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The 2018 International Toy Fair was clearly influenced by a changed perspective on play. In conversation with Ernst Kick, it quickly became clear that trends cannot be designed on the drawing board, but arise from social developments.
Play reflects life on a small scale, with the children's room becoming a laboratory for what adults exemplify. This is precisely where the three central themes that shaped the event come from: nature, team spirit and a deliberately relaxed approach to play.
The first major trend can be summarised under the term nature. This does not mean a romanticised retreat, but rather a playful approach to elementary experiences. The spectrum ranges from little gardeners and experiment kits to simple biological contexts. Children should grow plants, observe how things grow and understand that processes take time. This trend is closely linked to a need to slow down. In an increasingly digital world, analogue experiences are becoming more important. Nature-related play ideas create a counterpoint to sensory overload and at the same time offer learning incentives without being didactic. The key is that discovery is not presented as a chore, but as an invitation to try things out.
The second focus is on team spirit. Many new games no longer follow the classic principle of winners and losers, but instead emphasise cooperation. Goals can only be achieved together, roles complement each other, and communication becomes a central element of the game. This approach reflects social developments in which cooperation is becoming increasingly important. Children learn to contribute to groups, take responsibility and be considerate. At the same time, a different gaming experience emerges: less competitive pressure, more shared experiences. Team spirit is thus not taught theoretically, but experienced practically.
The third trend was particularly emphasised: fun for the sake of playing. Just for fun means that not every game has to fulfil an educational purpose. The moralising tone recedes into the background, and immediate enjoyment comes to the fore. This is not about arbitrariness, but about accepting that playing can also be an end in itself. Laughter, surprise and light-heartedness are central components. It is precisely this attitude that ensures that children play voluntarily and engage with new content. Fun thus becomes not the opposite of learning, but a prerequisite for it.
According to Ernst Kick, trends do not emerge in isolation within the industry. They develop from everyday life, from technical innovations, from social discussions. Children observe adults, want to understand their world and imitate them. What becomes relevant in real life sooner or later finds its way into play. Electronics, clothing, professions and new forms of communication are translated into play. The Spielwarenmesse acts as a seismograph in this regard. It brings together trends, highlights developments and shows which topics have reached critical mass.
The question of educational content comes up in many conversations. It becomes clear that educational elements are nothing new. Play has always been a means of imparting skills. Numbers, letters, languages and worlds of experience can be explored through play without losing the character of the game. The key is balance. Educational content must not overshadow the playful aspect. In Europe, especially in the northern part, parents attach great importance to quality, materials and meaningfulness. In other regions, fun or digital aspects are more important. These differences also shape the orientation of the products.
Another aspect that was omnipresent in 2018 is the combination of classic toys with digital elements. Laptops, smartphones and apps are increasingly appearing in children's rooms. This development is not seen as a short-term trend, but as a permanent change. Digital components open up new worlds of play, enabling sounds, movements and three-dimensional effects. At the same time, traditional toys retain their relevance. The future lies in combining both worlds, not in replacing one with the other.
In addition to established manufacturers, the Spielwarenmesse also offers space for young companies. Special areas enable start-ups to present their products for the first time and gain trade fair experience. In addition, there are government support programmes that provide financial support to innovative companies over several years. This structure ensures that new ideas become visible and can develop further. Innovation does not only arise in large corporations, but often at the fringes of the industry.
Despite rising sales, growth is reaching its spatial and economic limits. The exhibition grounds are at full capacity, and expansion is hardly possible. Pricing also requires a sense of proportion. The industry is operating at a high level, with limited room for growth. The 2018 Toy Fair thus presents a nuanced picture. Nature, team spirit and fun are not short-lived buzzwords, but expressions of deeper developments. They mark an industry in transition, one that combines tradition and innovation and sees play as a mirror of society.
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