Spielwarenmesse: Trends 2020

Choose language


Toy Trends 2020

Whichever medium you use – whether newspaper, YouTube or radio – you will encounter the latest and hottest trends: e-mobility in the automotive industry, digitalisation in the retail world, sustainability. What trends are having an impact on the toy sector? The Spielwarenmesse® TrendCommittee has done the legwork for you and filtered out the global 2020 toy trends.

Click on the KeyVisual below to learn more about the trend.

Toys for Future


What will tomorrow’s world be like? Our children are also grappling with this question. The Fridays for Future student demonstrations and their impact on politics and society show that climate activism is gaining importance worldwide. After all, our Earth is unique and irreplaceable. We cannot start early enough to make even the very young aware of this topic. Environmental awareness, sustainability and renewable energy can be explained in a child-appropriate manner through play. And toys made of various eco-friendly materials are not only fun to play with, but also kind to the environment at the same time.

Digital goes Physical


Even before they can talk properly, little ones know exactly how to move their favourite character around a tablet. And bigger kids can’t imagine life without smartphones, video games, YouTube and the like. Computer games are no longer simply played in living rooms at home but are capable of filling entire stadiums as professional competitions. The market for eSports keeps growing inexorably. Digitalisation continues to make inroads in all areas, thereby also bringing inspiration to the world of classic toys. The stars of the virtual world are a hit in children’s bedrooms as soft toys, action figures, board games, puzzles and much more.

Be You!


Small children don’t think twice about approaching others or making judgement based on appearance, background or religion. The older they get, the more prejudices develop. But variety is the spice of life. Playing together encourages togetherness and helps us to understand each other. However, play can also support us in particular life situations. For example, play has a positive effect on patients with dementia or Parkinson’s disease. Additionally people with special needs or disabilities can train their skills in leisure and therapy through play.


TrendCommittee 2020

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.
Jackie Breyer is Group Publisher at Adventure Publishing. She has been reporting on retail and toy industry trends for 17 years as Editorial Director of The Toy Book and The Toy Insider. She has been featured on CNBC's Power Lunch, NBC Nightly News, CNN, MSNBC, China Global Television Network, Cheddar, Fox & Friends, and the Netflix series, The Toys That Made Us. Jackie is the 2012 recipient of the Wonder Woman in Toys, Licensing & Entertainment Award in the field of Journalism & Social Media.
Daniele Caroli, born in Milan, Italy, in 1945, started his career as a journalist in 1970; until 1985 in the music business and later in consumer electronics. As editor-in-chief of the nursery products trade magazine Il Giornale dell’Infanzia (1994-2018) and of the toy trade magazine Giochi & Giocattoli (2000-2013), he acted as President of the Baby Care Magazines International association BCMI (2004-2007) and of the International Toy Magazines Association ITMA (2008-2012). Since August 2018 he is editor-in-chief of the nursery products trade magazine Parents’ Choice, published in Moscow in Russian and English.
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.
Steven Ekstract is the founder and publisher of License! Global magazine and various other publications for the licensing industry. In addition, he speaks extensively on licensing at conferences around the world. Ekstract is also the publisher of “Licensing for Dummies”, which provides a clear overview of the licensing business.
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.
Lena Hedö is the editor in chief of Lek & Babyrevyn, the Swedish trade magazine for Toy and Baby. She is also working for the Toy and Baby association in Sweden. She serves as Co-President of ITMA (International Toy Trade Magazine Association). She has been in the toy industry more than 40 years, most of the time in a family company with 13 toy stores. Lena became CEO of the Swedish toy association for retailers in 2002 when the family company was sold to Brio.
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.
Urszula Kaszubowska is the Editor-in-Chief of “Branza Dziecieca” – the biggest Polish trade magazine covering both toy industry and baby products sector. She is a member of the judging panel of the Toy of the Year contest in Poland. Urszula also has a background in publishing. For seventeen years she had been working for one of the biggest publishing houses in Poland, i.a. as the Publishing Director for hobby magazines.
Reyne Rice is a Global Trend Hunter. She serves as Co-President of ITMA (International Toy Trade Magazine Association), and is a journalist and contributing editor for multiple international publications, including The Toy Book and Spirit of Play. Reyne serves as a consultant, broadcast media spokesperson, keynote speaker, industry analyst and judge on multiple Toy and Kids Technology Award committees. She travels to 24 global trade shows a year always sleuthing for, and reporting upon the newest and most relevant trends in toys & games, entertainment and licensing, and kids & family technology. Reyne owns her own consultancy, ToyTrends, since 2003 based in New York.
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.