“Feel the Spirit of Play” is the motto under which the 74th Spielwarenmesse welcomes the international toy industry to Nuremberg, Germany, from January 28 to February 1, 2025. For five days, visitors to the NürnbergMesse exhibition center will focus on discovering innovations, trends, market knowledge, and new ideas. As the leading B2B event for the global toy industry, the fair is the perfect platform for product launches and buyer discovery. Specialty retailers from worldwide markets will find a valuable pool of information for the year ahead. This year’s registered exhibitors include established industry giants and promising start-ups, delivering the extensive mix of products that make Spielwarenmesse unique.
Spielwarenmesse eG, the organization behind the annual event, promises updates to this year’s show to better serve the global market’s future prospects. This includes new locations for some of the 13 product groups. With 18 halls, visitors will find a comprehensive and immersive array of new products and services.
CATERING TO THE ADULT CONSUMER
Hailed as a highlight of last year’s fair, Toys for Kidults expands as a special section following recent data from Circana reflecting the importance of U.S. adults who play. Adults over 18 contributed more than $1.5 billion to U.S. toy sales in the first quarter of 2024 alone, overtaking the preschool cohort for the first time in history. Additional data indicated that 43% of adults had purchased a toy or game for themselves within the past year.
Collectibles, Creative Fantasy, and Tabletop Games comprise Toys for Kidults and provide retailers a space to go hands-on with the latest products geared toward this affluent group. Company executives and product experts will be on hand to answer questions and conduct live demonstrations.
Visitors can experience Toys for Kidults at Eingang Mitte, the central entrance at the heart of Spielwarenmesse.
CAN’T MISS EVENTS
ToyTrends presents two defining trend themes for the upcoming year, as identified by the Spielwarenmesse eG team and the international TrendCommittee: Anime & Friends and Healthy Heroes. Buyers will discover products from the fascinating world of anime and manga and toys that convey the joy of movement, vividly presented on inspiring theme islands.
With licensed products remaining a reliable sales driver, the LicenseLounge in the foyer of NCC West offers space to take in the current trends in the licensing sector. The LicenseTalks provide useful insights for newcomers and professionals among licensees, licensors, and trade decision-makers. This unique area is organized with BRANDmate, a leading B2B networking event for collaboration, partnerships, and licensing. In addition, the Toy Business Forum in Hall 3A will again be the go-to destination for current and forward-looking insights into the industry. Free presentations will inform visitors about exciting market developments and current trends.
On Wednesday, January 29, the prestigious ToyAward will be presented live in the Toy Business Forum. The presentation area will also be the stage for a special collaboration with the Model Car Hall of Fame (MCHOF). The MCHOF is managed by hobbyDB, the world’s fastest-growing database for collectibles. It honors pioneers of the model car industry and now includes more than 200 personalities and brands. An induction ceremony will occur at the Toy Business Forum on Thursday, January 30.
NETWORKING MADE EASY
Targeted networking opportunities in a relaxed atmosphere promote personal dialogue between retail buyers and potential and existing business partners. The RedNight offers an informal setting directly at the exhibitors’ booths. After the trade fair closes, booths are transformed into small party areas where people can eat, drink, and sometimes even dance together.
With its numerous half-timbered houses, Nuremberg’s medieval Old Town provides the perfect setting for a relaxed end to the day for the fair’s duration. Franconian culinary classics await to be savored alongside regional beers and wines. Those who prefer something more exotic can order Ruby, the official 2025 ToyCocktail — developed by Gelbes Haus — at special events and participating bars, including Die Rote Bar, Gelbes Haus, Herrengedeck, Levi Bar in the Leonardo Royal Hotel, Public in the Scandic Nürnberg Central, and TREFF in the Arvena Park Hotel.
POWERFUL TOOLS FOR SUCCESS
The perfect day at the fair starts with your journey. A Spielwarenmesse entry ticket is also valid as a travel ticket on all forms of public transport in the Nuremberg region for the fair dates show. Additional travel offers can be found on the event website.
The Spielwarenmesse Digital platform and app are indispensable companions. The Spielwarenmesse Digital industry network contains an extensive exhibitor and product database, a program overview, and various communication tools ideal for networking and making appointments. The platform provides a compact overview of all participating companies and their product ranges even before the show opens. With the accompanying app, visitors have the entire Spielwarenmesse in their pocket — including practical functions such as indoor navigation.
For tickets and additional information, visit spielwarenmesse.de
A version of this feature was originally published in The Toy Book’s 2025 International Innovation Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
