At this 12 months’s Spielwarenmesse, media consideration exploded round toys for “kidults,” or adults who take pleasure in buying toys for themselves. Since 1949, the Spielwarenmesse has been held in Nuremberg, Germany, and is likely one of the largest worldwide commerce occasions for the toy trade. Effectively-established firms and startups alike attend the honest to share new merchandise and observe what toys are at the moment trending globally.
This 12 months, the occasion hosted a pattern space referred to as “Life’s a Playground — Toys for Kidults,” which turned a well-liked attraction for the press and attendees and obtained worldwide media promotion. As a result of consideration paid to this subject, the Spielwarenmesse plans to maintain a everlasting part close to Entrance Mitte for Toys for Kidults, highlighting merchandise that enchantment to the demographic, beginning subsequent 12 months. The “Toys for Kidults” interactive expertise goals to incorporate activations like a photograph spot and numerous reside actions to permit attendees to check out exhibitors’ games and toys geared in the direction of kidults.
Market research institutes just like the BrandTrends Group and Circana are observing a rise in curiosity in merchandise like tabletop video games, collectible toys, and inventive fantasy merchandise. The previous has achieved a global study that confirmed 67% of individuals from the ages of 18-65 have expressed curiosity in shopping for toys and collectibles for themselves a minimum of a couple of times a 12 months. Put up-Spielwarenmesse, it’s changing into extra obvious that the kidult goal group has huge gross sales alternatives and merchandising potential.
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