“Feel the spirit of play” is the motto of the 74th Toy Fair, which will be held in Nuremberg, Germany from January 28 to February 1, 2025. Will focus on identifying innovations, trends, market knowledge and new ideas. As the leading B2B event for the global toy industry, the show is the perfect platform for product launches and buyer discovery. Specialty retailers from global markets will find a valuable source of information for the year ahead. This year’s registered exhibitors include established industry giants and promising new start-ups, whose broad product portfolio makes Spielwarenmesse unique.
Spielwarenmesse eG, organizer of the annual event, promises to update this year’s show to better serve the future prospects of the global market. These include new locations for some products in 13 product groups. Across 18 showrooms, visitors will discover a comprehensive and immersive range of new products and services.
Catering to adult consumers
Hailed as a highlight of last year’s show, children’s toys expanded into a special section reflecting the importance of play among adults in the U.S., according to new data from Circana. In the first quarter of 2024 alone, adults over the age of 18 contributed more than $1.5 billion to U.S. toy sales, surpassing the preschool group for the first time in history. Additional data shows that 43% of adults purchased a toy or game for themselves in the past year.
Collectibles, creative fantasy and tabletop games include children’s toys, providing retailers with space to experience hands-on the latest products targeted at this affluent group. Company executives and product experts will be on hand to answer questions and provide on-site demonstrations.
Visitors can experience children’s toys at Eingang Mitte, the central entrance in the heart of Spielwarenmesse.
Don’t miss the event
ToyTrends presents two defining trend themes for the coming year as determined by the Spielwarenmesse eG team and the International Trends Council: Anime with Friends and Healthy Heroes. Buyers will find products from the fascinating world of anime and manga as well as toys that convey the joy of movement, brought to life on inspiring themed islands.
As licensed products continue to be a reliable sales driver, the LicenseLounge in the NCC West foyer provides a space to learn about current trends in the licensing industry. LicenseTalks provides useful insights for both novices and professionals among licensees, franchisors and trade decision makers. This unique area is organized by BRANDmate, a leading B2B collaboration, partnership and licensing networking event. In addition, the Toy Business Forum in Hall 3A will once again be the premier destination for current and forward-looking insights into the industry. Free presentations will introduce visitors to exciting market developments and current trends.
The prestigious Toy Awards will be presented live at the Toy Business Forum on Wednesday 29 January. The display area will also be the stage for a special collaboration with the Model Car Hall of Fame (MCHOF). MCHOF is managed by hobbyDB, the world’s fastest growing collectibles database. The award recognizes pioneers in the model car industry and currently includes more than 200 celebrities and brands. The induction ceremony will be held on Thursday, January 30 at the Toy Business Forum.
Internet made simple
Provide targeted networking opportunities in a relaxed atmosphere to facilitate personal conversations between retail buyers and potential and existing business partners. RedNight provides an informal environment directly at the exhibitor’s booth. After the trade fair, the stalls are transformed into small gathering areas where people can eat, drink and sometimes even dance together.
Nuremberg’s medieval Old Town, with its numerous half-timbered houses, provides the perfect setting for a relaxing end to a day during the trade fair. Franconian classics await you to taste along with local beers and wines. Those who prefer a more exotic touch can order the official 2025 ToyCocktail Ruby developed by Gelbes Haus at special events and participating bars, including Die Rote Bar, Gelbes Haus, Herrengedeck, Levi Bar at the Leonardo Royal Hotel, Public Central at Scandic Nürnberg and Arvena TREFF at Park Hotel.
A powerful tool for success
A perfect day at the show starts with your journey. The Toy Fair ticket also serves as a ticket for all public transport in the Nuremberg area during the exhibition period. Other travel deals can be found on the event website.
The Spielwarenmesse Digital platform and app are indispensable companions. The Spielwarenmesse Digital industry network contains an extensive exhibitor and product database, program overviews and a variety of communication tools ideal for networking and booking. The platform provides a brief overview of all participating companies and their product ranges even before the show opens. With the accompanying app, visitors can have the entire Toy Fair in their pocket, including useful features such as indoor navigation.
For tickets and other information, visit spielwarenmesse.de
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!
