The toy fair is the global meeting point for an entire industry. From January 28 to February 1, 2025, she came together for the 74th time in Nuremberg – and was able to keep the very high level of the previous year. 2,362 exhibitors from 71 countries presented their innovations and trends on a significantly enlarged area and successfully used the expanded offer formats of the organizer, the Toy Fair EG. Thanks to a changed indoor structure, eventful specials and new networking opportunities, around 57,500 visitors from 126 nations received a clear and entertaining navigation from the product variety.
“Every year we look forward to participating in the toy fair, which is a must for the industry representatives,” says Daniel Levy, CEO at Buki France. In his opinion – just like in the previous year, 97 percent of the exhibitors who consider the presence on the world level event to be important to very important. “At our booth, there was a lot of business all day and at the trade fair,” says Alison Coates from Just Play from Great Britain. Quality and quantity of the visiting level exhibitors generally higher, as well as the scope of sales qualifications. “It is exactly the right decision -makers who have real interest in our products,” emphasizes Sutepan Ganendiran, managing director of the startup Compactay. Massimo Pescarolo from Cicaboom from Italy knows: “The toy fair is the only global event for toys.” Important European markets have increased in the number of visitors. The top 10 countries also include the USA and China. Thomas Eichhorn, Managing Director of MGA Zapf Creation: “The largest American retailers, UA Target and Walmart, also confirmed the increasing international relevance with the teams from our headquarters.” The toy fair is also becoming increasingly important for other big players who have their headquarters in the USA. “She is always an exciting start to the event calendar for the Hasbro team,” reveals Bhavesh Somaya (Senior Vice President & General Manager EMEA & APAC). “Mattel carries out ever larger global launches in Nuremberg, such as the ’80th Ruby Anniversary Collection’,” adds Managing Director Sebastian Trischler.
The mood barometer of the exhibitors is also climbed up in terms of service and events. “The intensive further development of the toy fair was clearly perceived,” confirms Christian Ulrich, board spokesman for the Toy Fair EG. The additional Hall 3c with the segments baby and toddler articles as well as lifestyle products has made a functioning tour and created synergies. “We love the new hall and our booth there – that was a real asset for us,” says Christian Vollmer von Fehn enthusiastically. The modern Toy Business Forum with its new lecture formats was also well received. These include the fireplace interview with CEOs and the Typeitch on the first day of the fair, on which twelve exhibitors presented their innovations in three minutes. The Toyaward was awarded, the prestigious industry price in six product categories, took place again live on the big stage. “The win was a great honor that makes us appear as a small toy company on the radar of international trade,” says Yusuf Beyaz, CEO at the Swiss startup qubs. Other highlights included the trendy specials “Sport, Leisure, Freizeit, Outdoor” with Halfpipe Stunt shows and “Toys for Kidults”-the products for the adult’s target group were clearly shown in the very frequented entrance in the middle. “We appreciate the variety of formats that make it possible to present new products optimally,” says Evgeni Melan, COO of Augmented Robotics. He found the two toy trends “Anime & Friends” and “Healthy Heroes” particularly exciting.
The exhibitors have attributed the highest rating to the topic of networking. “It is remarkable that the toy fair offers an incomparable industry meeting, a trend-setting platform, networking options and of course media presence,” said Anirudh Bhargava, CEO Tribal Earth Sound India. On the still young but already firmly established Rednight, around 100 exhibitors converted their exhibition stands into true party areas on Thursday evening. For Diego Motta from the Italian manufacturer Giochi Preziosi, the Rednight is perfect to meet suppliers and trade: “The networking events helped us to make new contacts and see old friends again.” The LICENSELOUNGE with Networking area and the international game finder fair – Game Inventors Convention including the evening event Gaminghour also offered the opportunity for individual exchange. Model car fan experienced another premiere through the recording ceremony to the Model Car Hall of Fame.
The exhibitors have highly praised the family character of the toy fair despite the immense size. “It feels like a kind of friendship every year,” says Kovit Chomphunuchyanyong, Managing Director at the well -known Thai company Plan Toys. “The positive and happy atmosphere makes the fair an event that should be visited every year,” summarizes Kheir Houeiss, owner of the Invictus company 1928. In total, 96 percent would recommend participation. The next opportunity is already available for the 75th birthday of the toy fair. The anniversary edition will take place from January 27th to 31, 2026.
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