“Continuity, innovation and adaptability”: Christian Ulrich on 75 years of Spielwarenmesse – and how the show stays relevant

Christian, it’s great to connect. Spielwarenmesse returns in a few weeks and this is a special one – the 75th! Can you talk me through some of the ways you’ll be marking the milestone?
The 75th Spielwarenmesse will be a truly special event. On our social media channels and in the online magazine – Spirit of Play – we have been sharing fascinating facts, stories and background information from across the 75 years of trade fair history. At the same time, we are inviting all industry participants to share their personal trade fair experiences and memories. During the event, an exhibition with interactive elements located directly in front of the Entrance Mitte will offer fascinating insights into the history of Spielwarenmesse.

Throughout the entire exhibition centre, numerous exhibitors will also be celebrating the anniversary with their own creative activities and surprises. A particular highlight is the RedNight on Thursday evening, which will kick off with a spectacular fireworks display. We are also involving the ToyCity Nuremberg in the celebrations by illuminating central locations in the city centre in anniversary red.

Brilliant. And what has been key to the show’s longevity?
The foundation for the long-standing success story of Spielwarenmesse is the triad of continuity, innovative strength and adaptability. We maintain a close dialogue with the industry, identify trends at an early stage and continuously develop our trade fair concept to meet the requirements of both industry and retail.

At the same time, Spielwarenmesse offers the optimal environment for enabling all industry participants to conduct efficient business and networking. With a diverse programme of presentations and topic-specific specials, we provide forward-looking impetus, convey valuable knowledge and create a space for new ideas. And hence Spielwarenmesse remains relevant and indispensable for industry and retail even after 75 years.

The show is important to the entire industry ecosystem – from retail buyers, to manufacturers, to inventors. Were all three key to the show from the beginning?
Industry and retail have played a decisive role right from the start. The founding fathers of Spielwarenmesse were four visionary entrepreneurs from these sectors. After the division of Germany, they wanted a platform to exhibit toys. Although Spielwarenmesse served primarily as a platform for exhibitors to secure orders for many decades, even at this point it attracted inventors who came to find out about current developments and to look for business partners.

To increase their visibility at the fair, we have created new presentation areas such as the StartupArea and the Game Inventors Convention. For manufacturers and retailers, the introduction of product groups and their continuous adaptation to market changes have been of central importance. This has constantly increased the benefits of the fair for both target groups. With the establishment of the Toy Business Forum for exchanging up-to-date industry knowledge, the creation of Specials such as Toys for Kidults and the ToyTrends, and new networking formats such as the RedNight, we have further expanded our offering and responded to the needs of our participants.

What key milestones across the 75 years shaped the show in a meaningful way?
Over the course of the fair’s 75-year history, there have been numerous significant milestones. Initially, Spielwarenmesse had a national focus. This changed in 1958 with the debut of international exhibitors. In doing so, those responsible at the time laid the foundation for today’s international reputation as the world-leading trade fair. In the 1970s, the move to the current exhibition centre opened up new opportunities for growth and further development. In recent years, the ongoing digitalisation has shaped the fair most profoundly. New digital services and tools make participation easier for exhibitors and visitors and further encourage networking.

What defines a successful Spielwarenmesse for you?
A successful Spielwarenmesse is characterised by the fact that it creates genuine added value for all participants. When exhibitors are able to present their innovations effectively and establish valuable business contacts, when retailers and buyers discover innovative products and find the right partners. And most importantly, when participants leave the event with new-found motivation, fresh ideas and positive experiences, then we have achieved our goal.

The Game Inventors Convention returns to the show later this month. Why does this remain an important part of the show for you?
We are very satisfied with the development of the Game Inventors Convention. It has quickly become a creative hotspot for the international board game community. The event offers game inventors a unique marketing platform to present their innovative ideas and prototypes directly to editors from publishers and agencies. At the same time, it creates a space for new momentum in the market, exciting collaborations and enables inspiring conversations. Numerous registrations have already been received for the upcoming edition – including from Belgium, the UK, the Netherlands, Austria, Switzerland, Spain and Taiwan. I am confident that the Game Inventors Convention will once again be a source of creativity for the games industry.

Away from the GIC, do you feel engaging with the wider show is useful as a means of inspiring the inventor community?
Absolutely, Spielwarenmesse spurs new inspiration for inventors and authors far beyond the Game Inventors Convention. The broad spectrum of innovations, trends and new products from all product groups creates a unique environment in which creativity is fostered, and new ideas are sparked. Direct exchange with manufacturers, publishers, buyers, retailers and other industry experts provides inventors with valuable insights into current developments and market needs.

In addition, our Specials and presentations in the Toy Business Forum offer a wealth of inspiration that encourages thinking outside the box. Spielwarenmesse is a place where different perspectives come together, and new collaborations emerge. For game inventors, participation is therefore a valuable opportunity to be inspired, make contacts and further develop their own creativity.

Looking ahead, are there gaps or untapped areas of the industry you’d like Spielwarenmesse to engage with more?
The toy market is constantly changing. For us, it is crucial to continue to stay closely attuned to the industry and to recognise new developments at an early stage. We see our task as continuously developing the concept of Spielwarenmesse and responding flexibly to new needs and trends. Regular exchange with industry stakeholders is particularly important to us – not just during the fair, but throughout the year. We will continue to expand formats such as the Spielwarenmesse Dialogue, which connects leading figures in their respective countries. Another focus is on expanding our digital offerings to support and accompany the industry even more effectively.

Thanks Christian. See you in a few weeks!

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