spielwarenmesse SPIELWARENMESSE OFFERS DEALERS MORE SUPPLEMENTARY ASSORTMENTS While toys are the main focal point of the Spielwarenmesse, the international fair for toys, hobby, and leisure products goes well beyond classic and technical toys. Ernst Kick, CEO of Spielwarenmesse eG, says, “We have extended the product range shown at Spielwarenmesse to accommodate growing dealer interest in supplementary assortments. Designer toys, fashion, and accessories for infants and children now play an integral part in toy retail and toy stores.” Baby toys and accessories—found in Halls 1, 2, and 3—regularly guarantee retailers good sales. Retailers interested in encouraging spontaneous purchases of “must haves” can find what they need in the fashionable and trendy articles product group at the main entrance and in Hall 1. As with many consumer goods, individual lifestyles and current trends are a decisive factor in which toys customers purchase. Elke Brunne, managing director of MuKK, Germany's largest toy stores still managed by the founders and owners, recommends two strategic approaches. “Toy retailers can either expand their product range thematically or they observe new trends,” says Brunne. “Fashionable and trendy articles have proven to be a must in a toyshop as part of a modern merchandise mix and provide an opportunity to expand the product range with attractive items.” These points are important for success: 1. When buying, concentrate on select (financially) interesting areas and subjects. 2. Observe the progress of the trend. It is better to exit early rather than follow the trend to its death. 3. Seasonal themes offer an opportunity to change the product range and constantly create new buying incentives. 4. Choose goods that suit your location and your customers. Not everything you like is necessarily attractive to customers. 5. The pricing must also be suited to the purchasing power of the local customers. TOY BUSINESS FORUM: CONCENTRATED BUSINESS KNOWLEDGE Identifying trends is one thing, but selling trend products is another. At the Toy Business Forum, retailers learn about the latest findings with regard to consumer behavior,
sales promotion, and accompanying online activities. The Toy Business Forum is integrated into the TrendGallery in Hall 3A and offers interested toy professionals compact presentations on current marketing developments and trends. Top-class speakers provide possible toy business solutions to equip you for the challenges of the future. The lectures at the Toy Business Forum are devoted to a specific subject each day. Program of the Toy Business Forum January 27 to 31, 1 to 3 p.m. Location: Hall 3A, TrendGallery Program: spielwarenmesse.de/en/toybusinessforum Wednesday, January 27: ToyKnowHow Innovations & Trends—a Head Start for Retailers
Thursday, January 28: Licenses
WORLD’S TRADE SHOW
FOR PLAY & LEISURE ACTIVITIES SPIELWARENMESSE ‘15
MORE THAN
70,000 VISITORS FROM 126
Toys & Licensing—the 2016 Highlights
Friday, January 29: Design
Toys & Shops—Discovering Trends
Saturday, January 30: Marketing
Inspiration & Persuasion—Focusing on Sales
Sunday, January 31: Online Marketing Online & Offline—a Powerful Team
THERE IS MORE TO EXPLORE Hall 3A offers even more inspiration: Everyone who searches for the newest of the new should stop by the pavilion of young entrepreneurs—“Junge Innovative Unternehmen”—and the New Exhibitor Center. There, visitors will find first-time exhibitors and young German start-ups. Overall, there are 12 product groups displayed at Spielwarenmesse covering all of the 1.8 million-square-foot exhibition center. If you have not been to Nuremberg yet, you’re missing the world’s largest toy fair. Spoil yourself and go, and you will be spoiled for choice. »
MORE THAN
2,800 EXHIBITORS FROM 67 DIFFERENT COUNTRIES
MORE THAN PRODUCTS, INCLUDING
75,000 NEW PRODUCTS
SPIELWARENMESSE IN NUREMBERG
Date: January 27 to February 1 Location: Nuremberg exhibition center in Bavaria, Germany To purchase tickets for the Spielwarenmesse 2016, contact: Jerry Kallman Jr., Phone: +1 (201) 652-7070, Email: jerry@kallmanexpo.com Kallman Associates Inc., 20 Harrison Avenue, Waldwick, NJ 07463-1709 Ticket prices, exhibitor list, travel information, Nuremberg tourism, and more information is available at spielwarenmesse.de.
TOYBOOK.COM | DECEMBER/JANUARY 2016 | THE TOY BOOK 17