Spielwarenmesse restructures product groups

Europe's biggest toy fair is shaking up its categories introducing new segments and consolidating existing ones.
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Coinciding with its 70th anniversary from January 30th to February 3rd 2019, Spielwarenmesse toy fair is restructuring and reconceptualise its product categories.

The product group Electronic Toys will celebrate its debut while changes are afoot in the product groups Festive Articles, Carnival, Fireworks and Model Railways and Model Construction. 

“These steps are necessary if we are to respond to the changing market and reflect the needs of buyers and retailers,” said Ernst Kick, CEO, Spielwarenmesse eG.

Model Railways (until now in Hall 4A) and Model Construction (until now Hall 7A) are to be merged in Hall 7A. This move will allow the fair to reflect under one roof the international diversity of both sectors, offering a wide portfolio to their identical target groups. 

Both well-known brand manufacturers and smaller niche suppliers will come together to create an inspiring and comprehensive mix of products. At the same time, the profile of the Model Construction segment will be raised by relocating those suppliers whose ranges target the toy trade as opposed to stores specialising in model construction. They will be moved to Hall 4A.

A new product segment for Electronic Toys will be created here, encompassing RC vehicles, drones, planes, robots and much more. This new distinction provides independent retailers and buyers with valuable guidance in the field of technology and digitalisation, both of which have evolved from a fleeting fad to a firm facet of the toy sector. The foundations for this latest move were laid in 2017 when the Tech2Play activity area was first introduced. This popular feature is set to stay and will continue to attract widespread visitor attention into the future.

“The big players in this segment have already agreed to the move to Hall 4A where, thematically speaking, they’ll be successfully embedded in the fair,” added Kick.

The product group Festive Articles, Carnival, Fireworks in Hall 9 is likewise undergoing considerable change. The toy retail sector is an important sales market for this segment. Indeed, all the big names and market leaders come to Nuremberg to show their wares, prompting the Spielwarenmesse to add an exciting new aspect in Hall 8.

“At first, it may take a little getting used to as some exhibitors will be in new locations," concluded Kick. "We’ll do everything we can to ensure that our new signage and navigation are as clear as possible.”


Spielwarenmesse 2016

Renowned brands, toy novelties, trendy start-ups, chain store buyers indie retailers and a plethora of media reps, all gather for the week-long toy festival in Germany.

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