At this yr’s Spielwarenmesse, media consideration exploded round toys for “childults,” or adults who take pleasure in buying toys for themselves. Since 1949, the Spielwarenmesse has been held in Nuremberg, Germany, and is without doubt one of the largest worldwide commerce occasions for the toy business. Properly-established corporations and startups alike attend the truthful to share new merchandise and observe what toys are at the moment trending globally.
This yr, the occasion hosted a pattern space known as “Life’s a Playground — Toys for Kidults,” which turned a well-liked attraction for the press and attendees and acquired worldwide media promotion. Because of the consideration paid to this matter, the Spielwarenmesse plans to maintain a everlasting part close to Entrance Mitte for Toys for Kidults, highlighting merchandise that enchantment to the demographic, beginning subsequent yr. The “Toys for Kidults” interactive expertise goals to incorporate activations like a photograph spot and numerous reside actions to permit attendees to check out exhibitors’ video games and toys geared in direction of kidults.
Market analysis institutes just like the BrandTrends Group and Circana are observing a rise in curiosity in merchandise like tabletop video games, collectible toys, and artistic fantasy merchandise. The previous has accomplished a world examine that confirmed 67% of individuals from the ages of 18-65 have expressed curiosity in shopping for toys and collectibles for themselves no less than a few times a yr. Submit-Spielwarenmesse, it’s turning into extra obvious that the kidult goal group has large gross sales alternatives and merchandising potential.
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