Spielwarenmesse Turns 75 with Record Exhibitors and AI-Focused Trends
Event summary
- 75th edition of Spielwarenmesse runs January 27–31, 2026 in Nuremberg with 2,313 exhibitors from 68 countries.
- 488 new companies debuting at the event, targeting business development and networking.
- ToyAward ceremony scheduled for Wednesday, January 29, highlighting innovations across six categories.
- Circana projects $13.4B US and €5.7B European market for 'kidult' toys by September 2025 (+12% and +14% YoY).
- StartupArea features 44 exhibitors from 16 countries, including 22 German newcomers.
The big picture
The Spielwarenmesse's 75th anniversary underscores its role as the global hub for toy industry innovation, particularly in emerging categories like AI-enhanced toys and products targeting older consumers. With exhibitors from 68 countries and projected market growth in kidult segments, the event highlights both the internationalization of the toy market and the strategic pivot toward technology-driven play experiences.
What we're watching
- Market Expansion
- Whether the event's focus on AI and kidult segments will accelerate growth in these niche markets.
- Startup Viability
- The pace at which new exhibitors can convert trade show connections into sustainable business relationships.
- Trend Adoption
- How quickly traditional toy manufacturers will integrate AI and creative mindfulness features into mainstream products.
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