纽伦堡国际玩具展览会（Spielwarenmesse - International Toy Fair Nürnberg Spielwarenmesse）是世界最大的玩具及休闲产品展，是玩具创新产品、模型以及休闲产品行业最领先的国际贸易展，从1949年开始，一年一届，在纽伦堡国际展览中心举行。该展一方面为国内及国际的生产商提供了一个极佳的交流平台，另一方面也为行业贸易和采购活动提供订单平台。创新产品的展示和全方位的行业预览建立了一个年度内至关重要的信息库。纽伦堡玩具展成为世界上首屈一指的并且趣味盎然的休闲盛会，因为每年这里吸引了来自100多个国家的近8万名专业观众和60多个国家的2800多家展商，以及6万多种新品玩具。玩具展为生产商带来的创新概念使之成为世界上最知名的发布新产品的平台。
德国纽伦堡国际玩具展自1949年始办以来，一直吸引着世界各地的玩具企业参展，是国际上展出规模最大，最知名的专业玩具类成交性展览会，每年初举办一次，是世界玩具领域知名度高、影响力最广、参展人数最多的世界三大玩具展之一。该展会仅对专业贸易观众开放，每年都吸引了世界上主要玩具制造领域的厂商和客户参加。
中国展商玩具行业一直不会受到国际环境的影响，每届展会都有相当高的参展数据或创下了展商和观众数量的记录。除德国的展商外，中国大陆参展企业每届超过二百多家，是各国际展商中参展企业数量最多的国家。
展品范围(Show Products):
玩具娃娃、毛绒玩具、皮毛玩具、木制玩具、竹编玩具；糖果玩具、积木玩具及实验玩具；户外运动用品；火车及轨道模型系列，汽车及快速轨道模型系列，机械玩具和电动玩具，建筑玩具及体育玩具，书籍及棋牌娱乐用品，制作模型、业余爱好，手工制作材料，节日用品及圣诞树饰品，电脑游戏软件和高科技玩具等。
展会报告(Show Reports):
The Spielwarenmesse is the global meeting point for an entire industry. From 28 January to 1 February 2025, it came together in Nuremberg for the 74th time – and succeeded in matching last year’s very high numbers. 2,362 exhibitors from 71 countries presented their innovations and trends in a significantly enlarged space and made successful use of the expanded range of options offered by the organiser, Spielwarenmesse eG. The amended hall structure, event-packed Specials and new networking opportunities helped some 57,500 visitors from 126 nations to navigate their way, easily and enjoyably, through the diverse range of products.
“Every year, we are delighted to take part in the Spielwarenmesse in Nuremberg, which is the must-attend event for toy industry professionals,” says Daniel Levy, CEO of Buki France. Just as last year, 97% of exhibitors share his opinion, considering attendance at the world’s leading event to be important or very important. “Our stand has been busy all day, every day – there’s a real buzz around the show”, commented Alison Coates of UK-based Just Play enthusiastically. Exhibitors rated the general quality and quantity of visitors as higher, and likewise the size of sales agreed. “Exactly the right decision-makers were there, the ones with a genuine interest in our products,” said Sutepan Ganendiran, MD of the German startup company Compactoys emphatically. Massimo Pescarolo from Cicaboom of Italy noted: “The Spielwarenmesse is the only global exhibition for toys.” important European markets saw increases in visitor numbers. The USA and China were also among the top 10 countries for visitors. The increasingly international relevance of the fair was also noted by Thomas Eichhorn, MD of MGA Zapf Creation from Germany, who remarked that “the big American retailers such as Target and Walmart had intensive conversations with the teams from our HQ.” And other major US-based players, too, felt that the Spielwarenmesse was becoming increasingly important. “Spielwarenmesse is always an exciting start to the event calendar for the team at Hasbro,” reveals Bhavesh Somaya (Senior Vice President & General Manager EMEA & APAC). “Mattel always launches substantial major developments in Nuremberg, such as the ‘80th Ruby Anniversary Collection’,” adds MD Sebastian Trischler.
The barometer of exhibitors’ opinion was also on the rise in terms of service and activities. “The continuous marked improvement in content at the Spielwarenmesse was clearly appreciated,” confirms Christian Ulrich, Board Spokesperson at Spielwarenmesse eG. The addition of Hall 3C, accommodating Baby & Infant Articles and Lifestyle Products, made efficient circuits around the fair easier and created synergies. “We love the new hall and the stand we have there – it was a real benefit to us,” commented a delighted Christian Vollmer of Fehn, Germany. The modern design of the Toy Business Forum and its new-style presentations was likewise well received. Those presentation formats included the fireside chat with CEOs and the ToyPitch on the first day of the fair, at which twelve exhibitors gave brief 3-minute presentations on their new products. once again the ToyAward – the prestigious industry prize in six product categories – was presented live on the big stage. “Winning was a tremendous honour, putting us as a small toy business on the radar with international trade,” says Yusuf Beyaz, CEO at Swiss startup Qubs. Further highlights included the highly topical Specials ‘Sport, Leisure, Outdoor’ with its halfpipe stunt shows, and ‘Toys for Kidults’, where products targeted to the affluent adult market were brought to life in the heavily frequented central entrance (Eingang Mitte). “We appreciate the variety of formats that make it possible to present new products in the best possible way,” says Evgeni Melan, COO of Augmented Robotics from Germany. He found the two ToyTrends, ‘Anime & Friends’ and ‘Healthy Heroes’’ particularly exciting in this respect.
Exhibitors gave the topic of networking the highest rating. “It is noteworthy that the Spielwarenmesse enables an unparalleled industry gathering, a trend-setting platform, networking opportunities and of course media exposure,” remarks Anirudh Bhargava, CEO Tribal Earth Sounds India. At the fairly new but already well established RedNight event, about a hundred exhibitors transformed their stands into true party areas for Thursday evening. To Diego Motto of the Italian manufacturer Giochi Preziosi, RedNight is perfect for meeting suppliers and retailers: “The networking events have helped us to make new contacts and catch up with old friends.” Opportunities for individual discussions were also to be found at the LicenseLounge with its networking area and at the Internationale Spieleerfindermesse – Game Inventors Convention with its evening event, GamingHour. Fans of model vehicles enjoyed another premiere with the induction ceremony to the Model Car Hall of Fame.
Exhibitors had high praise for the way the Spielwarenmesse maintained its family character despite its immense size. “It feels like a sort of friendship gathering every year.” says Kovit Chomphunuchyanyong, Managing Director of the well-known Thai company Plan Toys. “Its positive and happy atmosphere makes it an event to visit every year,” concludes Kheir Houeiss, proprietor of Bulgarian company Invictus 1928. In total, 96% of participants would recommend other companies to attend. The next opportunity will be for the fair’s 75th birthday; the anniversary edition takes place from 27 to 31 January 2026.
