The Spielwarenmesse, which brings together professionals from the toy industry from around the world, once again reaffirmed its global leadership with an event befitting its 75th anniversary.
Held in Nuremberg from January 27–31, 2026, the trade show served as a major gathering for the industry, featuring a special anniversary atmosphere, innovative products, and high attendance
This year, the Spielwarenmesse featured 2,313 participating companies from 68 countries, while approximately 58,900 trade visitors from 121 countries attended the fair. The 2.5% increase in visitor numbers compared to the previous year clearly demonstrated the sector’s dynamism and the confidence placed in the fair, despite the geopolitical challenges faced on a global scale.
The fact that 93% of participating companies rated the trade show as a success demonstrated that the event met expectations both in terms of business and networking. Product launches by major global brands, new business connections, and the high-quality visitor profile further underscored the trade show’s strategic importance within the industry.
Kidults and Innovative Trends Take Center Stage
At Spielwarenmesse 2026, the adult toy segment—specifically referred to as “Kidults”—caught particular attention. The growing interest in games and toys designed for adults was strongly felt throughout the exhibition hall. The ToyTrend themes presented under the headings “AI Loves to Play” and “Creative Awareness” offered important insights into the future of the industry. The products showcased in this context reflected not just entertainment, but a new approach to play that focuses on creativity, mental awareness, and technology. In particular, the ToyAward-winning projects drew intense interest at the participating booths, elevating the energy of the fair.
Licensing and Content-Focused Platforms Are Gaining Momentum
The Spielwarenmesse also clearly highlighted the licensing industry’s growing role in the sector. The License Lounge and Licensing International areas underscored the importance of licensed products in the toy industry, while content-focused events such as the Toy Business Forum and the Value of Play Conference provided attendees with up-to-date market data and strategic insights.
Furthermore, the fact that game developers gathered on an international scale at the Game Inventors Convention once again demonstrated that Spielwarenmesse is not merely a venue for showcasing products, but also a hub for the exchange of ideas and knowledge.
Networking and Social Interaction Took Center Stage
The ToyNight and RedNight events held during the trade show allowed participants to conduct business meetings in a more intimate and social setting. Blending seamlessly with the special lighting of Nuremberg’s iconic landmarks, these events enhanced the festive atmosphere of the trade show while helping to forge lasting connections among industry professionals
A Strong Message for the Future
The fact that 90% of participants plan to set up a booth again in 2027 underscores Spielwarenmesse’s credibility and sustained success in the industry. Spielwarenmesse eG officials emphasized that the fair continues to serve as the intersection of inspiration, innovation, commerce, and networking. Having marked its 75th anniversary, Spielwarenmesse once again proved with its 2026 edition that it is a powerful platform shaping not only its own legacy but also the future of the toy industry.