Christian Ulrich, spokesperson of the executive board at Spielwarenmesse eG, talks about COVID-19 resources and the future or hybrid trade shows in the Toy Book’s annual State of the Industry Q&A.
The Toy Book: With continued uncertainty due to the COVID-19 pandemic, how has Spielwarenmesse worked to connect buyers and manufacturers globally in 2021?
Christian Ulrich: Through means such as newsletters and press releases, we provide targeted updates for the industry, the trade, and the media all year round; we were already doing this even before the pandemic. In recent months, we have driven digitalization forward and developed a range of new services.
In the “Spielwarenmesse” podcast, for example, German and international guests from the industry get a chance to weigh in on issues impacting our industry. And, in our ToyAcademy series of presentations, experts present exciting ideas for point-of-sale. As part of our Fit For Fair program, we are offering exhibitors subject-specific webinars about various aspects of their attendance.
One of our major innovations is the business platform Spielwarenmesse Digital, which we have finalized in the past few weeks. Through this service, we’ll be bringing the international toy industry together all year long as a community, and linking the live experience of the Spielwarenmesse with an innovative digital networking platform.
TB: How do you think a hybrid trade show model will affect the toy industry in 2022?
CU: The drive toward digitalization prompted by the coronavirus changes the nature of the fair itself and will undoubtedly continue to progress. Physical events will be supplemented by digital components to a greater extent than ever before. With the Spielwarenmesse traditionally being a live event and our innovative online platform Spielwarenmesse Digital, we are networking the whole industry at an entirely new level and offering expanded opportunities for this year and beyond.
Exhibitor companies are sharing information online with the community, especially about their product innovations. Retailers are able to plan their attendance at the fair even more efficiently by making targeted searches for products and brands and arranging meetings in advance. In addition, expert presentations and press conferences can be live-streamed, meaning we can reach participants even though we did not have an in-person show in Nuremberg this year.
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
