Feature
Nuremberg Toy Fair
Trendsetting in Nuremberg The Spielwarenmesse will be celebrating its 70th iteration from 30th January – 3rd February, when it looks forward to welcoming nearly 3,000 exhibitors from Germany and across the globe. With over 1m products for babies, toddlers and kids on show, the expected 71,000 buyers and retailers – attending from over 125 countries – will benefit from a host of inspiring presentations and areas spread across the five day show. Rachael Simpson-Jones finds out more.
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Ernst Kick
The 70th anniversary edition of the Spielwarenmesse will surprise visitors with several ground-breaking changes,” says Ernst Kick, CEO Spielwarenmesse eG. “We are merging Model Railway & Accessories and Model Construction, Hobby producr groups, to create a new category - Model Railways and Model Construction - which will be located in Halls 7 and 7A. The new product group Electronic Toys celebrates its debut in Hall 4A, and we are also expanding the Festive Articles, Carnival and Fireworks segment with the new Showtime promotion area. This evolution is necessary to reflect market changes within the toy industry, and to respond to the needs of buyers and retailers. In addressing these changes, we are preparing the Spielwarenmesse for the future.” A major highlight in Hall 8, the 200m² new Showtime promotion will play host to an entertaining programme of events every day. Exhibitors will have the opportunity to present their latest costumes and trends on the catwalk three times a day, while other
innovations will be shown during demonstrations. The Showtime area also boasts three decorative islands, giving exhibitors the opportunity to display their products in a second location. Spotlighting everything from festive products for different occasions to party lighting and table fireworks, the islands give buyers and retailers valuable inspiration for use in designing their own product ranges. The varied programme is rounded off by a photo promotion; using a special photo mirror, trade buyers can take home their very own photographic memento. The Spielwarenmesse TrendCommittee selected its three trends for the 2019 show back in October. The first - Ready, Steady, Play! - focuses on toys that promote active and physical play patterns, giving children a better chance at meeting recommended daily activity levels and improving balance, spatial awareness and response times. With brands such as L.O.L. Surprise! driving toy sales across the globe, and a raft of new surprise-reveal ranges either already released for 2019 or in the pipeline, The WOW Effect will look at the increasing popularity of toys and collectibles that delight children with the unknown. Toys 4 Kidults, the final trend identified by the TrendCommittee, recognises the increasing impact of the kidult on toy spending. NPD figures show that in 2017 even more money was spent on toys by kidults – £1 of every £9, or 11% of the overall sector, up 3% year on year. Trade visitors can discover these trends in the TrendGallery in Hall 3A, which features various products that bring these trends to life. The Toys Meet Books special area debuted at the 2018 show. The concept, which was created with the aim of opening the world of toys to booksellers, prompted an impressive 41% jump in the number of book retailers exhibiting at Spielwarenmesse 2018
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compared to the year before. Situated in a highexposure location at Entrance Mitte, manufacturers will show non-book articles that lend themselves to the book trade. “The premiere of the Toys meet Books special show was a resounding success,” enthuses Ernst. “It provides booksellers with valuable ideas on how to fill their non-book portfolios with relevant products that will attract additional target groups. At the next show, this special area will be extended to 200m², and it’s also broadening its scope by targeting international booksellers. To cater to this expanded market, Friday and Saturday’s expert talks will be interpreted into both German and English. After the presentations, our experts will be available to talk to visitors in a speeddating format.” Christian Ulrich, marketing director Spielwarenmesse eG, added: “We’re introducing some new ideas to target booksellers more effectively. We’re paving the way for relevant ranges whilst providing valuable knowledge to assist this retail group in the daily running of their stores.” Returning this year, the Toy Business Forum in Hall 3A will shed light on how independent retailers and buyers can adapt to the challenges the market throws at them. The series of presentations kicks off on Wednesday, with a focus on trends in sales and retail. These talks provide important market guidance and help attendees stay on the ball. The Thursday presentations revolve around the future of the bricksand-mortar retail trade, while on Friday the emphasis shifts to the consumer. The Saturday will be under the banner of Change Management. Keynote speaker Dr. Peter Kreuz is a best-selling author, an international management consultant and gives talks to decision makers