INTERNATIONAL TOY INDUSTRY
players and start-ups unveiling their latest ideas at this show. “Coming to the Spielwarenmesse, trade buyers receive the stimulus they need and find inspirational ways to improve their businesses,” says Ernst Kick, CEO. “We’ve struck the right balance between quantity and quality, which is something our buyers really value.” LICENSES IN THE SPOTLIGHT Star Wars, Disney Frozen, and Minions can all be found at the Spielwarenmesse. In some toy markets, licenses have clinched a 25 percent share of total annual sales. It is without doubt a lucrative and coveted segment among consumers, and one that is still experiencing growth. Major licensors and licensees grace the fair with their presence every year to show their latest products and to discuss existing and emerging trends. This year, licenses are more visible at the show than ever before. The Licensing Industry Merchandisers’ Association (LIMA) will appear at the Spielwarenmesse for the first time as well. And, of course, nothing would be the same without the Disney Lounge, which is
always teeming with popular themes, such as Star Wars and the Avengers, while also offering quiet zones for rest and relaxation. NEW FACES AT THE SPIELWARENMESSE If you’re going to the Spielwarenmesse to look for innovations, new ideas, and creative people who think outside of the box, then Hall 3A is most definitely the place to go. The New Exhibitor Center and the Young Innovative Companies, whose appearance is sponsored by the state, host an abundance of first-time exhibitors. Among them are young start-ups, which bring a breath of fresh air to the industry with their youthful exuberance. This is a perfect opportunity for visitors to extend their product ranges and to forge new contacts. Buyers, trend scouts, and retailers who want to gain an insight into new markets are also well advised to pay a visit to the National Pavilions at the show. Up to 12 different countries will present their toy markets, offering advice on distribution channels, cultural and market-specific interests, and shipping options. “At the last Spielwarenmesse, we welcomed 153 exhibitors from the U.S.,” says
Kick. “We’re looking forward to seeing them again in 2017.” A CITY THAT’S CRAZY ABOUT TOYS Every year, the whole of Nuremberg comes together to celebrate the Spielwarenmesse. When the exhibition halls finally close in the evening, the city center opens its doors to greet its national and international guests. For generations, the traditional City of Toys has been deeply rooted in the local community and is renowned throughout Germany, continuing to play a pivotal role in the toy industry to the present day. The Toy Museum (Spielzeugmuseum), the Toy Collection at the Germanisches Nationalmuseum, and the German Games Archive (Deutsches Spielearchiv) are all located in Nuremberg. Additionally, a Toy Trail reveals the city’s treasures, including museums, shops, and traditional toymakers. Boasting a host of beautiful sights, the medieval city center is filled with restaurants, bars, and the aroma of delicious food. After all, there’s no better way to bring a day at the fair to an enjoyable close than over a tasty meal with colleagues and a drink or two—perhaps even this year’s official toy cocktail! »
TOYBOOK.COM | september/october 2016 | THE TOY BOOK 91