Spielwarenmesse supports start-ups and young innovators with new StartUp Area

Spielwarenmesse is supporting start ups and young companies from across the international toy space with the launch of a new StartUp Area to offer ‘an easy entry point to the world of trade fairs’ when the event makes its return in 2022.

The new area will host both the Innovation Made in Germany pavilion, as well as a new space for international start-ups looking to break into the global toy market. The StartUp Area will be hosted in Hall 8 at the Spielwarenmesse toy fair, running from February 2nd to 6th next year.

The zone will aim to offer young German companies and international businesses the opportunity to be represented at the European trade fair at ‘particularly affordable rates’, allowing them to cement new business contacts and introduce their creative product ideas to the key buyers in the industry.

Companies can register between now and 15 December at www.spielwarenmesse.de/en/application.

As participants in the StartupArea, young international businesses will be provided with an ‘all-round package’, which covers all services in the marketing package including a digital business profile on the Spielwarenmesse Digital platform, along with a fully equipped 6m2 stand and access to a meeting lounge with kitchen for all participants.

The startups will be given a spot in Hall 8, where the focus is on new launches and innovations. Any international toy company that has been trading for no more than five years is entitled to take part.

Christian Ulrich, spokesperson of the executive board for Spielwarenmesse eG, explains how important the fair is for young businesses.

“With their position in Hall 8, participating startups will be able to demonstrate their potential and get into the market,” he said. “The toy industry will likewise benefit from the enrichment that comes from more innovations and creative product ideas.”

The German Federal Ministry for Economic Affairs and Energy (BMWi) is offering additional support for innovative young German businesses. Its funding programme will once again give German startups the chance to appear at the leading global trade fair.

In the dedicated area in Hall 8, they will be given a stand of up to 15m2 and receive up to 60 per cent of the participation cost in subsidies. This programme is available to German-based companies that have been trading for less than ten years, have fewer than 50 employees, a maximum annual turnover of EUR 10 million and can show evidence of an innovative business idea.

Further details about StartupArea can be found at www.spielwarenmesse.de/en/startup.

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@biz-media.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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