm | Successful selling with emotional competence
Gaby Marx, Beratung für Sortimentsstrategie, Hagen/Germany

What motivates customers to buy? What is happening within our heads when making purchasing decisions? What constitutes a customer experience? What can brick-and-mortar stores offer customers that beats going online for their purchases? With almost every product you might want now available (online) at all times, the in-store experience is more about inspiring the customer at the POS. The greater the emotional impact of the contact on him, the more effectively he will remember the experience and more likely he is to want to repeat it.

Gaby Marx is a Professional of Trade and Commerce and Business Mediator and is currently pursuing her Master of Cognitive Neuroscience alongside her professional commitments, until 2018. She has been working in the retail trade since 1980, many years of which as a Manager, and since 2004 as an Independent Management Consultant to the book, stationery and toy sector. Presentations covering neuro-scientific know-how on practical selling, management and communication round off her profile.

3:30 pm – 4:00 pm | The TrendGallery 2018 trends
Reyne Rice, ToyTrends, New York/USA

Reyne Rice presents the three toy trends 2018: "Explore Nature", "Team Spirit" and "Just for Fun".  She has more than 30 years of experience in the toy industry, and entertainment & kids' technology industries. She develops products and solutions for the media, consumers, trade associations, retailers, manufacturers and licensors. She has been working as a toy trend specialist, consultant, international journalist and CEO of her own consultancy firm, ToyTrends, for 15 years. 

1:00 pm – 1:45 pm | Marketing trends for toy retailers
Prof. Harald Eichsteller, Stuttgart Media University, Stuttgart/Germany

Experts have been proclaiming for more than 30 years that the customer is king and the focus of considerations. But is this really so? Is it not still all about the product, promotion and channel? And ultimately, isn’t the price the decisive criterion for buying a product? Prof. Eichsteller attempts to increase the focus once again on a customer-centric perspective, taking into account the retail space and in-house digital approaches, with the hope of inspiring retailers to be innovative.

Prof. Harald Eichsteller has been a Professor at Stuttgart Media University since 2003 and can draw on 20 years of practical experience as an Entrepreneur and Manager within the industry, agencies and media companies. As the publisher of the www.digital-dialog-insights.de series of studies he is considered a leading expert on combining classic and digital marketing and has been a consultant to the toy industry for many years.

1:45 pm – 2:15 pm | Online marketing: How to optimise your website
Stephan Sigloch, KlickPiloten GmbH, Stuttgart/Germany

Stephan Sigloch has been doing business online since 1997; ten years of this timespan as the Managing Director of a large Internet and eCommerce agency with over 50 employees. Today, he manages KlickPiloten, an online marketing agency based in Stuttgart, and advises national and international customers on integrated digital marketing. KlickPiloten plans, advises, designs and supports B2B and B2C clients with their online marketing.

2:15 pm – 3:00 pm | Shopfit for future: 10 rules for a showroom that sells
Stefan Suchanek, RaumKunst, Munich/Germany

Not all people are customers, but all customers are people. That is why a sales space should work at both a functional and emotional level. A successful store is not only nicely presented but, more importantly, has the RIGHT design that supports dialogue and generates a positive response. The retail world is then intuitively a meeting place again. The friendly, welcoming atmosphere helps boost sales. And a customer will only go ahead and buy in a place he feels comfortable.

Stefan Suchanek founded the interior decoration and design firm RAUMKUNST more than 15 years ago following his interior design studies. As a consultant for interior design, shop fitting and sales promotion, he designs showrooms. As a speaker, he conveys their application in promoting sales with the help of examples from brain research, neuro-marketing and sales psychology. Moreover, he is a lecturer at AMD Akademie für Mode & Design and the author of numerous contributions on interior design and sales promotion in specialist magazines.

3:00 pm – 3:30 pm | The TrendGallery 2018 trends
Reyne Rice, ToyTrends, New York/USA

Reyne Rice presents the three toy trends 2018: "Explore Nature", "Team Spirit" and "Just for Fun". She has more than 30 years of experience in the toy industry, and entertainment & kids' technology industries. She develops products and solutions for the media, consumers, trade associations, retailers, manufacturers and licensors. She has been working as a toy trend specialist, consultant, international journalist and CEO of her own consultancy firm, ToyTrends, for 15 years. 


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Trailer Toy Business Forum 2018

The TrendGallery is your first port of call if you are specifically looking for new products. This is where you find the industry’s product novelties bundled for you. The TrendGuide will also give you a quick online overview of the newly exhibited products at the Spielwarenmesse® 2018. Find out more here in January 2018.

 

The best new products at the fair are honored each year with the ToyAward in the categories Baby & Infant, PreSchool, SchoolKids, and Teenager & Adults. This quality label is a helpful guide to retailers and consumers deciding what to order and buy.

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