Rubies Showtime: Costumes live on the catwalk at the toy fair

With Rubies Showtime at the toy fair, Rubies deliberately focused on staging rather than simply presenting its products. Instead of static displays, selected themed worlds were shown live on the catwalk. The aim was not only to explain the costumes, but also to bring them to life – through movement, styling, lighting, and music. This approach clearly sets the show apart from classic stand presentations.

Costumes in use instead of static presentation

The focus was on the effect of costumes when worn. Cuts, materials, and details often only reveal their strengths when in motion. On the catwalk, it became clear how role models, colors, and silhouettes interact as soon as the wearers appear. The showtime made it clear that dressing up is an overall experience – consisting of role, appearance, and atmosphere.

Festival and hippie themes with multiple uses

Festival and hippie themes were a central highlight. These were deliberately not limited to carnival, but were staged as versatile looks – suitable for festivals, summer events, or theme parties. It is precisely this multiple use that is relevant for retailers and end customers, as costumes are not limited to a few days a year. The catwalk presentation clearly underlined this flexibility.

Pop culture and role models on the catwalk

In addition to open theme worlds, licensed characters played an important role. Characters such as Deadpool were performed to show their effect in a live context. Variations beyond classic classifications were also presented, such as Lady Deadpool. The show made it clear that costumes today are less tied to rigid gender roles and function more on the basis of personality and attitude.

Masks and makeup as part of the overall concept

Another focus was on professional masks. Products from the Jofrika range were used in a live demonstration to show how makeup can intensify the effect of a costume. Elaborate makeup—such as the cactus motif shown with glitter, mica, and aqua makeup—demonstrated that dressing up does not end with the costume. Makeup, color, and details are crucial to the overall effect.

• Live presentation of costumes on the catwalk
• Staging of festival, hippie, and pop culture themes
• Presentation of costumes in motion and real-life use
• Combination of costume, styling, and professional makeup

Significance of Rubies Showtime for the trade fair and market

Rubies Showtime fulfilled a clear function: it showed retailers and visitors how costumes are intended to be used—as an experience rather than a static product. The catwalk presentation highlighted current themes and demonstrated how versatile many looks can be. At the same time, Rubies positioned itself as a supplier that not only picks up on trends, but also actively stages them.

In the context of Messe.TV, this contribution complements classic product presentations in a meaningful way. Showtime provides the visual and emotional framework that explains why costumes work – and why they remain relevant far beyond individual occasions.