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TOTAL LICENSING
The Nuremberg
Toy Fair
Whilst quite a number of
trade shows have been
down in visitor levels
this year, the Nurem-
berg Toy Fair bucked the
trend and
attracted
r e c o r d
numbers of
people.
For the first
time, the show
broke the magic
very favourable com- eral market orientation still received
80,000 mark (against
pared with only 26.8 per- positive feedback from visitors – in
79,800 last year) and, in the proc-
cent of those questioned in 2005 and fact the likelihood of visitors attending
ess, increased its international ap-
30.9 percent in 2006. the fair in the future registered at an
proach. Visitors actually travelled to
In terms of overseas business, this fig- outstanding 88.5 percent.
Nuremberg from 120 countries in or-
ure grew from 47.8 percent in 2006 to For the first time this year, the show
der to see products from 2767 exhibi-
55.9 percent this year. altered its structure to bring relevant
tors. This compares with 110 coun-
As the largest toy fair in the world, the product groups closer together. In
tries last year and means that overseas
Nuremberg event once again proved terms of successful products, edu-
its position as the recognised vehicle cational toys, as one would expect,
for new products from Europe and showed strong growth whilst games,
beyond. model constructions, mechanical and
Europe, of course, tends to be a key electronic toys were also strong per-
market for the fair. For example, the formers.
share of visitors from France rose by
8 percent whilst visitors from Italy
increased by 7.4 percent. Eastern Eu-
rope, too, registered significant growth
rates with an average of 13 per cent,
headed by Russia, Romania, Hungary
visitors accounted for more than half
and the Czech Republic.
of all visitors for the first time ever.
Further afield, the number of visi-
The numbers, and generally the mood
tors from North America rose by
of exhibitors and visitors, seem to her-
6.4 per cent, (compared with 4.6
ald a positive year for the toy industry.
percent last year) and 7.0 per cent
The positive attitude of the indus-
more visitors came to Nuremberg
try was confirmed by the exhibitors’
from Asia. Exhibitors strongly con-
statements during the fair. 38.2 per
firmed this international growth.
cent of exhibitors view the sales cli-
The key criteria for visiting the fair,
mate in Germany as favourable or
such as new product sourcing or gen-
64
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