Overview
- The Spielwarenmesse runs through January 31 in Nuremberg with about 2,300 exhibitors from nearly 70 countries presenting new releases to trade visitors.
- Showcase themes target teenagers and adults with collectibles, creativity-driven hobby kits, and toys that use artificial intelligence.
- Executives cite factors such as small self-rewards, nostalgia, and a desire for offline activities as drivers of adult demand.
- Retailers are testing new merchandising, including adult-only branches from French chain King Jouet to better reach this audience.
- Category data underscore the shift, with puzzle sales up 19% last year, helped by products designed specifically for adults.