D – “Feel the Spirit of Play” was the motto of this year’s Spielwarenmesse in Nuremberg. According to the organisers, 57,500 trade visitors from 126 nations poured into the Nuremberg Exhibition Halls from January 28-February 1, 2025 to inform themselves about the novelties and trends of the 2,362 exhibitors from 71 countries. Hence, the 74th edition of the Spielwarenmesse once again underpinned its position as the leading international industry get-together.
In addition to toy manufacturers and game publishers, associations, institutions and the trade press were also represented in Nuremberg. Exciting lectures on various industry-relevant themes – from the Kidults trend, through to the integration of AI into games – were held on the lecture stage of the Toy Business. This is also where the ToyAwards were presented on Wednesday. The LicenseLounge offered interesting discussions and insights into the role of IPs on the toy market. The party and networking event on Thursday evening, the RedNight, and the International Game Inventor Show rounded off the supporting programme.
Products from all categories of the toy section were on display on the exhibition space, which had experienced further growth compared to the previous year – action figures and cuddly toys, climbing frames, carnival costumes, crafting accessories, children’s books, sports equipment, playing cards, model train sets, etc. The diversity was virtually endless and ranged from a hall with modern wooden toys through to a section comprising of the latest electronic gadgets. Building blocks is a trend that is still unabated: in addition to the market leader Lego, brands like Brixies and Bluebrixx are also elbowing their way into the segment with innovative approaches. Now the industry giant, Mattel, famous for its Barbie dolls and Hot Wheels, has announced that it is launching a new series of interlockable building blocks called Mattel Brick Shop onto the market in the summer of 2025.
Even if the focus of the trade show does lie on business, knowledge transfer and networking, the fun factor was omnipresent all over the show. This successful combination has distinguished the trade show in Nuremberg since the 1950s. Next year, the event will be staged for the 75th time. The anniversary edition is scheduled to take place on January 27-31, 2026.
// Andreas J. Haller
Photos: Andreas J. Haller, © WA Media
