纽伦堡国际玩具展览会（Spielwarenmesse - International Toy Fair Nürnberg Spielwarenmesse）是世界最大的玩具及休闲产品展，是玩具创新产品、模型以及休闲产品行业最领先的国际贸易展，从1949年开始，一年一届，在纽伦堡国际展览中心举行。该展一方面为国内及国际的生产商提供了一个极佳的交流平台，另一方面也为行业贸易和采购活动提供订单平台。创新产品的展示和全方位的行业预览建立了一个年度内至关重要的信息库。纽伦堡玩具展成为世界上首屈一指的并且趣味盎然的休闲盛会，因为每年这里吸引了来自100多个国家的近8万名专业观众和60多个国家的2800多家展商，以及6万多种新品玩具。玩具展为生产商带来的创新概念使之成为世界上最知名的发布新产品的平台。
德国纽伦堡国际玩具展自1949年始办以来，一直吸引着世界各地的玩具企业参展，是国际上展出规模最大，最知名的专业玩具类成交性展览会，每年初举办一次，是世界玩具领域知名度高、影响力最广、参展人数最多的世界三大玩具展之一。该展会仅对专业贸易观众开放，每年都吸引了世界上主要玩具制造领域的厂商和客户参加。
中国展商玩具行业一直不会受到国际环境的影响，每届展会都有相当高的参展数据或创下了展商和观众数量的记录。除德国的展商外，中国大陆参展企业每届超过二百多家，是各国际展商中参展企业数量最多的国家。
展品范围(Show Products):
玩具娃娃、毛绒玩具、皮毛玩具、木制玩具、竹编玩具；糖果玩具、积木玩具及实验玩具；户外运动用品；火车及轨道模型系列，汽车及快速轨道模型系列，机械玩具和电动玩具，建筑玩具及体育玩具，书籍及棋牌娱乐用品，制作模型、业余爱好，手工制作材料，节日用品及圣诞树饰品，电脑游戏软件和高科技玩具等。
展会报告(Show Reports):
Spielwarenmesse 2023: Successful restart with all the old strength
Most important industry date with trends and innovations
Beaming faces and a great atmosphere in the halls
The reunion brought great joy: after an enforced gap of three years, the Spielwarenmesse reasserted its position as the biggest event of the sector. Between 1 and 5 February at the exhibition centre in Nuremberg, personal networking, product innovations and establishing new contacts came top of the agenda.
“We’re just delighted. It’s wonderful to see visitors’ eyes light up again after three long years,” said Markus Grossweischede, summing up the fair. The Hasbro General Manager North Europe spoke for many of the 2100+ exhibitors from 69 countries who were presenting their new product ideas in Nuremberg. After such a long period of abstinence, the fair organiser could take nothing for granted. Said Christian Ulrich, Spokesperson of the Executive Board at Spielwarenmesse eG: “We are very happy with this positive result, which at close to pre-pandemic levels has exceeded our expectations.” As many as 95% of exhibitors rated participation in the industry event as important or very important. And 92% expressed themselves satisfied or very satisfied with the way it went.
“The live character of the event is fundamental for us – being held and experienced through touch is vital to our products,” says Managing Director Özgür Bicakci. He and his young business, Melia Games, found the ideal entry point into the toy market in the StartupArea. Ukraine’s national pavilion enjoyed not only interest in the newcomers but also a powerful media echo. It was the first time this pavilion had appeared at the Spielwarenmesse and it was visited by the Ukrainian Ambassador, Oleksii Makeiev, who called for the purchase of his country’s products.
Victoria Kay of Hamleys UK is always out on the hunt for trends with her team. “The Spielwarenmesse is innovative, exciting and creative. That makes it very unique because you get to see a huge variety of products under one roof,” she comments in her role as Head of Buying & Merchandising. Targeted compilation of a product range was assisted by the Spielwarenmesse Specials. Amongst these, the Toys go Green exhibition space enjoyed much popularity with its presentation of the sustainability theme on four topic islands. There was also a strong focus on one of the three trends selected by the Spielwarenmesse with the international TrendCommittee, namely metaToys. Kate Scott, Founder of Holo Toyz, benefited from the level of interest in new technologies with her ToyAward triumph in the Startup category. “The prize gave a significant boost to our presence here.”
For Christian Münkel of Ever Earth Europe, too, the Spielwarenmesse was a success: “Participation is a must for us. The 2023 fair builds seamlessly on previous years. We have learnt to value highly the quality of the trade audience.” Across the five days, a total of 58,000 retailers and buyers from 128 countries came to the Spielwarenmesse. This represents a drop of 8%, due largely to the absence of guests from China and Russia. “The large number and diversity of international visitors was what most impressed us,” commented new exhibitor Daniel Görres of Unidice. Attendance from the American toy market – which claims to be the largest in the world – was higher than ever and grew by almost 10%.
The new elements, too, had an international character. With over 140 games authors from some 20 countries, the Internationale Spieleerfindermesse – Game Inventors Convention celebrated a successful premiere on the Friday of the fair. “By integrating this established event into the Spielwarenmesse, we were able to exploit the synergies,” said Christian Ulrich in his summing up. “We are expecting strong growth in future years.” The daytime event was rounded off with GamingHour, involving about 300 games authors and editors, and with the award of the DuAli Games Prize from the Ali Baba Games Club.
Another new event was similarly well received by exhibitors and visitors alike: the RedNight, which took place on the Thursday at the stands throughout the entire exhibition area. “A new format such as RedNight also underpins business and personal contact,” declares Thorsten Koss, Managing Director of Gollnest & Kiesel. Over 140 exhibitors joined in the celebration. Among further highlights was the Model Railways & Model Construction OPEN DAY. With this, the Spielwarenmesse was fulfilling the long-held wishes of exhibitors as it opened up Hall 7A at the weekend – over 3,000 consumers took up the offer. “The large crowds right from the start reflect the high level of interest among consumers in being able to actually visit the halls of the world famous fair for once,” said Märklin boss Florian Sieber.
Christian Ulrich expressed himself satisfied with the restart: “The high level of enthusiasm that was apparent in all aspects of this year’s Spielwarenmesse is even now shining a light on the next event: 83% of exhibitors are already making firm plans to take part again. Against the background of current changes in the trade fair landscape around the world, the Spielwarenmesse provides a stable anchor for the sector.”
The next edition of the fair takes place at the end of January 2024. Precise dates will be announced at the end of February.
