Toys 2025 Nuremberg International Toy Fair (Spielwarenmesse)

1. Kidult Products and Collectibles

• Anime & Friends

  • Japanese-inspired kawaii-style plush, manga-themed board games, and anime figurines were a major draw.
  • Key brands:
    • Jada Toys (notable for the “Stitch RC Surfer”)
    • Qubitunes (“sound box” toy that merges nostalgia with technology)

• Healthy Heroes

  • Toys focusing on wellness—both physical and mental—were ubiquitous.
  • Examples:
    • Epic Story Toys’ Vegesaurs (nutrition-focused playsets)
    • Abfun’s Moon Acrylic Jigsaw (mindfulness puzzle and ToyAward winner)

2. Sustainability and Eco-Innovation

• PlanToys’ Wave Stacker

  • ToyAward Sustainability winner utilizing reclaimed rubberwood

• Eichhorn’s Montessori Line

  • FSC-certified wooden toys featuring non-toxic dyes

• MOLUK’s Tulu Silicone Building Blocks

  • Emphasis on recyclable materials and durability

3. Tech-Driven Play

• Carson’s Race Rival RC Set

  • Modular racing cars with app-controlled stunts

• Carrera’s RC Football Set

  • Bundesliga-licensed robotic players with motion sensors
  • ToyAward School Kids winner

• Qubitunes Sound Box

  • Startup Award winner
  • Enables children to compose music via tactile blocks

4. Outdoor and Active Play

• AquaPlay Harbour

  • Water-based construction sets teaching fluid dynamics

• Smoby’s Mud Kitchen

  • Outdoor role-play set with 11 realistic accessories

• Testing Area in Hall 7A

  • Hands-on obstacle courses featuring ride-ons and sports gear

Notable Product Launches and Award Winners

ToyAward 2025 Winners

Major Brand Highlights

• Simba Dickie Group

  • Majorette Relaunch: New brand logo and two lines—Ride Now (budget-friendly) and Collection (premium).
  • Fluffy Fly Butterflies: Surprise plush featuring blow-activated “hatching.”
  • Corolle New Born Rose: Hyper-realistic baby doll with lifelike facial features.

• Beleduc

  • Music & Rhythm: Child-friendly cajons and drum sets designed for group play.
  • Bioblo Building Blocks: Eco-friendly interlocking blocks supporting STEM learning.

• MOLUK

  • Tulu Silicone Spools: Open-ended stacking and nesting toys for children ages 1–8.

• Dickie Toys

  • Volkswagen RC Monster Trucks: Licensed vehicles featuring fog effects and robust rubber tires.

Strategies for Procurement

1. Post-Fair Direct Outreach

   • Exhibitor List: Utilize the official Spielwarenmesse Exhibitor Directory, which is searchable by product category.
   • ToyAward Winners: Most winners provide direct contact info on their websites (e.g., PlanToys, Carrera Toys).

2. Leverage Trend Zones

   • ToyTrends Gallery (Hall 3A): Curated displays focusing on Anime & Friends and Healthy Heroes products.
   • StartupArea (Hall 3C): A hotspot for emerging brands such as Qubs (Qubitunes) and Abfun (Moon Puzzle).

3. Third-Party Resources

   • Licensing Magazine: Covers post-fair reports on key licensed properties (e.g., Vegesaurs).
   • Trade Publications: Outlets like Toy World, The Toy Book, and License Global publish post-event ranked lists.

Conclusion

The 2025 Spielwarenmesse underscored the toy industry’s broad shift toward hybrid play (combining physical and digital elements), sustainability, and broad intergenerational appeal. While specific contact details and product images are proprietary, you can optimize your procurement approach by:

• Engaging ToyAward winners and eco-focused brands early.
• Exploring Hall 3C (StartupArea) for disruptors in music composition, puzzles, and other innovations.
• Utilizing official exhibitor directories and brand websites to establish direct communication.

For real-time updates or additional resources, consider subscribing to the Spielwarenmesse Digital Platform, which offers exhibitor profiles, product catalogs, and order forms year-round.