Nurembergfollowup
The spirit of play T
he 2014 Nuremberg Toy Fair sold out in November, and approximately 2,800 exhibitors from 60 countries will be showing their products to an expected 75,000 visitors from almost every country in the world at the show next year; and it’s all happening in just a few weeks.
There are also some big changes happening at 2014’s show, key among them are the following: The expansion of Baby and Infant articles, with manufacturers displaying their products in Hall 2, and in additional spaces in Hall 1. The expansion of the offerings on show for very young children enlarges the coverage in Nuremberg to products and leisure activities for those literally aged from nought to 99 years. Furthermore, Festive products, Fireworks and Carnival Articles
will grow and cover all of Hall 9. School Products, Stationery and Creative Design are also all moving into Hall 4, since it fits well with the range of educational toys already in place there. Having already previewed the show in our December issue, I
didn’t want to present you with rehashed information, so over the following pages you will see previews from some additional companies now exhibiting at the show. Below this brief intro you’ll also be able to see the full timetable for the Global Toy Conference’s educational speakers. The Toy World team of John Baulch (john@toyworldmag.
co.uk), Mark Austin (
mark@toyworldmag.co.uk) and myself (
tom@toyworldmag.co.uk) will be at the show, and I would encourage you to get in touch with us over the next few weeks (if you haven’t already) to book us into your show diaries. We look forward to seeing you there.
Global Toy Conference information
Experts will present keynote speeches as part of a group of sessions at Global Toy Conference titled, “How to get customers into your shop – successful pricing, presentation and selling”. Conference participants can assemble their own individual programme from the three modules of Pricing Strategy, Product Presentation and Sales Methods. The complete programme includes the following themes and presentations:
Module 1: Pricing Strategy, 9:00-11:00am •
Christoph Knappik, Vocatus AG: Psycho- Logical Pricing: Strategic exploitation of hidden potential with pricing psychology.
• Dr. Andreas von der Gathen, Simon Kucher and Partners: Pricing excellence in the toy trade: The elements for your success
Christoph Knappik will address how important
pricing psychology is and what advantages it brings. He will also speak on how to find the right price, and what criteria customers use as the basis for their decisions. Dr Andreas von der Gathen will examine the
three elements of pricing excellence. The economist will aim to answer the questions of finding the right pricing points and which price architecture is advisable for a range.
Module 2: Product Presentation, 11:30-13:30pm •
Professor Wilfried Leven, Agentur Leven: Shopping as an experience: How to make customers come again.
• Hans Jürgen Resas, Resas Communication 60 Toyworld
and Design: Product presentation to delight customers.
Wilfried Leven will illustrate why customers often feel that shopping is a burden. He will also reveal what things traders can do to make every visit to their shop an experience for the customer. Hans-Jürgen Resas will tackle the presentation of products at point of sale. He will provide an insight into successful product presentation with the aid of many best-practice examples from all over the world.
Module 3: Sales Methods, 14:00-16:00pm • Dr Hans-Georg Häusel, Gruppe Nymphenburg Consult AG: The fine art of tempting to buy: What the toy trade and manufacturers can learn from brain research.
•
Ingo Vogel, Rhetoric & Sales Trainer: Emotional selling: The toy sales assistant as brand.
Dr Hans-Georg Häusel will aim to change sales and
marketing thinking. The well-known brain researcher shows that decisions to buy are made largely unconsciously in the customers’ minds, and always
emotionally. Ingo Vogel will focus on emotions. Vogel will also show why only a “complete emotional package” of sales assistant and product can lead to long-term success.
How to book Trade visitors can obtain conference tickets in conjunction with their Spielwarenmesse entrance ticket at
www.globaltoyconference.com. The price is graded according to the number of modules booked: • Booking one module in advance: €70, at ticket desk €80.
• Booking a second module in advance: €60, at ticket desk €70.
• Booking all three modules in advance: €190, at ticket desk €220.
All other information on the fifth Global Toy
Conference is available at
www.globaltoyconference. com. The conference takes place at Spielwarenmesse from 9:00-16:00pm on Saturday 1st February in St Petersburg Hall, NCC Ost.
Toy World’s Tom Roberts takes a final look at Spielwarenmesse 2014 before the show kicks off in a few weeks’ time.
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