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, highlighting its role as a global B2B platform for toy industry networking.
- Special focus areas include AI-integrated toys ('AI Loves (to) Play') and adult-oriented products ('Toys for Kidults').
- ToyAward ceremony scheduled for January 30, with winners announced across six categories.
The big picture
The Spielwarenmesse's 75th anniversary underscores its enduring role as a global hub for toy industry innovation and commerce. With exhibitors from 68 countries, the event reflects broader trends in AI integration and adult-oriented product growth—a segment projected to reach €5.7 billion in Europe. The fair's emphasis on networking and trend-spotting positions it as a critical barometer for the sector's future direction.
What we're watching
- Market Expansion
- Whether the 'Toys for Kidults' segment can sustain its projected growth of +14% in Europe.
- Innovation Adoption
- How quickly AI-integrated toys gain traction among traditional retailers and online platforms.
- Startup Viability
- The pace at which newcomers in the StartupArea secure distribution deals during the event.