In short
Spielwarenmesse is the toy trade's main fair, and it is for buyers, not children. A stand must show the range with clear ages, prices and retail formats, and let buyers play with new items. Protect unreleased products, as copying is a real concern for the trade. Start a custom stand about 6–9 months ahead and confirm dates, height limits and rules in the exhibitor manual.
Key points
- Where and when: Nuremberg, annual in Nuremberg, usually early in the year.
- The audience is mostly toy retailers.
- Clear range display.
- Space to play.
- Plan a custom stand about 6–9 months before the show.
Spielwarenmesse for exhibitors
Retail buyers, licensors and manufacturers meet to plan the year ahead. The fair is trade-only, and many stands are closed or partly closed to protect new lines.
| Spielwarenmesse | |
|---|---|
| City | Nuremberg |
| Venue | NürnbergMesse |
| Sector | Toys and games |
| Cycle | Annual in Nuremberg, usually early in the year |
| Main stand activity | Product display and orders |
| Custom stand lead time | 6–9 months |
Who you are designing for
Toy retailers, wholesalers, licensors and manufacturers.
What matters most on a Spielwarenmesse stand:
- Clear range display.
- Space to play.
- Protected areas for unreleased products.
- Retail packaging on show.
Layouts for product display and orders, by stand type
Most Spielwarenmesse exhibitors build around product display and orders. How that works depends on how many sides of your plot are open. If you are unsure which type you have, see exhibition stand types.
| Stand type | Open sides | What works |
|---|---|---|
| Row (inline) | 1 | A shop-like display wall with a counter for orders, leaving the floor clear to browse. |
| Island | 4 | A gallery route around a central feature, with order desks and buyer seating along one side. |
Stand ideas for Spielwarenmesse
- A shelf-ready display for each retailer type.
- A play table for buyers.
- A controlled showroom for next season's range.
Planning, approvals and logistics
Bring products in retail packaging, and arrange secure overnight storage for samples.
Allow about 6–9 months for a custom stand. The exhibitor manual sets height limits, open-side rules and service deadlines; see venue approval and technical drawings.
Where the budget goes at Spielwarenmesse
A closed showroom costs floor but protects new products. Pay for secure storage and buyer hospitality first.
Mistakes we see at Spielwarenmesse
- Leaving unreleased items in open view.
- Designing for children when the audience is buyers.
An example Spielwarenmesse brief
A 9 × 6 m stand with a shelf-ready range wall, a play table and a closed showroom for next season's lines.
Replace the size and the zones with your own. The plot and height limit come from your contract and the exhibitor manual.
Try your Spielwarenmesse layout in 3D
ExhibitionBase Studio turns your plot size, open sides and a brief about product display and orders into an editable 3D stand for 5 credits, renders it and exports a plan for your builder. New workspaces get 5 free credits.
Frequently asked questions
01Is Spielwarenmesse open to the public?
It is a trade fair. Check the organiser's admission rules.
02How do I protect new products?
Use a closed room or appointment-only area for unreleased lines.
03How early should I start designing a Spielwarenmesse stand?
For a custom stand, about 6–9 months ahead: long enough for design, organiser approval, production and shipping. Shell scheme stands can be planned in weeks.
04Can I reuse my Spielwarenmesse stand at other shows?
Often, if it is modular. Design the core (walls, counters, product display and orders area) to work on several plot sizes, and swap graphics per show. See [modular vs custom stands](/guides/modular-vs-custom-exhibition-stands).
Put it into practice
From a client brief to a 3D stand concept in minutes
An editable 3D exhibition stand concept from a written brief and the brand's website, at your exact size.
Guidance here reflects common practice. Venues, organisers and countries set their own rules: always check the exhibitor manual and work with a qualified stand builder and engineer for structures.
