Nuremberg Toy Fair – a barometer for trends and change in the industry

For decades, the Nuremberg Toy Fair has been the international center of the toy world. What is presented in the halls of the fair influences product ranges in retail, production in industry, and often the wishes of entire generations of children. But the fair is much more than an XXL catalog. It is a marketplace, a test laboratory, a trend barometer – and a place where the changes in the industry can be observed in all their facets.

Between emotion and calculation: the dual dynamics of the market

Toys are an emotional product. When people talk about them, they almost always talk about childhood, education, values, and the spirit of the times. At the same time, the toy market is a tough business with tight margins, changing trends, and a high pace of innovation. The trade fair in Nuremberg brings both together: emotion and calculation. Those who exhibit at the Nuremberg Toy Fair are not only thinking about the child target group, but also about supply chains, trade margins, and packaging requirements. This is precisely why the fair is so relevant: because it shows how creative ideas can be translated into marketable products – or not.

New products with a strategic foundation

It is striking that the international toy fair does not thrive on effects, but on concepts. Successful exhibitors do not simply bring a new toy with them, but an idea – often supported by well-thought-out storytelling, media connectivity or educational added value. The days when a game was convincing solely on the basis of its presentation are over. Today, what counts is how it fits in: into educational concepts, into parental belief systems, into school structures or sustainability discourses.

It is precisely this connection that makes the Toy Fair so exciting for trade visitors. Here, they not only see what is being produced, but also the arguments used to sell it – and which markets are being targeted. Between the aisles, it often becomes clear that a good product today needs more than just good design. It needs attitude.

Digitalization and the analog countertrend at the Nuremberg Toy Fair

Hardly any other industry is caught between the conflicting forces of digitalization and a return to analog as strongly as the toy industry. On the one hand, there are app-controlled construction kits, interactive educational toys, AI-controlled robots, and VR extensions of classic game concepts. On the other hand, wooden toys, board games, craft kits, and deliberately “unplugged” offerings are experiencing a renaissance – not least as a counterweight to the dominance of screens in many children's everyday lives.

The Spielwarenmesse brings both together without favoring one over the other. Start-ups with digital products stand side by side with traditional manufacturers who deliberately focus on the tactile experience. And both find their audience. The decisive factor is not the medium, but the quality of the game: its connectivity, its educational or entertainment value – and sometimes simply its simplicity.

Sustainability: From trend to market requirement

What used to be a bonus at a toy fair is now often a must: sustainability has arrived in the toy industry – not just as a design idea, but as an integral requirement along the entire production chain. The fair clearly reflects this: from the use of certified materials and plastic-free packaging solutions to take-back concepts and recycling strategies. The creative approach to the topic is particularly striking: sustainability is no longer communicated as a sacrifice, but as an opportunity to raise one's profile. Those who break new ground here can set themselves apart – even from price-aggressive competitors. But the requirements are increasing. Retailers demand traceable information, legislators want clear standards, and consumers are paying increasing attention to origin, processing, and disposability. The Spielwarenmesse has also become a place where these discussions are held and concrete answers are presented.

Nuremberg Toy Fair: A trade fair experience with a clear profile

Unlike many large events, the Spielwarenmesse does not focus on eventization, but on precision. Access is reserved for trade visitors, and the profile is clearly defined. Those who attend are there out of professional interest, whether they come from retail, product development, publishing, or education. This creates an atmosphere of concentration: conversations rarely revolve around colorful brochures, but rather around target groups, print runs, availability, and marketing potential. At the same time, the Spielwarenmesse remains lively. Many exhibitors attach great importance to not only showing their products, but also making them tangible – through demonstrations, hands-on stations, or real-life play situations. This creates an environment in which business and enthusiasm can coexist.

Conclusion: Orientation in a market full of movement

The Spielwarenmesse is not a stage for showmanship, but a place of work for everyone who wants to make a difference in the industry. It shows which products work – and why. It reveals how social changes are translated into play concepts. And it provides orientation in a market that is constantly reorganizing itself. Anyone who wants to understand where the toy world is heading – not just visually, but structurally – will not find ready-made answers at this trade fair, but they will find a very clear picture.

Further information can be found on the organizer's website: www.spielwarenmesse.de