Nuremberg Toy Fair as a barometer of the toy market

The Nuremberg Toy Fair is one of those events where sheer scale speaks for itself. Crowded aisles, lively discussions, international exhibitors and a virtually endless variety of products demonstrate the industry’s significance for retailers, manufacturers and licensors.

In conversation with Ernst Kick, Chairman of the Board of Spielwarenmesse eG, it becomes clear that this fair is not only a marketplace but also an early indicator of developments in the toy market. The scale is impressive: around one million products and some 75,000 new items are presented at the event. Anyone who theoretically wanted to see every single product would have only a fraction of a second to do so. In practice, therefore, the fair operates differently. Visitors arrive with clear interests, seek out specific product categories, observe trends or nurture existing business relationships. This is precisely where the strength of a trade fair of this size lies: it covers the entire spectrum without every participant having to take in everything.

Spielwarenmesse eG and its international trade fair business

Spielwarenmesse eG does not just organise the leading event in Nuremberg. In Nuremberg itself, there is also a further trade fair for paper, office and stationery products. Furthermore, the company is active internationally – including with events in Istanbul, Moscow and Mumbai. This structure is complemented by sales offices in numerous countries. For exhibitors, this international network is a key factor. Those present in Nuremberg can gain easier access to further markets through the organisation. This support throughout the year is particularly important for companies seeking to tap into new sales markets. The trade fair company sees itself not merely as an organiser, but as a service provider for a global industry.

A trade fair for all age groups

The toy market cannot be reduced to children alone. Whilst traditional toys remain at the heart of the market, many sectors are equally aimed at adults. Model making and model railways are examples of segments heavily influenced by collectors, hobbyists and customers with an interest in technology. At the same time, there are dedicated sections for baby and toddler products, educational toys and traditional toys. This broad scope explains why the fair remains relevant to so many different visitor groups. Retailers, buyers, manufacturers and developers find not only products there, but also insights into how needs are changing.

Smart toys and classic toys side by side

A clearly discernible trend is the growing sector of smart toys. Electronics and information technology are increasingly finding their way into children’s bedrooms. Toys are becoming more connected, responding more strongly to input and expanding traditional play mechanics with digital elements. At the same time, traditional toys are not disappearing. Especially for younger children, tactile, simple and open-ended play options remain important. Electronics can only be used effectively from a certain age onwards. The market is therefore not developing towards replacement, but towards expansion. The key trends can be summarised as follows:

• Smart toys with electronics and digital functions
• Traditional toys with imaginative and role-play elements
• Educational products to promote cognitive skills
• Designer toys for higher-end consumer groups
• Games focusing on sustainability and social responsibility

Train Your Brain, Design and Everyday’s Hero

Among the future themes presented is Train Your Brain. This refers to products designed to promote cognitive skills from an early age. Brain training is thus understood not merely as a learning task, but as a playful principle. A second trend concerns design. High-quality design is gaining importance, particularly among buyer groups who value aesthetics and material quality as well as functionality. Design is not merely an additional feature here, but part of the positioning. With Everyday’s Hero, another aspect comes to the fore: children should be introduced to social responsibility, sustainability and taking initiative at an early age. Toys thus also become a medium for social issues, without losing their playful character.

Play as a mirror of life

Ernst Kick describes play as a reflection of the world. Children mimic adult life, observe behaviour and transfer it into their own play worlds. That is why the future of play cannot be viewed in isolation from social developments. When everyday life, technology, family life or consumer behaviour change, toys change too. This openness makes forecasts difficult, but it is precisely for this reason that the market remains dynamic. The Spielwarenmesse showcases not only what is currently selling, but also the issues preoccupying the industry. Spanning international trade, smart toys, classic play and new educational themes, the event remains a central hub where the toy market takes shape. For manufacturers, retailers and observers, it offers a concise overview of an industry that is constantly evolving – yet remains true to a fundamental principle: play remains a part of life, not just childhood.