2018 Spielwarenmesse-Nuremberg International Toyfair Review

2018 Spielwarenmesse-Nuremberg International Toyfair Review

The official press release for this year’s Spielwarenmesse highlights the huge scale of the world’s biggest toy trade show


What is very difficult to convey via press release though is the sheer depth/scale of potential business partners for toy companies. This show just seems to get better and better every year, with more exhibitors, more visitors and more opportunities.

It is close to impossible to effectively summarise the show highlights, as the number of products and exhibitors means one person cannot absorb the entire contents of the show in the course of the few days the show is on.

However, some personal highlights for me include touring the Lego stand. Lego remains the best example of brand building/brand extension in the toy industry, with some really clever twists/themes on the age old formula.

Also impressive was the freshness of the board game halls – 10.0 and 10.1. The board games category seems to be thriving and it was a great pleasure to see numerous new exhibitors showing off some funky new games.

The final highlight I wanted to call to attention was the Marvel display – this celebrated ten years of Marvel Studios. The growth in toyetic movie franchises has been a huge growth driver for our industry, and Marvel has been at the forefront of this.

On a personal note, as ever so much business and so many relationships grow from the after show hours that I really found myself feeling my age after a few late nights in a row! The highlight was seeing many of my old time Hasbro colleagues from across Europe at the Nickelodeon party. I did find myself thinking how a few of my colleagues have aged (grey hair etc), but then when I look in the mirror I am reminded they probably think the same thing about me!