SPIELWARENMESSE
70 YEARS OF THE SPIELWARENMESSE Tradition Meets the Future by ERNST KICK, CEO, Spielwarenmesse eG THE SPIELWARENMESSE WILL CELEBRATE its 70th anniversary when it opens its doors from Jan. 30 to Feb. 3. This occasion is a golden opportunity to look back on some of our historical milestones and look into the future. It won’t be long before the white flags with the red rocking horse are fluttering above the towers of Nuremberg’s old city wall. This logo has been our signature trademark since the fair’s early beginnings. The trade fair was established in 1949 by four industry members, including Märklin Neuheiten. The first German Toy Trade Fair took place in 1950, with the distinguished logo appearing a year later. So when the people of Nuremberg see it on the newly hoisted flags, they know it’s that time again. Every year, around 70,000 trade visitors and 3,000 exhibitors flock to the exhibition center from around the world. They come to view and discuss the latest toy trends and innovations, and to refresh their market knowledge. Their playground covers an area of around 1,829,000 square feet. The exhibition center, operated by NürnbergMesse, started hosting the Spielwarenmesse in 1973 when the previous venue in the city center could no longer handle the rapid rise in demand. The dynamism of the toy market can still be felt to this day. CHANGES IN THE NAME OF PROGRESS For seven decades, the Spielwarenmesse evolved with the times, always keeping its sights firmly on the future. Known for offering an abundance of new ideas and innovations, the fair will feature a total of 12 product groups spread across 18 halls. They will showcase everything from dolls, soft toys, and lifestyle products to sports, leisure, and outdoor goods. The Spielwarenmesse’s anniversary event is an opportunity to restructure some categories to respond to changing market conditions. Accordingly, the new electronic toys product group will debut in 2019. Very
much in tune with the times, it encompasses R/C toys, robots, electronic educational toys, and virtual play. Additionally, the model railways and model construction segments will merge in a move to focus the product ranges for two identical target groups in a single location. Finally, the festive articles, carnival, and fireworks segment will expand to include Showtime, an approximately 2,150-square-foot activity area that enhances the appeal of this product group.
THE LEADING INDUSTRY HUB The Spielwarenmesse is also synonymous with entertainment. Today’s trade buyers enjoy diversity of promotions and special shows, and hope to be enlightened with expert knowledge. What was once purely an ordering event developed into a communication platform for an entire industry. In 1977, the number of visitors crossed the 30,000 threshold for the first time. In 1991, the Spielwarenmesse reached new heights with the number of international exhibitors topping 2,000. Staying in tune with the market, the Spielwarenmesse always responds to participant needs. This is because we not only see ourselves as an exhibition organizer, but also as a
marketing services provider. Our strength lies in tracking down relevant market trends and presenting them to our target groups in their best light. In 2004, for example, the time was right for the ToyAwards. The coveted industry prize is awarded in several categories—including a category for start-ups for the first time—and an independent jury of experts choose the winners. COME CELEBRATE WITH US! When you come to Nuremberg, you’ll experience the ToyAward winners firsthand, while enjoying our tradition-rich brand. Previously known as the International Toy Fair Nürnberg since 1958, Spielwarenmesse, a registered brand, became the name of the event in 2014. The main highlight of the 70th anniversary edition will be the ToyFestival in newly designed Hall 3C, a celebration with food and musical entertainment on Thursday evening. Everyone at the fair is invited to join us in raising a glass to a very special Spielwarenmesse. We look forward to seeing you there! » Ernst Kick was appointed as the CEO of Spielwarenmesse eG in 2003. He has decades of experience in business, marketing, and exhibition organization.
toybook.com | DECEMBER/JANUARY 2019 | THE TOY BOOK 35
