75 Years of Spielwarenmesse Magic

For generations, Spielwarenmesse has served as the heartbeat of the global toy industry — where creativity, commerce, and community collide. From January 27 to 31, 2026, the legendary Nuremberg International Toy Fair returns for the 75th time, marking its diamond anniversary with a future-focused program built around trends, networking, and discovery. In this milestone year, the entire exhibition center becomes a playground of ideas, honoring the fair’s legacy while looking squarely ahead.

Spielwarenmesse’s signature energy comes from its blend of established brands and ambitious newcomers. In 2025, the show welcomed 2,300 exhibitors from 71 countries, with more than 80% traveling from outside Germany, alongside 57,500 trade visitors from over 120 nations. “Every year, new companies and first-time visitors discover Spielwarenmesse as a springboard into international markets,” says Christian Ulrich, Spokesperson and Member of the Executive Board at Spielwarenmesse eG. Across 18 halls, buyers can curate tailored assortments while uncovering fresh product inspiration around every corner.

At the heart of the show are the ToyTrends, brought to life through standout product examples selected by the international TrendCommittee. For 2026, innovation meets imagination in two defining themes. “AI Loves (to) Play” explores how artificial intelligence enhances play through smart toys that adapt, learn, and evolve with their users. “Creative Mindfulness” shifts the focus to hands-on joy—spotlighting crafting, upcycling, and artistic exploration that reward the process as much as the finished result.

Spielwarenmesse’s Specials add even more depth. Toys for Kidults continues to gain momentum, spanning collectibles, tabletop games, and imaginative fantasy products for older fans. The New Product Gallery delivers a streamlined look at innovation, while the ToyAward honors excellence across six categories. The fair’s intelligent hall structure strengthens category synergies, from School Articles, Stationery & Creative Design in Halls 2 and 4, to Wooden and Sustainable Toys in Halls 3 and 3A, Baby & Infant Articles and Lifestyle Products in Hall 3C, and the action-packed Sports, Leisure & Outdoor Special in Hall 7A, where products can be tested hands-on.

Networking is woven into Spielwarenmesse’s DNA. ToyNight launches the week with a Tuesday evening celebration for exhibitors, while RedNight on Thursday turns booths into after-hours networking hubs. Each day at lunchtime, the Toy Business Forum brings the industry together with talks on Retail, Digitalization, Sustainability, AI, and the Kidult phenomenon. Licensing professionals gather at the LicenseLounge, where LicenseTalks explores new partnerships in a segment that now accounts for roughly one-third of global toy sales. On Friday, the Game Inventors Convention unites creators and publishers for idea exchange, followed by an evening networking event.

Beyond the show floor, Spielwarenmesse Digital and the official app keep the industry connected year-round, offering product showcases, videos, live chat, and LeadScan tools. Tickets are available exclusively online. Travel is streamlined via Frankfurt or Munich airports, with the Spielwarenmesse Bus providing direct service from Munich Airport to the venue. From Frankfurt, Nuremberg is easily reached by plane or train. Each ticket also serves as a public transport pass throughout the Nuremberg region.

The 75th anniversary countdown began 75 days before opening, with daily stories and memories shared across social media and the Spirit of Play digital magazine. During the fair, anniversary installations and activations will appear throughout the venue and across Nuremberg’s ToyCity, from interactive entrance displays to exhibitor-led surprises.

“For 75 years, Spielwarenmesse has united the global toy community to share ideas, inspiration, and the joy of play,” Ulrich states. “In 2026, we’ll celebrate this milestone together and look ahead to the future of play.”

A version of this feature first appeared in the 2026 International Issue of The Toy Book. Read the full issue here!

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