Nuremberg International Toy Fair, Germany

Since its inception in 1949, the Nuremberg International Toy Fair (Spielwarenmesse) has consistently attracted toy companies from around the globe, making it the largest and most renowned professional trade fair for toys worldwide. It ranks among the world’s three leading toy exhibitions, distinguished by its high profile, broad influence, and record-breaking attendance.

According to official figures, the number of professional buyers this year increased by 2.5% year over year. U.S. buyers remained at a strong level, while Chinese buyers showed a notable rebound as the fair’s timing avoided the Lunar New Year period. Emerging markets such as Mexico and Turkey, alongside mature markets like the United Kingdom and France, all registered concurrent growth. Meanwhile, domestic German buyers remained steady.

Consumers aged 12 and above are reshaping the global toy market landscape. At this year’s fair, a dedicated “Kidults Zone” was established near the main entrance, focusing on collectible toys, board games, and creative fantasy products. Among these, blind boxes, trendy plush toys, model kits, and building blocks proved to be the areas where visitors spent the most time.

Notably, Chinese trendy toys have achieved a significant yet often subtle presence in this zone—many items were not directly exhibited by Chinese companies but entered mainstream channels through European and American distributors. Established Canadian toy manufacturer Maison Battat, Germany’s Iden Group, and even Ukrainian distributor KIDDISVIT have all systematically incorporated Chinese trendy toy IPs into their offerings.

IPs are no longer merely an added value; they have become integral components of product strategies. Established brands such as Schleich and Ty leverage licensing agreements with Disney, Harry Potter, and other major franchises to elevate their offerings from simple toys to immersive, story-driven, and collectible ecosystems, thereby driving both adult consumption and parent–child co‑purchases. The role of IP is shifting—from acquiring new customers to extending product lifecycles.

Juzhan has repeatedly organized participation for select high‑quality enterprises! The Nuremberg International Toy Fair (Spielwarenmesse) annually draws manufacturers and buyers from across the globe’s major toy‑making sectors, serving as an integrated platform for expanding sales channels, unveiling cutting‑edge products, and cultivating long‑term customer relationships.

Beyond showcasing products, the Nuremberg International Toy Fair is also shaping a clear direction: toys are evolving toward a comprehensive form that embraces all ages, prioritizes experiential engagement, evokes strong emotional connections, emphasizes sustainability, and incorporates controllable smart technologies.

Nuremberg International Toy Fair, Germany tickets are e-tickets. Domestic and international visitors must complete online pre-registration with real-name passport verification. After purchase, the organizer verifies visitor identity. Visitors who do not meet entry requirements may need to submit additional documents. Once approved, you will receive email confirmation or a QR code. On site, present your original passport and confirmation letter to collect a paper badge, or scan the QR code to enter.

Partial exhibitor directory and exhibitor list for Nuremberg International Toy Fair, Germany: YIWU CO-WIN IMPORT AND EXPORT CO., LTD., Shenzhen Ankyl Toys Co Ltd, Lovely Creations Corporation, NINGBO GIANT TIGER CO.,LTD., SOLIDO, and others. The 2027 edition is expected to feature 500+ exhibiting companies. To obtain the full exhibitor directory (including booth numbers and contact details), please visit the official exhibition website or contact Jufair.

The Exhibition Value of the Nuremberg International Toy Fair (Spielwarenmesse)

• The world’s oldest and most authoritative professional event in the toy industry. Since its inception in 1949, the fair has been held annually in Nuremberg and is widely recognized as the premier among the world’s three major toy fairs, serving as the undisputed “bellwether” and “Olympics” of the global toy industry. The 74th edition brought together 2,362 exhibitors from 71 countries and regions, attracting approximately 57,500 professional visitors from 126 nations, with overseas attendees accounting for over 50%. Notably, buyer participation from markets such as the United States and China saw significant growth. Open exclusively to trade professionals, exhibiting at this fair represents a strategic gateway for companies to establish a global brand presence, connect with key international buyers, and gain insights into emerging industry trends.
• Comprehensive coverage of thirteen major product categories across the entire value chain, enabling precise targeting of niche markets. The exhibit range spans 13 major product segments, including wooden toys, plush toys, model railways, electronic toys, outdoor sports equipment, infant and toddler products, educational games, party accessories, and creative stationery, with dedicated trend zones for baby and children’s products, sports and leisure items, and trendy collectibles. From traditional craftsmanship to AI‑powered smart toys, and from early childhood education to the “older‑child” collector market, the fair offers a complete showcase of innovations and evolving consumer preferences throughout the global toy supply chain.
• Access to a global network of top-tier buyers, delivering outstanding results in international procurement. Each year, the fair draws leading purchasing decision‑makers from Italy, France, the Netherlands, the United Kingdom, the United States, and China. Global retail giants such as Walmart, Target, Mattel, and Hasbro maintain permanent on‑site teams to source and evaluate products. Over 70% of attendees are corporate procurement managers or senior decision‑makers, enabling exhibitors to efficiently engage with high‑value, core channel partners. The Chenghai Toy Association organized more than a hundred leading Chinese enterprises to participate, showcasing tens of thousands of innovative products and securing numerous intentions for international collaboration.
• Setting the tone for industry innovation, backed by the prestigious ToyAward. Beyond being a stage for new product launches, the fair serves as a crucible for shaping industry trends. As one of the sector’s most influential honors, the ToyAward is ceremoniously presented at the fair each year, instantly bestowing global industry credibility upon winning entries. With a focus on cutting‑edge themes such as artificial intelligence, green sustainability, and the older‑child market, the 2026 edition places particular emphasis on the development and application of AI‑enabled toys and eco‑friendly technologies. Complementary initiatives—including the Toy Business Forum, the ToyPitch startup pitch session, and special exhibition areas—provide exhibitors with a high‑end think tank platform to anticipate market shifts and forge connections with academia, research institutions, and industry stakeholders.
• A multi‑dimensional integration of “exhibition + conference + awards + show,” fostering an immersive industry ecosystem. Concurrent with the fair, events such as RedNight—a vibrant industry networking soirée—alongside the International Game Inventors Conference and the induction ceremony into the Automotive Model Hall of Fame, seamlessly blend B2B business negotiations with community‑building activities. This distinctive industry atmosphere leads 96% of exhibitors to recommend participation to their peers, making the Nuremberg International Toy Fair not only a platform for product showcases but also an annual “gathering of friends” that no global toy professional would miss.

Notable exhibitors

• International Toy Industry Giants: Mattel, Hasbro, LEGO, MGA Entertainment, Playmobil, Simba Dickie Group, Ravensburger, JAKKS Pacific, VTech, Spin Master, Zapf Creation, Carrera, Schleich, Steiff, Brio, Fisher-Price, Little Tikes
• Wooden and Sustainable Toy Brands: Kapla, Hape, Plantoys, Goki, HABA, Selecta, Eichhorn, EverEarth, Bajo, Le Toy Van, Tegu, Grimm’s, Melissa & Doug, Janod
• Baby and Infant Products Brands: Done by Deer, Flow Amsterdam, Fehn, Chicco, BabyBjörn, NUK, MAM, Lansinoh, Philips Avent
• Model and Collectible Brands: Revell, Faller, Herpa, Märklin, Fleischmann, Tamiya, Dragon Models, Corgi, Hot Wheels, Matchbox, Siku, Bruder, Welly, Maisto, Bburago
• Games and Publishing Brands: Ars Edition, Ravensburger, Asmodee, Kosmos, Amigo, Piatnik, Zoch, Days of Wonder, Fantasy Flight Games, CMON
• Electronic and Smart Toy Brands: Robosen, Silverlit, WowWee, Sphero, Anki, Makeblock, UBTECH, Wonder Workshop, LEGO Education
• Leading Chinese Exhibitors: Alpha Animation, Xinghui Entertainment, Shifeng Culture, Xinyu Technology, Haiyang Toys, Century Friendship, Xiaobailong, Dinosaur Island, Wanji Toys, Haipengda, Huada Toys, Yade Toys, Hendi Toys, Huawei Technology, Qunxing Toys, Gaole Shares, Interactive Entertainment, Caipo Science & Education, Meizhi Models, Shuangying Toys, Senbao Building Blocks, Qimeng Building Blocks, Bangbao Educational Toys, Ke’er Toys
• Outdoor and Sports Goods Brands: Panini America, Spinnovation, WeRoll Tech, Ravensburger (Outdoor Series), Simba (Outdoor Series)
• Stationery and Creative Design Brands: Herma, Nordic Houseware Group, Online Schreibgeräte, Stabilo, Faber-Castell, Lyra, Maped, Pelikan