By Gary Symons
TLL Editor in Chief
Now that the COVID-19 pandemic is over, Spielwarenmesse has been on a tear, expanding its programs around the globe.
Spielwarenmesse eG is a fair organizer and marketing services provider for the toy sector and other consumer goods markets. The Nuremberg-based company organizes the world-leading Spielwarenmesse toy fair in Nuremberg, complemented by the services available on Spielwarenmesse Digital.
Spielwarenmesse is also involved in several other major trade fairs around the world, while its World of Toys program enables manufacturers to exhibit at pavilions featured at trade fairs in Asia and the USA.
The German tradeshow organizer says its popular World of Toys format from Spielwarenmesse eG is now heading for new destinations.
In the coming year, the overseas trade fair programme will have a presence not only in the USA but also, for the first time, in Japan.
At the Tokyo Toy Show, taking place June 8 to 11 at the Tokyo Big Sight exhibition centre, the Nuremberg-based fair organizer and marketing services provider will be providing support for companies interested in entering the Japanese market.
“We started planning for this even before the pandemic, and are delighted that the contract is now signed and we can offer our exhibitors some exciting perspectives in an exceptionally forward-looking country,” explains spokesperson Christian Ulrich.
The Tokyo Toy Show is one of the biggest and most important toy fairs in Japan, and is organised by the Japan Toy Association, with the Tokyo Metropolitan Government as co-organiser. Spielwarenmesse’s plan is to offer participation in its World of Toys Pavilion for the Business Days only. Manufacturers have until Feb. 17 to register for the World of Toys Pavilion at the Tokyo Toy Show at THIS LINK.
This year the event will occupy Halls 1 to 4 of the West Exhibition Building at Tokyo Big Sight. On the Thursday and Friday, the show is reserved essentially for trade visitors, while over the weekend consumers are also granted access.
Assistance with the North American market
At Toy Fair New York, Spielwarenmesse eG will celebrate the premiere of another program.
The Toy Association’s mammoth event covers branded products for the North American toy market, and this time the date is new: It takes place from Sept. 30 to Oct. 3, 2023, at the Jacob K. Javits Convention Center.
The deadline for registration is April 30 and interested companies can sign up HERE.
As in Japan, Spielwarenmesse is setting up a World of Toys pavilion at the Toy Fair, and exhibitors in the pavilion will benefit from the full-service package from Spielwarenmesse eG.
The company says the all-inclusive package includes a prepared stand with all basic equipment and extends from initial planning to organisational and marketing services and personal support at the fairs. Experts from Spielwarenmesse can help make contacts with decision-makers from local wholesale and retail chains, facilitating entry into the market.