GM Thought of the Week: Nuremberg Toy Fair 2019


GM Thought of the Week: Nuremberg Toy Fair 2019

The annual Spielwarenmesse Toy Fair in Nuremberg featured a number of exhibit halls filled with worldwide toys, games, technology and licensing trends last week. Brands both new and old were exhibited by a number of companies.  With more than 2,902 exhibitors from over 68 countries including 895 exhibitors not present at any other fairs the show attracted more than 70,000 visitors from over 130 countries. There were lots of products to see with over 1 million products available and 120,000 of these new products. With my step count at 52,107 across the three days I made my best effort to see as many of these products as possible.


Spielwarenmesse and international TrendCommittee identified three industry trends for the year including: “Ready, Steady, Play!”, “The WOW Effect” and “Toys 4 Kidults”. These trends focused on toys and games encouraging children to engage in physical activity, the increase in manufactures adding an element of surprise to their products with concealing collectible packaging and adults who enjoy items generally associated with children. These trends followed on from themes displayed across many manufacturers across the back end of last year.


When it came to an initial outlook on potential winners in the year ahead Spielwarenmesse recognised five innovations with rewards across four age categories and one for a new start up including:

Baby Einstein Magic Touch Piano, Hape and Kids II (Baby and infant 0-3 years old)

  • Bworld theme sets, Bruder (Preschool 3-6 years old)
  • Magical Mermailds World, Playmobil (School Kids 6-10 years old)
  • Know!, Ravensburger (Teenager and adults 10+ years old)
  • Mabot, Shenzhen Bell Creative Science and Education (Start-up)

Only time will tell how these five innovations and products across the three trends perform through sales across the year. The good news for them is initial reactions from buyers from large chains and independent retailers seemed a positive start to the year.


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