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Toyfairs


Taking it global T


he 2014 Nuremberg Toy Fair is already sold out, and around 2,800 exhibitors (up from 2,700 this year) from 60 countries will be waiting for an expected 75,000 or so visitors from almost every country in the


world. Judging from the early take-up for entrance tickets, aided by the fact that online purchase, following registration, is now available on www. toyfair.de – attendance looks to be as strong as ever. Ernst Kick, CEO of Spielwarenmesse, said: “2014


is a very exciting year for the show, with lots of new developments to announce. First of all is the brand new hall, 3A. It’s an extremely impressive building with amazing architecture designed by Zaha Hadid, the architect who designed the London Olympics Aquatics Centre for London 2012. The first use of this new hall will be 2014’s Toy Fair. The hall is completely open, with no supporting pillars, and opens up 170,000 square metres of fair space. The show itself is also going through a slight restructure, and we will be trying out new topics and categories across the exhibition. School products will be moving from Hall 9 to Hall 4, and we are expanding the baby products sector to 100 extra companies. We are also working on expanding festival and carnival items.”


The new Hall 3A adds an extra dimension to the


Spielwarenmesse, allowing it to present the related product groups of Dolls and Soft Toys in Hall 1, Baby and Infant Articles in Halls 1, 2 and 3 and Wooden Toys and Craftworks in Halls 3 and 3A. The redesign and extension of the offerings in the area of baby and infant articles will provide buyers with the ideal platform for gaining inspiration. Ernst said: “The demand from buyers for baby and infant articles has greatly increased in recent years and is continuing to grow. We have decided to extend the space in order to accommodate this development. Therefore, the range will now feature baby equipment in addition to toys. With everything from buggies, nursery furniture and accessories to car seats, trade visitors can expect a new spectrum of products for infants in Nuremberg from 2014.” By the same token, the School Articles,


Stationery, Creative Design product categories will be exhibited in the same space as the Educational Toys. Both will be showcased in Hall 4 from the next Spielwarenmesse onwards. Therefore, Hall 9 will be used in its entirety for Festive Articles and Carnival product categories. To find out more about UK exhibitors at next


year’s show, Toy World spoke to Roger Sherman, managing director of Patt Expo, the fair’s UK office, who said: “For 2014, we have again received applications from over 20 companies from the UK who are new exhibitors; we are hopeful that most


2014’s Nuremberg Toy Fair will welcome 75,000 visitors at the end of January, and continues to merit its prime position on the show calendar. Tom Roberts reports.


will obtain stands, depending on the availability of space in the appropriate product sector. It is likely that the total number of British exhibitors, including those in the British Pavilion, will be over 160, a slight increase on 2013.” Roger also explained that the one common


problem facing the city of Nuremberg during toy week is that of accommodation, which can be both expensive and difficult to find. He said: “That is why Spielwarenmesse has made an agreement with German railways and with several hotels in Munich in order to provide a package price for visitors. The combination of return train fare between Munich and Nuremberg (journey time is one hour) and the hotel in Munich near the main railway station can be much cheaper than staying in Nuremberg.”


Trend Gallery Next year’s show will feature a brand new discovery zone, the Trend Gallery, aimed at highlighting innovations and exciting trends in the industry. This special zone will be located in the show’s new hall, 3A. The Trend Gallery was originally set up with trend scouts in mind, and will present the most important future trends in the toy industry in a clearly structured form. A Trend Committee of nine experts will travel all over the world before Spielwarenmesse to track down the latest trends for the Trend Gallery.


Ernst Kick


said: “Some key highlights of the trends gallery will include Skylanders, fresh off the reports that the franchise has turned over £1.5b so far, promoting healthy toys and games, the return of retro characters from the 80s and 90s, and the miniaturisation of toys such as mini figures and travel games. The aim is to bring these and other trends together in one place and consolidating them in an easy-to-view way.”


The third component of the Trend Gallery is


the Toy Business Forum. This free knowledge forum offers information on current market developments and marketing trends. Here, toy retailers can bring their know-how right up to date on various topics. Exhibitors can apply for an additional product presentation slot in the Trend Gallery and more information can be found on the website www.toyfair.de/trendgallery.


Ernst Kick, CEO


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