NEW YORK, Sept. [XX] — As global toy markets recover from post-pandemic fluctuations, trade shows are regaining their status as critical platforms for business expansion. With 2025 shaping up to be a pivotal year for cross-border toy trade—projected to grow 3.7% year-on-year according to Global Toy Insights—identifying high-value exhibitions has become essential for exporters seeking international growth. From industry stalwarts like Germany’s Spielwarenmesse to emerging platforms in Southeast Asia, this preview highlights key events and strategies to maximize ROI in the coming year.
Global Powerhouses: Time-Tested Exhibition Hubs
The cornerstone of any international toy exhibition strategy remains the trio of established mega-shows that attract global buyers and set industry trends.
Germany’s Spielwarenmesse, set to run from January 28 to February 2, 2025 in Nuremberg, continues to reign as the world’s largest toy trade fair. The 2024 edition welcomed over 2,800 exhibitors from 68 countries, with Asian participants increasing by 21% year-on-year—a clear indicator of its enduring appeal for East Asian exporters . “Nuremberg sets the tone for global toy trends,” notes Oliver Brandes, the fair’s director of international sales. “2025 will see expanded sections for sustainable toys and AI-integrated play products, reflecting growing consumer demand in these categories.” Chinese exhibitor Mitoys (Ningbo) exemplifies successful participation: at the 2025 show, their puzzle boxes and multi-functional game tables generated $3.2 million in preliminary orders, aided by a culturally immersive DIY red envelope printing activity that attracted over 500 business meetings .
North America’s exhibition calendar offers two complementary heavyweights. Toy Fair New York returns March 1-4, 2025, at the Jacob K. Javits Convention Center, refreshed with digital tools to enhance exhibitor visibility. Organizers provide participating companies with customizable social media kits, official hashtags like #ToyFairLife, and pre-show promotional videos to drive buyer engagement . The event’s strength lies in its diverse attendee base, including major retailers, e-commerce platforms, and specialty stores.
For exporters targeting educational and specialty markets, the American Specialty Toy Retailing Association (ASTRA) Marketplace & Academy, scheduled June 2-5, 2025 in San Antonio, Texas, is indispensable. With 3,000 attendees—primarily independent toy stores and educational buyers—the event focuses on STEAM toys, wooden products, and culturally inclusive playthings . “ASTRA attendees prioritize products with educational value and unique storytelling,” explains Lisa Guili, a veteran toy buyer. “Exhibitors who demonstrate how their toys align with childhood development milestones see the highest conversion rates.”
Emerging Frontiers: High-Growth Markets on Display
While traditional shows remain vital, emerging exhibitions in fast-growing regions offer strategic entry points into untapped markets.
Southeast Asia, already identified as a “blue ocean” for toy exports in previous analysis, now boasts its own dedicated platform: the ASEAN Toy Expo (ATE) 2025, taking place August 14-16 in Jakarta, Indonesia. Often referred to colloquially as “Diwanzhan” (Mandarin for “toy show”) among Chinese exporters, this event expects to host 350 exhibitors and 12,000 trade visitors, capitalizing on the region’s 7.3% annual toy market growth . The expo features country-specific pavilions and cultural IP matchmaking sessions, following the success of collaborations like Alpha Group’s Upin & Ipin line that generated $4.2 million in Malaysia .
Eastern Europe’s rising consumer power is showcased at the Warsaw Toy Fair (October 9-11, 2025), where attendance has grown 18% annually since 2022. Polish toy market sales reached $1.2 billion in 2023, with imported products accounting for 62% of the market—creating opportunities for cost-competitive Asian exporters.
For board game and hobby specialists, Germany’s SPIEL Essen (October 23-26, 2025) offers unparalleled access to European enthusiasts and distributors. The 2024 edition broke records with 204,000 attendees and 932 vendors presenting 1,500 new products, demonstrating strong demand for premium tabletop games across continents .
Strategic Participation: Maximizing Exposure and Conversions
Success at international toy fairs requires meticulous planning tailored to each event’s unique dynamics.
Pre-Show Preparation: Smart exhibitors begin digital engagement 8-12 weeks before events. Leverage official show platforms—like Toy Fair New York’s marketing toolkit—to create pre-event buzz through teaser videos and appointment booking links . “We started promoting our Nuremberg booth on LinkedIn three months prior, resulting in 47 pre-scheduled meetings,” says Shen Yingling of Mitoys, whose team also researched competitor offerings and prepared multilingual product sheets .
Booth Design and Product Curation: Tailor displays to match audience priorities—technical innovations for Nuremberg, educational credentials for ASTRA, and cultural relevance for ASEAN markets. Consider interactive elements: Auldey Toys’ Vietnam booth featured Chú Chó Đen character mascots that attracted 300+ daily visitors, translating to 100,000 unit sales post-show . Allocate 30% of display space to new products, 50% to core offerings, and 20% to market-specific adaptations.
Digital Integration: Equip booths with QR codes linking to digital catalogs and virtual demos for follow-up. Use AI-powered lead capture tools to record visitor preferences, ensuring personalized post-show communication. “We implemented a system where each scanned badge triggers an automated email with relevant product videos within 24 hours,” notes a Guangzhou-based toy exporter’s marketing director.
Post-Show Conversion: The critical 48-hour window after exibition closes requires immediate action: send personalized thank-you messages with meeting summaries, offer limited-time order incentives, and schedule follow-up calls. Mitoys’ strategy includes shipping sample products within 72 hours of Nuremberg meetings, a practice that improved their conversion rate from 12% to 27% . For emerging markets like Indonesia, include compliance documentation and tariff information to streamline buyer decision-making.
Outlook: Navigating Trends and Challenges
2025’s exhibition landscape reflects broader industry shifts toward sustainability, digital integration, and cultural specificity. Exhibitors should highlight eco-friendly materials at European shows, where 63% of buyers prioritize sustainability, while emphasizing durability and value in price-sensitive ASEAN markets.
Regulatory awareness remains crucial: prepare certification documents for ASTM (U.S.), EN71 (Europe), and SNI (Indonesia) standards to address buyer concerns upfront. “Many promising Nuremberg meetings stall due to incomplete compliance files,” warns trade consultant Mark Thompson.
As global toy trade increasingly moves online, physical exhibitions have evolved into relationship-building platforms where cultural resonance and tactile experiences create lasting impressions. For exporters willing to invest in targeted participation and localized strategies, 2025’s exhibition calendar offers pathways to diverse markets—from established Western strongholds to the booming Southeast Asian frontier.
“The most successful exhibitors treat shows as market research as much as sales opportunities,” concludes Euromonitor’s Sarah Lee. “Each interaction provides insights that shape product development and regional strategies long after the booths are dismantled.”
Post time: Sep-18-2025
