Spielwarenmesse eG at a glance

We are a modern service provider specialising in the organisation of trade fairs and marketing services. As one of the most successful cooperatives in Bavaria, we are the only trade-fair company of its kind.

We are passionate about trade fairs and have been so for more than 70 years. Our customers reward us for our enthusiasm by returning the Spielwarenmesse to its world-leading status in the industry, year after year. With international subsidiaries and interests in trade fairs in China and India, we connect toy markets all over the world. We rise to the challenge of reflecting entire markets in a single location and in a concentrated time frame by thinking of the industry holistically and by picking up on trends as they emerge. We attach importance to fostering close contacts with our business partners and always place customer service at the heart of everything we do.


Our diverse range of services is built on four important pillars: networking, special experiences, trends and expertise. Our exhibition programme gives our customers and partners the opportunity to experience the market vibe at first hand.


Good business thrives on personal contacts. That’s why we foster close partnerships with industry, trade and associations. Our events create invaluable and convenient hubs for entire industries and their participants, enabling them to strengthen relationships with existing business partners and to forge new contacts, all in one location. Onsite and online.

Special experiences

Every visit to a trade fair is filled with memories. Besides successful business results, special experiences are also an important part of today’s trade fairs. That is why we like to create positive and lasting memories at our events. A good range of services, a warm welcome from our mascot at the entrance or activities for visitors are just some of the ideas that turn our events into memorable experiences.


We take a targeted approach to promoting the search for trends and innovations. Working in close collaboration with our international experts, we always have our finger on the pulse of the markets, whilst turning all our fairs into ‘trend barometers’. Formats such as the New Product Gallery, the ToyAward and other Specials are perfect springboards for new products that are set to take the market by storm.


Features such as the Toy Business Forum at the Spielwarenmesseare a valuable source of relevant information and knowledge. We take knowledge transfer a step further with our newsletters, industry expertise and formats such as the Spirit of Play magazine, complementing our trade fairs with an information platform that is available all year round.

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