Event Focus

Inset: The Baby and Infant Articles sector of Spielwarenmesse remains a key part of the show.

BACK TO TOYCITY

Described by one supplier as “a meeting place for old friends”, the return to Nuremberg this year will be much welcomed by the preschool industry. PPS talks to several suppliers about how much the show has been missed, the new launches they will be highlighting and what some of the trends of 2023 could be.

For the first time since 2020, the preschool toy trade will be packing its bags and heading to Germany for Spielwarenmesse this year – and it sure does feel good.

Taking place from 1-5 February, the show has been missed on both a personal and professional level, as Nick Saunders, sales director at Brainstorm, explains to PPS. “First up we love coming to Nuremberg and being in the city for this huge toy event,” he comments. “We have some great nights out with customers and fellow exhibitors; it’s a lot of fun. On a professional level we have missed that face to face dialogue with customers and I know that our international distributors and retailers have missed that also.”

Nick continues: “We would like to see Nuremberg become THE international trade event for toys. Pre-pandemic Hong Kong was so important but had already started to lose its lustre for Brainstorm as a selling event. Nuremberg is easier for us Europeans and still attracts a global audience; I hope that global element will continue to grow. Certainly from the dialogue we have had with some customers they cannot wait to come to Nuremberg again.”

For Molly Francis Coleman, company director at Roma Prams, the show is a great opportunity to meet buyers from all over the world. “We love hearing about trends in different areas. Exhibiting is important to show how much our range is evolving every year,” Molly tells PPS. 2022 was a strong year for the company and Molly is looking forward to showing new collections for 2023 at the show including its collaborations with the nursery industry. “The egg dolls pram has been extremely popular, so we can’t wait to show it off at its first toy fair,” she says. “Our toy range continues to be inclusive, with something for every taste and budget. We promise more of the same for 2023. Our range is very visual. It’s important to see and feel the quality of an item, the texture of the fabrics, the finishings. This is something we can’t replicate without buyers seeing it in person.” Understandably, growth is a key aim from exhibiting at Spielwarenmesse: “Roma is always looking to expand our retailer network. We’re in over 300 independent and Toymaster stores. We’re always looking for new avenues to sell to and new markets to approach for 2023,” Molly concludes.

Right: Brainstorm will be showcasing a number of new developments in its portfolio.

SOCIAL CONNECTIONS

Creative Kids is another company which has “deeply missed” the show, as international sales manager, Maria DeFreitas, explains: “There is no better way to sell your products than showing them in person. Making social connections with customers is priceless and we will always value that.”

Creative Kids will be showing a number of new lines during Spielwarenmesse. These will include the Deluxe Glow Board from Lite Brite (which will be in the New Product Gallery), plus the Little Tikes Wood Pull Along Cozy Coupe.

Maria continues: “ASMR [Autonomous Sensory Meridian Response] has become a social media trend in the past few years and we have a new range called ZZAND that taps into the sensory benefits of ASMR. Our brand new ZZAND Totem Tumble is a unique creative set that features the fascinating free flowing ZZAND that can be moulded into totems transforming it into a fun balancing game, too.”

Indeed, Maria believes that ASMR will be among the main trends for 2023. She offers: “Definitely the ASMR factor will be trending for 2023 as it’s currently huge on TikTok. Sustainability will also be crucial as we all understand retailers and consumers want to see less plastic and we, as suppliers, have to be innovative as we continue to reduce plastic going forward.”

Above left: Roma Prams will be showing new collections for 2023 including collaborations with the nursery industry. Above: Creative Kids will be showing its eco friendly Little Tikes wooden collection.

NEW CUSTOMERS

“We really are looking forward to meeting new customers, as well as everyone we haven’t been able to see for the past few years,” Maria concludes. “We want to showcase our brand new catalogue, new lines and refreshed products and show the sheer breadth of our ranges.”

For The Puppet Company, Spielwarenmesse has become more important than ever since the pandemic.

“Our products really come alive when you can actually see, touch and play with them - it’s amazing how many smiles we get from buyers when they’re on our stands,” says Sam Lockey, sales director at the company. “Demonstrating how our puppets work and different display options and solutions is really important - we always say that our products simply ask to be played with and working with our retailers to make sure that they are displayed in the best possible way is very important. We’ve missed the buzz of trade shows, and have actually missed the city of Nuremberg itself - we love it there.”

Having not been to the show since 2020, The Puppet Company has a lot of new things to showcase, says Sam. These include the Eco Walking Puppets, Wilberry Eco Cuddlies and Wilberry Knitted Dinos ranges, alongside new Monsters and Finger Puppets among others. The company will also be introducing some new festive favourites for 2023 and beyond with its My First Christmas Puppets and new Wilberry Minis. Sam continues: “Nuremberg has always been a very important show for us, both in terms of meeting new customers, showcasing new products and catching up with our existing customers to discuss how things are selling in their markets. Nuremberg enables us to meet our international customers and show them new designs in person which always helps, but more than that we love hearing how their businesses are going and seeing photos of their wonderful window displays. “The show is also important for meeting new and existing manufacturers – we’re always looking at growing and evolving our collections and being able to discuss ideas in person is very beneficial.”

Right: The Puppet Company expects the current focus on sustainability and increase in eco products to continue to grow in 2023.

TREND WATCH

“We expect the current focus on sustainability and increase in eco products to continue to grow, especially at the lower end of the budget spectrum, as consumers become more aware of the impact of purchasing on the environment,” says The Puppet Company’s Sam. “We believe there will be more of a shift away from plastic to more recycled, sustainable offerings with reduced packaging.

“With these uncertain times we also expect there to be a move towards smaller, more affordable collectable items with fewer ‘big ticket’ purchases.”

Meanwhile, Roma Prams’ Molly is expecting to see more ‘outdoorsy’ toys, saying: “Post-pandemic, everyone wants to get outside and play.”

SPIELWARENMESSE 2023

ORCHARD TOYS

Orchard Toys will be showing new games and puzzles, alongside its extensive portfolio of award-winning educational games, jigsaws and activity books, offering retailers a wide choice of product. Launch highlights include Dinosaur Dig, the hero game, and Nutty Numbers headlining the brand’s new educational games. The new collection is ideal for preschoolers and beyond, with Farmyard Families and Bug Hunters leading the line-up for younger children.

Tel: 01953 859539 www.orchardtoyfair.com Hall 10.0, Stand H-13 EDX EDUCATION

At Edx Education it’s always exciting to exhibit at the Spielwarenmesse Nuremberg International Toy Fair. It’s launching many new educational toy ranges in 2023, including a new Green-n-Learn eco range of toys made from bioplastics, award-winning Rainbow Pebbles in soft pastels and vibrant neon, and many new constructions sets, including a STEM accredited My Gears construction toy range.

Tel: 01732 773399 www.shopedx.co.uk Hall 12.0, Stand E-05-2

SMIFFYS

Smiffys has added to its Julia Donaldson range for early 2023, following the success of its debut range. It’s launching new costumes including the Gruffalo’s Child, Gruffalo’s Mouse and Princess Pearl from Zog. Also new for 2023, Smiffys have a range of Peter Rabbit classic accessory kits. Perfect for dress up and play, the range includes tutu kits and capes featuring the classic illustrations and pastel colour palette.

Tel: 0151 7099449 www.smiffys.com Hall 9, Stands D-29 & E-38 AMSCAN

Amscan has had a major influx to its licensed portfolio, ready to kick off 2023! With everyone’s favourite, Bluey now available covering its three major categories; foil balloons, party, and dress up, where all products are focused on being sustainable. In addition, it has even more muchloved classics joining the dress up portfolio featuring Pip and Posy, as well as Peter Rabbit.

Tel: 01908 288500 www.amscan.co.uk Hall 9, Stands A-55 & C-58

RAINBOW DESIGNS

2023 will see Disney mark 100 Years of Wonder, and to celebrate, Rainbow Designs is launching two dedicated nursery collections; the Mickey and Friends range and the Mickey Mouse Memories collection. Also on display will be the best selling Once Upon a Time and Signature collections featuring Beatrix Potter’s mischievous bunny, Peter Rabbit and his friends, in an extensive range of adorable soft and wooden toys.

Tel: 01329 227300 www.rainbowdesigns.co.uk Hall 1, Stand A-28