Spielwarenmesse 2026: Birthday Greetings from the Lord Mayor
The toy industry is warmly welcomed in Nuremberg
By Peter Budig
Marcus König became Lord Mayor in May 2020. Aged just 40, he was elected to lead the metropolis of Northern Bavaria. What are his earliest memories of Spielwarenmesse? What is his view of the industry's leading trade fair and the city’s flagship event today? To mark Spielwarenmesse's 75th anniversary, König spoke to Spirit of Play.
My Grandfather already attended Spielwarenmesse
„I come from a family where board games were always played. I have continued this tradition; at home we play popular, entertaining games, recently Monopoly (the Nuremberg edition), UNO and Wizard.
My earliest memory of Spielwarenmesse is very positive: my grandfather, who worked in the insurance sector, visited clients there. And he always brought me a surprise from the fair.
Even as a child, and still today, I am amazed at how the fair annually transforms the appearance of the city. The fair is not a UFO that briefly lands; it changes everything. Flags hang everywhere, the streets are full of people, the world comes to Nuremberg. During this time, the locals stay away from their regular restaurants, knowing that all the seats have long been reserved by international guests.
My first visit to this world-leading fair was as a city councillor. I was already responsible for finance – and I realised that this leading trade fair brings millions in revenue to the city, benefitting restaurants, hotels and shops.
Marcus König became involved in local politics early on: In 1994, he joined the Junge Union, became district chairman of the Schüler-Union and led the Junge Union Nuremberg. Both are youth organisations of the CSU, which he has been a member of since 1998. In 2008, he was elected to the city council of his hometown, and in 2017 he was elected parliamentary group leader of the CSU. In the 2020 local elections in Nuremberg, he stood as his party’s candidate for Lord Mayor. In the run-off election, he achieved 52.20% of the vote and has held the office of Lord Mayor since 1 May 2020. In March 2026, he will stand again as the CSU’s lead candidate in the local elections.
Changed opinion about the trade fair
As a young city councillor, aged 28, I also put forward the motion that the fair should open up to the public, to the citizens. The Abendzeitung picked up the topic, and there were huge headlines. Today, I see it differently: This trade fair is important for retailers. It sets trends and propels a key industry forward worldwide.
Gamification in politics
Playful elements, what is now called gamification, are important in politics. I can even think of a very current example: On 15 September 2025, we celebrated Democracy Day. We invited children to the “Erfahrungsfeld der Sinne” (Field of Experiences for the Senses), which is also a place for play. There, we played a complex rope-pull game with the children, and together they “moved the Lord Mayor”. In play, you learn that you cannot always win. You learn to deal with triumph and defeat. That is part of what makes play a cultural and educational asset. That it is so is, for me, indisputable.
I congratulate Spielwarenmesse and am very much looking forward to the anniversary year 2026. A lot will happen in the “play city” of Nuremberg. We will celebrate together in style, even if I don’t want to reveal any details just yet.
Marcus König
Marcus König, born in 1980 in Nuremberg, grew up in St. Jobst-Erlenstegen. He is a politician who took the “second educational path”. His career shows that this so-called “second” path often means a career requiring particular perseverance and determination.
From 1999 to 2002, he trained as a banker at Dresdner Bank in Nuremberg. He then worked as a financial advisor in the credit business. After the merger with Commerzbank AG, he quickly advanced: from 2011 to 2017, he was branch manager for various branches and from 2017, department director.
Celebrate the 75th anniversary of Spielwarenmesse in Nuremberg together with the global toy industry and Lord Mayor Marcus König!
About the author
Peter Budig studied Protestant theology, history and political science. He worked as a freelance journalist, headed up the editorial department of a large advertising paper in Nuremberg for ten years and was the editor of Nuremberg’s Abendzeitung newspaper. He has been freelancing again since 2014 as a journalist, book author and copywriter. Storytelling is absolutely his favourite form.
