SPIELWARENMESSE INTERVIEW
CHRISTIAN ULRICH
Full steam ahead Time to mark 2-6 February in your diary, because preparations are well underway for Spielwarenmesse 2022. TnP caught up with Christian Ulrich, spokesperson of the executive board at Spielwarenmesse eG, to learn why they felt it was so important for the international toy fair to proceed, and how they will ensure the event runs as safely as possible After a challenging year, it’s great news that Spielwarenmesse is going ahead. What protocols are you implementing to ensure it’s a safe show for visitors and exhibitors?
of registrations just fractionally below the level that we had achieved by the same point in 2020. At the last Spielwarenmesse, 2,843 companies from 70 different countries were represented.
Along with the relevant authorities, we have already put together a wide-ranging hygiene policy and are continuously updating it to meet the pandemic situation. It includes regular disinfection of frequently used surfaces, modern ventilation systems in the halls, and an elaborate concept for the spaces and eating areas. All the current protective measures that apply to everyday life will also apply at the Exhibition Centre: wearing facemasks, keeping to the social distancing rules and the recommendation to wash hands regularly. This is how we can ensure the safety of those attending the fair. Our package of measures includes extensive precautions. Besides which, we are able to draw on many years’ experience of visitor management, and with the enormous hall space we can guarantee the required social distancing. Everyone entering the event area will have to register in advance so we can ensure seamless contact tracing.
Will any new categories be showcased at the event?
How many exhibitors do you expect to participate at the fair? We are very satisfied with the current level of registrations. It underlines once again the international importance of Spielwarenmesse. To date, over 1,600 exhibitors have registered from 59 different countries, including many of the key players. This puts the number
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Nowhere else in the world is there a bigger meeting of people with a passion for toys and games
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Yes, visitors and exhibitors can look forward to several innovations at the fair. They include, for example, the Area for Service Providers in Hall 3A. This is where not only testing institutes but also suppliers from the fields of packaging, EPOS systems, and marketing services, will be exhibiting. But at the same time, we have kept the classic elements, such as the hall layouts and product group categories, which are important tools for visitor orientation. Similarly, the popular Tech2Play activity area will be there again, setting the scene for innovations from the electronic toy sector. Another highlight will be the reworked presentation of product innovations. And for those who want to keep up with the latest industry developments and trends, the Toy Business Forum with its informative presentations will be the place to go.
What other changes can exhibitors and visitors look forward to? In all our discussions, the needs of exhibitors and visitors have been paramount. What do people want from the exhibition? They want to expand their business contacts and relationships, discover new products and trends - and do all of that in a unique environment. So, it’s precisely those points that we want to emphasise: the efficient ways of doing business and the nature of the experience.
Our focus continues to be on the unmissable business platform offered by the live event, but we will be supplementing the on-site trade fair with a virtual component: Spielwarenmesse Digital. This will not only give exhibitors some brand new presentation opportunities but will also help retailers and buyers to organise their visit and their networking. It means that both target groups can take advantage of Spielwarenmesse’s huge reach.
What excites you most about Spielwarenmesse 2022? As the leading trade fair, Spielwarenmesse continues to be the most important meeting point for the international industry. Nowhere else in the world is there a bigger meeting of people with a passion for toys and games. Meeting up in person, trying out and getting your hands on products there will never be a digital substitute for those things. At the ideal time for placing orders, all the key decision-makers get together at the Exhibition Centre. The mix of well-known brands and new start-ups provides a uniquely varied range. Suppliers drive forward their international agenda in Nuremberg, while retailers put together their range of goods on the basis of current trends. A comprehensive range of services, a stimulating set of special areas, and a logical hall structure are among the factors that make for a successful visit. What we are most looking forward to is being able to welcome the industry back to Nuremberg. We’ve all been longing for personal contact and being able to meet up in one place. After nearly two years of virtual meetings, Spielwarenmesse offers the ideal environment for seeing one another again in real life.
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