Toy Book: Spielwarenmesse 2022 will take place for the first time in two years. What are you looking forward to most this February?
Christian Ulrich: We’re most looking forward to the toy industry finally being able to gather again. As the world’s leading toy fair, the Spielwarenmesse offers the perfect backdrop for meeting in person. After all this time and the countless virtual meetings, people are longing to see each other face to face again.
TB: How can exhibitors take advantage of Spielwarenmesse Digital next year?
CU: Spielwarenmesse Digital is a completely new digital platform that we are offering as a complement to the physical trade fair. All of our on-site exhibitors receive the digital Smart Package as part of their overall deal, allowing them to book additional services or to upgrade to other packages. This will enable them to increase their exposure and overall reach. At the same time, companies who can’t have a stand at the exhibition center can opt for a purely digital presence.
TB: The Area for Service Providers will be a new part of the show. What other areas should attendees make sure to visit?
CU: We have announced the new Area for Service Providers as part of our overall concept for the Spielwarenmesse. The innovative feature will create a platform not only for independent testing institutes, but also for suppliers offering services such as packaging, production technologies, logistics, marketing, and electronic point-of-sale systems.
At the same time, we aren’t making any changes to tried-and-trusted concepts, such as our hall layout and the classification of product groups. The special Tech2Play area, which showcases innovations in electronic toys, is always worth a visit. Another highlight will be the revamped presentation of new products. Industry participants who are keen to brush up on their knowledge will greatly value the Toy Business Forum, which features an informative program of talks.
TB: What are some of the top trends your TrendCommittee identified for 2022?
CU: Our international TrendCommittee meticulously analyzes the world’s toy markets year-round. Its members observe emerging toys that relate to a common theme and give rise to new trends. It has become something of a tradition to announce the trends for the coming year in mid-October. All I can say for the time being is that the industry trends will once again have a game-changing impact for the trade.
TB: Spielwarenmesse’s ToyAcademy just launched in June. How is that program performing, and how will the new series have a presence in-person at the show?
CU: Our new online ToyAcademy talks enable us to keep the toy industry abreast of market and industry developments throughout the year. The feedback we received from the first video talk was extremely positive. This has encouraged us to continue the series this fall. At Spielwarenmesse 2022, the Toy Business Forum I just mentioned will be the central hub of knowledge. Every day, high-caliber experts will provide our specialist audience with valuable, industry-specific insights.
TB: Is there anything else you would like to add?
CU: We’ve made good use of the time since the last Spielwarenmesse by developing innovative ideas that give the industry new and important impetus. So, keep an eye out for more exciting highlights, which we will be revealing over the coming weeks and months!
This article was originally published in the October edition of the Toy Book. Click here to read the full issue!
