EVENT PREVIEW: SPIELWARENMESSE
Inset: Smiffys will be showcasing new lines for Carnival 2026. Left: Unique is inviting customers to #partywithus.
Spirit of play Spielwarenmesse celebrates its 75th anniversary at the 2026 show, held from 27 to 31 January in Nuremberg. With a huge range of party products from all sectors – balloons, dress-up, partyware and more, Progressive Party Europe finds out what the industry has planned for this year’s show.
Right: Opposuits is expanding its Spongebob range at the show.
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stablished in 1949, Spielwarenmesse has become a not-to-be-missed event across the toy industry, with a large party offering included in the exhibition. An important date for suppliers, this year’s event is the 75th anniversary of the show and organisers have celebrations planned across the five days, kicking off with fireworks on the first evening. With over 57,500 trade visitors from 125 nations expected to visit the show with 2,300 exhibitors showcasing around one million products, the show is set to be a hive of activity. “We’ve been part of the Spielwarenmesse for many years,” begins Sander Visser, key account manager EMEA, Oppo Merchandise Group. “Every time we meet current customers and interesting prospects. The show gives us the opportunity to showcase our full range of bestsellers and newly launched products to the world. In addition the show is a great opportunity to meet up with industry contacts and share knowledge. “The upcoming event will be a special one because of its 75th anniversary. Despite carnival being mid February, we have expectations. Nowadays we all work remotely through telephone and mail, so Spielwarenmesse is the perfect place to meet our partners face to face. Besides showing our products on our corner booth, we’ll also bring a separate surprise presentation to celebrate this anniversary year.” Jennifer Wilson, head of creative marketing and product design, Unique Party, continues: “Attending Spielwarenmesse 2026 fills us with anticipation. As with every year, we look forward to discovering emerging trends, reconnecting with partners and meeting new collaborators who share the joy within our celebrations industry. “Exhibiting at Spielwarenmesse will allow us to showcase our latest developments and we are really
excited to launch some fantastic new ranges. We are also looking forward to spending some time with our wonderful customers and from the first morning right through to the last, Spielwarenmesse always reminds us why we love being part of this industry. “For 2026, we’re hoping that our new lines and existing portfolio of products continue to help people #partywithus, celebrating better, brighter, and with a lot more joy.” Dominique Peckett, director, Smiffys, furthers: “Spielwarenmesse is a highlight in the Smiffys calendar. We look forward to the show every year, meeting with friends and customers from across Europe and beyond. Showcasing new products for Halloween and Carnival, Hall 9 is always buzzing with excitement for the upcoming year. “The show is the perfect opportunity to build on existing relationships and gain new leads with both independent customers and large retailers. With Carnival being the key event in Europe, dress-up is an important product category for buyers and with customers choosing a broad range of themes, the show is a great opportunity for us at Smiffys.” Fran Hales, head of marketing and portfolio, Rubies, comments: “Rubies is delighted to be showcasing major new product releases and fan favourites for 2026 at Spielwarenmesse. We are Below: There will be pizza on the Gemar stand.
22 JANUARY/FEBRUARY 2026 PROGRESSIVE PARTY EUROPE
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