Spielwarenmesse BrandNew

Spielwarenmesse BrandNew clocks over 55,000 visitors in first five days

Spielwarenmesse has reported a strong, positive response to its digital BrandNew platform, curated in the wake of the cancellation of this year’s traditional Toy Fair season.

A platform devised to offer the industry information about this year’s toy trends and innovations, BrandNew has already clocked an impressive 55,442 visitors and seen more than 400,000 actions on its website since its launch on January 25th.

Ernst Kick, CEO of Spielwarenmesse eG, said: “In our role as the industry’s largest global network, we’re delighted to be able to offer a valuable service even during the pandemic.

“Spielwarenmesse BrandNew was warmly received by the sector and is still attracting widespread attention.”

Showcasing everything from start-ups to major market players, the platform is characterised by diversity with more than 300 companies from around the world currently presenting over 4,000 new and further developments – with product descriptions, images, video material and contacts – at www.spielwarenmesse.de/en/brandnew.

The platform offers visitors to the website first-hand input from the companies themselves.

Paul Heinz Bruder, CEO of Bruder, noted: “Spielwarenmesse BrandNew gave us the opportunity in spite of lockdown to present our innovations to the global trade and to tap into new target groups.”

During launch week from 25 to 29 January, the calendar featuring the times and dates of company events, advertorials in the Spielwarenmesse Visitor Newsletter and social media posts were among the additional highlights.

The Spielwarenmesse Facebook and Instagram channels gave suppliers the golden opportunity to unveil their innovations in live video sessions. Among them was Heless, who has been exhibiting in Nuremberg since the toy fair was launched.

Managing director, Susanna Becker presented the company’s innovations in a 20-minute live session. She stated: “The Instagram takeover was definitely uncharted territory for me, but it was great fun and the reaction to our products was overwhelming.”

Up-and-coming companies such as Holo Toyz from Ireland, likewise, met with an excellent response to their live videos on the Spielwarenmesse Instagram page.

Kate Scott, marketing and business development manager, said: “As a new business, Spielwarenmesse BrandNew helped us to reach an audience we would never have reached under the circumstances. Thank you so much to the whole team who pulled BrandNew together this year.”

Spielwarenmesse BrandNew can be accessed on the website free of charge until the end of April.

“This enables us to shorten the wait until the physical Spielwarenmesse this summer which, in spite of the success of the digital format, remains absolutely indispensable,” concluded Ernst Kick.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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