Author: Sue Warfield, President, American Specialty Toy Retailers Association (ASTRA)
Thousands of toy industry professionals from around the world will gather in Nuremberg, Germany for the Spielwarenmesse, once again joined by the American Specialty Toy Retailers Association (ASTRA).
Whether you are a U.S. toy professional considering attending more international trade shows or an international toy professional eyeing the North American Toy Show, these important events offer many benefits and learning opportunities.
In addition to Spielwarenmesse, ASTRA also participates in a meaningful way at ToyFest, New York Toy Fair and Northeastern Toy Show (NETS). While many of the companies exhibiting at these venues are international, they focus on what they offer the U.S. market to attract American buyers. Attending the International Toy & Gift Show helps professional retailers, representatives and manufacturers gain a new perspective on the toy business and inspire new ideas for building a business.
ASTRA’s Marketplace and Academy welcome international companies year after year. The event is the perfect place for global manufacturers to learn about the U.S. specialty market. Additionally, some of these vendors are highlighted at our second annual Toy Boat Experience event. Why focus on shows outside the U.S. when there are so many domestic options?
Through our partnership with Spielwarenmesse, ASTRA members can receive free tickets to the German Toys and Games Show. But many retailers question, “If so many products are out of stock in the U.S., why should I go?”
Many overseas companies view the United States as a key market for expanding their brands and look to other companies that have successfully penetrated the North American market as a guide. Hape, Schleich and Djeco are just a few of these success stories. U.S. retailers who participate in international trade shows can influence companies they believe will achieve good relationships with customers.
For international manufacturers already doing business in the United States, Spielwarenmesse and other shows provide opportunities to connect with retailers to gain insight into which products across their full range of products will be popular in the market.
With many trends in Europe becoming trends in the United States, understanding what’s available globally can help U.S. retailers influence future product offerings.
As global markets offer alternatives to the mainstream toys and games commonly seen in North America, specialty retailers have the opportunity to do what they do best: stock new and unique products.
Take Tonys for example. The company joined ASTRA in Spielwarenmesse a few years ago and began selling its audio players and dolls in specialty stores before entering the mass market.
The benefits of overseas trade shows don’t just apply to retailers. U.S. manufacturers participating in the Spielwarenmesse can enter the European market, expand their consumer base and build their brands abroad.
Thanks to modern technology, the world has truly become an open market, with consumers from every corner looking for new toys, the latest trends and interesting products.
Learning from others, networking and discovering new markets are truly global opportunities offered by Toy Fair and other toy trade shows.
Working with toy companies around the world to ensure toys are well-made, safe and age-appropriate benefits us all. Let’s launch a global initiative to spread the word about the importance of quality toys and we will benefit generations to come.
A version of this feature was originally published in The Toy Book’s 2025 International Innovation Issue. Click here to read the full article! Want to receive a printed copy of The Toy Book? Click here to view subscription options.
