Nuremberg’s 74th Spielwarenmesse show (28 January – 1 February 2025) matched last year’s high numbers, with 2,362 exhibitors from 71 countries.
The amended hall structure, event-packed specials and new networking opportunities helped some 57,500 visitors from 126 nations to navigate their way through the diverse range of products.
Exhibitors rated the general quality and quantity of visitors as higher and likewise the size of sales agreed. Important European markets saw increases in visitor numbers. The USA and China were also among the top 10 countries for visitors. The increasingly international relevance of the fair was also noted by Thomas Eichhorn, md of MGA Zapf Creation from Germany, who said: “The big American retailers such as Target and Walmart had intensive conversations with the teams from our HQ.”
The barometer of exhibitors’ opinion was also on the rise in terms of service and activities. “The continuous marked improvement in content at the Spielwarenmesse was clearly appreciated,” commented Christian Ulrich, board spokesperson at Spielwarenmesse.
The modern design of the Toy Business Forum and its new-style presentations was well received. Presentation formats included the fireside chat with ceos and the ToyPitch on the first day of the fair, at which 12 exhibitors gave three-minute presentations on their new products.
Once again the ToyAward – the prestigious industry prize in six product categories – was presented live on the big stage.
Exhibitors gave the topic of networking the highest rating. At the fairly new but already well established RedNight event, about 100 exhibitors transformed their stands into party areas for Thursday evening. Opportunities for individual discussions were also to be found at the LicenseLounge with its networking area.
Exhibitors had high praise for the way the Spielwarenmesse maintained its family character despite its immense size. In total, 96% of participants would recommend other companies to attend.
The next Spielwarenmesse will be for the fair’s 75th birthday; the anniversary edition takes place from 27 to 31 January 2026.
