Nuremberg

What’s new in Nuremberg?

The halls of Messezentrum Nürnberg will once again welcome back Spielwarenmesse from 28th January to 1st February, as exhibitors and buyers from across the globe gather to showcase their 2025 product launches, place orders for the latest and trendiest new items, and catch up with colleagues from across the toy (and licensing) communities. Toy World’s Rachael Simpson-Jones catches up with Florian Hess, executive board member at organiser Spielwarenmesse eG, about how the show is shaping up and how the team is exploring new areas (both literally and metaphorically) to ensure the fair continues to stay ahead.

By now, most of you should have your hotel rooms or Airbnbs booked, flights arranged and special bratwurst forks packed, because Spielwarenmesse is mere weeks away and it’s shaping up to be another huge event.

When I spoke to Florian a week or two into December, there were already a whopping 2,287 exhibitors registered for Spielwarenmesse 2025. The final figure at the 2024 show was 2,354, but Florian is confident this year’s iteration will either match or surpass it; with the doors not opening until 28th January there’s all to play for (and the final four weeks before last year’s fair saw more than 90 exhibitors – mostly co- or pavilion-exhibitors – join the line-up). Due to the show’s reputation and scale, there’s also a waiting list of companies eager to secure space in Halls 3, 4A and 12. These are either companies which are currently exhibiting in other halls, should their product range grant them the flexibility to move around the show, or non-exhibitors with their fingers crossed that a slot will one day open up.

In terms of international exhibitors, this year’s figure has already surpassed last’s: 82.3% of registered exhibitors are from outside Germany, up 1.1% versus Spielwarenmesse 2024 (81.2% from 68 countries). Booked floorspace is also up by +1.5% versus 2024. At a time when the European Toy industry is trending down in the region of 3-4% (on average), Florian sees this as a significant win.

While most of the bigger exhibitors tend to keep their stands largely consistent in terms of footprint year to year, some stands are expanding sideways (where possible) –and others are going up. PMI Kids’ World has showcased in a two-storey stand for several years, and others are following suit. This year, both Jazwares and Spin Master are showcasing their ranges on two-storey stands, and Florian believes this is something we’ll see more of as the fair continues to evolve.

“This year, more exhibitors than ever before have been exploring whether a two-storey stand might work for them, especially where our existing hall layouts don’t allow for companies to expand their space outwards,” he explains. “Spin Master and Jazwares, for example, both have an upstairs element to their stands this year, giving them far more space to highlight their new products, as well as creating added theatre and excitement for visitors. These stands are both really going to look impressive within Hall 4A. Spin Master is showcasing Melissa & Doug on its stand this year, which means we’ve technically ‘lost’ the company’s original stand from Hall 6, but Jazwares simply wanted (or needed) a lot more space. Adding a second storey to a stand is not the cheapest solution, but it’s a good sign that there are companies out there willing to invest.”

Spielwarenmesse eG recently outlined changes to space allocation at the Messezentrum Nürnberg. The School Articles, Stationery and Creative Design product group is moving to the directly adjacent Hall 2, and Hall 7 will now accommodate Sports, Leisure and Outdoor alongside Model Railways and Model Construction, as well as Services for Trade and Industry. The modern, light and airy multiple prize-winning Hall 3C, meanwhile, will now host the Baby and Infant Articles and Lifestyle Products categories. Making best use of this beautiful hall has required some rethinking of the show’s traditional layout, Florian explains; the corridor leading to it from Hall 1 used to be blocked by stands, but these have been moved. It’s now a straightforward walk from the main entrance to Hall 3C, via Hall 1, and you can also reach it from Halls 2 and 3.

“The corridor between Hall 1 and 3C is quite long and wide, so we’re using it as additional exhibition space,” adds Florian. “We’ve invited Hall 3C exhibitors to bring some of their key product ranges out and showcase them on either side of the in the walkway. Visitors entering the space will get a taste of what awaits them at the end of the corridor. To help guide visitors towards Hall 3C, we’re also placing large banners in Mitte and Hall 1 to point the way. As organiser of the show, Spielwarenmesse eG is obligated to ensure anyone exhibiting in a new location can be discovered easily and enjoy plenty of traffic to their stand.

Hall 3C really is beautiful; I was there for a ball recently. It’s spectacular.”

Hall 3C also benefits from an upstairs gallery, on which a café is located. For 2025, German teddy bear manufacturer Steiff is taking this over, turning the space into a themed area for picking up refreshments and networking with colleagues. Messezentrum Nürnberg is quite a traditional location for fairs, so exhibitors seeking new ways to stand out must be prepared to work with Spielwarenmesse eG a little outside the box.

Florian tells me that eight years ago or so, it became apparent that a large number of licensing companies were congregating at the restaurant in NCC West, between Halls 11 and 12, to do business with exhibitors. The team didn’t want to discourage any positive business activities, but was nonetheless keen to find a more suitable area for it to take place. These licensors weren’t interested in stands – which is why Florian and his team proposed the use of the screening room in NCC Mitte for presentations of their latest IP and associated licensed toys and games. Universal, Studio 100, Rainbow/Giochi Presiozi and, for the first time ever, Netflix, will all be hosting special presentations at the show. Licensors and licensees can also make use of the LicenseLounge in the foyer of Hall 12, where LicenseTalks (in association with BrandMate) will be taking place throughout the show.

Elsewhere, exhibitors in other halls are also looking for ways to expand their presence at Spielwarenmesse. Visitors to this year’s show can expect to see more displays and photo opportunities from the likes of Lego, Disney, Simba Dickie and Mattel. Some of the biggest toy companies in the industry present their embargoed or more sensitive ranges in closed stands that require pre-booked meetings and NDAs to access, to prevent their designs being copied or leaked. By bringing their brands out of these stands and making them more accessible to visitors in other areas of the exhibition centre, these companies are hoping to present themselves to more visitors than ever before.

ToyTrends returns this year, with a redesigned look and new central location in Eingang Mitte. The international TrendCommittee (on which sits Toy World’s very own John Baulch), together with the Spielwarenmesse team, has identified two ToyTrends for the coming year: Anime & Friends and Healthy Heroes. The former will shine a light on the influence of anime and manga characters on pop culture and media, including TV, video games, merchandise and toys. Healthy Heroes, meanwhile, aims to strengthen children in both body and mind, bringing movement, mindfulness and healthy eating under one banner with products that encourage relaxation, meditation and physical activity. Both trends will be highlighted alongside inspiring products on individual themed ‘islands’.

Alongside toys for Kidults, a strong growth category going into the new year, and Toys Go Green (with its focus on sustainability, eco-friendly materials and toys that raise awareness of environmental and/or conservation issues), Sports, Leisure and Outdoor toys will become the focus of a new themed Special in 2025. To help spark conversation and facilitate decision making (and order placing), 500 metres squared of Hall 7A will be dedicated to the testing of ride-on vehicles, while a playing area will be set up for those who want to try their hand at ball sports and other outdoor games. To provide inspiration, the talented Chilli Pro Scooter Rider Team will also be performing breathtaking stunts on a custom/built halfpipe twice a day, at 11am and 3pm. Florian stresses that these shows will be absolutely unmissable, so make sure you spare some time during your visit to go and check one out (even if you don’t fancy trying out any of the stunts at home).

In terms of other things to see and do, the popular Toy Business Forum has undergone a concept refresh in celebration of its 20th anniversary, with engaging talks and networking opportunities providing both education and entertainment. Mornings will see the new ToyPitch format (Tuesday 28th), live podcast recordings with captivating guests and the Exhibitors on Stage event, while a lunchtime ‘Networking Break’ each day invites visitors to eat while they network at one of the numerous food trucks located around the Toy Business Forum. From 1.30pm each day, new and interactive lecture formats headed by industry experts and top international speakers will engage those wanting to take home new learnings about this fast-paced and ever-evolving industry. There’s also ToyNight on 28th January and RedNight on 30th January. Both evening events will see exhibitors and visitors let their hair down as they celebrate the return of the fair and the start of a new trading year, with the challenging 2024 well and truly behind us.

“One of the biggest compliments we can be paid is the fact our exhibitors and visitors return to the show year after year, no matter how tough conditions might be,” Florian says, when asked how Spielwarenmesse continues to support the international Toy community, year after year. “The show consistently provides new ways to both present and discover the very best toys and games, as well as fresh ideas for making the most of things at retail. Spielwarenmesse also reminds people that we’re stronger together. Its timing, at the start of the year, means we should have enjoyed that Christmas boost and will all be feeling optimistic, refreshed and ready for the year ahead. When people leave Spielwarenmesse, they’re tired, but also energised and raring to go. We can’t wait to see everyone when we open the doors on 28th January.”

In this special standalone supplement, Toy World brings readers the latest information on the toys and games that will be showcased at Spielwarenmesse 2025, as well as amusing insight from a raft of industry figures about fairs gone by. Rachael, John Baulch and Mark Austin will also be representing Toy World at this year’s show; to book an appointment, please reach out via email.