Ryan, CEO of Plus-Plus USA, here!
I just got back from the Spielwarenmesse in Germanyâthe world's largest toy trade show! This was the show's 74th year, featuring 2,354 exhibitors from 68 countries across more than 12 exhibit halls â that's over 40 acres of toys!
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I've been attending this event since 2007, and it remains a highlight of the year in the toy business.
As you might imagine, the show is a sensory overload, but here are a few of my key takeaways (including one that gives me SO much hope for our industry and society!):
1. Kidults Still on the Rise đ
Products designed for adult customers continue to trend, from LEGO Botanicals to tabletop gaming. The show even featured a toy award specifically for this category, along with a dedicated Kidults trend section.
2. Saturated in Color đš
While I may be biased (since at Plus-Plus, we live in a "World of Color"), bold, vibrant hues were everywhere! From '80s throwbacks to art supplies and activity books, bright colors are definitely in.
3. Good for Kids... + our Planet đ
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Sustainability is becoming more than just a buzzwordâit's a real movement in our industry. The Spielwarenmesse showcased a major "Toys Go Green" section, featured keynote talks on sustainability, and highlighted innovative, paper-only packaging solutions.
4. In Touch with Our Feelings đ
In the U.S. market, MESH (Mental-Emotional-Social-Health) toys are gaining traction. While the term isn't widely used globally (likely due to language differences), I saw more and more products designed to help kids express their emotions in a healthy way.
5. The Power of Play đ
This last takeaway isn't a specific trend but may be the one I feel most deeply.
I just spent five days surrounded by tens of thousands of people and who-knows-how-many millions of toysâfrom balloons to teddy bears, pool toys to Parcheesiâand the vast majority had nothing to do with screens or digital environments.
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Old-fashioned, hands-on play is alive and well, and it will continue to be a driving force in our industry. Kids are kids, no matter where they live. As both Maria Montessori and Mister Rogers said, "Play is the work of childhood."
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We hope to see you at our next stop on the toy trade fair circuit at Toy Fair New York in March!
Playfully Yours!Â
Ryan
