Whether brand presence, new customer acquisition or trends to try out – the Specials at Spielwarenmesse 2026 offer ideal opportunities for a strong positioning in the market. From 27 to 31 January, exhibitors will also benefit from an optimal hall structure that reinforces synergies between product groups and strengthens the visitor experience. Free services such as product placements, networking formats and digital tools provide targeted support for attendance at the trade fair.
Special areas with appeal allow visitors to discover trends, reach new target groups, experience products live. The Spielwarenmesse Specials are central contact points for trade visitors and offer exhibitors a stage with high visibility. The trade fair will once again focus on Toy Trends and Toys for Kidults in 2026. Innovations, strong brands and relevant content will be presented with impact. A special highlight is the action area, which invites visitors to try out ride-ons, scooters and balls.
“With our Specials, we create eyecatching theme worlds that enable exhibitors to present their products in a targeted manner and at the same time continuously enrich the visitor experience”
Christian Ulrich, Board spokesperson at Spielwarenmesse eG, said: “With our Specials, we create eyecatching theme worlds that enable exhibitors to present their products in a targeted manner and at the same time continuously enrich the visitor experience.”
Exhibitors also benefit from a comprehensive portfolio of free services and effective measures to address specific target groups. These include applications for the Toy Award, participation in the Toy Pitch at the Toy Business Forum and the presentation of new products in the digital What’s New Guide. Additional visibility is generated by walking acts and participation in PressDay and the RedNight exhibitor parties. They will also receive a generous allocation of free admission tickets for their customers.
New exhibitors who would like to present at the Spielwarenmesse can register until the end of July 2025.
