Spielwarenmesse 2027 – Nuremberg, Germany

What to expect

Spielwarenmesse 2027 is the Nuremberg International Toy Fair, the world’s largest toy trade fair and leading international trade fair for toys and entertainment products. Established in 1949 and organized by Spielwarenmesse eG, it is held annually at the beginning of the year and is the 76th edition in 2027.

Well-known brands, trendy start-ups, buyers for major chains, independent retailers and large numbers of media representatives combine to make Spielwarenmesse a unique event for all players in toys and games market. The entire toy sector gathers in Nuremberg during fair – young German brands exhibiting at dedicated pavilion, small manufacturers, toy retailers and wholesalers, as well as representatives of large and well-known companies, mail-order companies, hobby and craft shops, department stores, nursery schools, amusement parks and more.

Visitors can expect over 2,300 exhibitors and 57,000 plus trade visitors from over 120 countries in recent editions. Exhibition space is 175,000 sqm across 18 halls, with approximately 170,000 sqm in some counts. Around 2,313 exhibitors from 68 countries across roughly 175,000 sqm were recorded in 2026 edition, with 58,900 trade visitors. Ninety percent of companies plan to exhibit again, confirming global leading position and role as central meeting point for trade, industry and media where inspiration, innovation and networking come together at highest level.

Event dates

Event Name: Spielwarenmesse 2027 – Nuremberg, Germany
Official Website: https://www.spielwarenmesse.de/
Venue: Messezentrum Nürnberg, Nuremberg Exhibition Center, Messezentrum 1, 90471 Nuremberg, Germany
Event Dates: February 2–6, 2027
Schedule Note: Please note the schedule from Tuesday to Saturday, not usual Monday start
Opening Hours: Daily from 9:00 AM to 6:00 PM, last day from 9:00 AM to 5:00 PM, for exhibitors 08:00 AM to 07:00 PM
Cycle: Annual, held every February, since 1949
Edition: 76th edition
Organizer: Spielwarenmesse eG, Herderstraße 7, 90427 Nuremberg, Germany
Contact: +49 911 998130, info@spielwarenmesse.de, Press contact +49 911 99813-33
Audience: Professional visitors only, trade fair

Visiting this event? Don’t miss out on these amazing activities and local experiences while you’re here.

Venue & attraction locations

The venue for Spielwarenmesse is Messezentrum Nürnberg, Exhibition Center Nuremberg, Halls 1 to 12, plus Entrance Mitte, Entrance Ost and NCC Mitte areas. The Nuremberg Exhibition Centre offers modern halls with 175,000 sqm exhibition space across 18 halls.

Hall allocation by product groups:

• Halls 1 and Mitte, 1: Lifestyle Products, Dolls, Soft Toys
• Halls 2, 3, 3C: Baby and Infant Articles, Lifestyle Products together in Hall 3C, Wooden Toys, Toys made from natural materials and Sustainable Materials
• Halls 3A, 4, 4A, 5, 6: Technical Toys, Educational Toys, Action Toys, Electronic Toys
• Hall 7A: Model Railways and Model Construction, including TSM-Model stands
• Halls for Sports, Leisure, Outdoor, Games, Books, School Articles, Stationery, Creative Design and Festive Articles, Carnival, Fireworks

Special areas are located centrally at Entrance Mitte for ToyTrends, plus Brussels and Munich halls and foyer of NCC Mitte for Game Inventors Convention. The pioneers of model vehicle industry present in dedicated halls.

Full family programme

Full family programme at Spielwarenmesse is designed primarily for trade professionals but includes formats that inspire entire family of toy industry.

Programme includes:

• ToyTrends 2027 Special Areas: Two defining trends identified by international TrendCommittee – Beyond Limits and License to Play – experienced live at corresponding Special area centrally located at Entrance Mitte.
• TrendCommittee Presentations: Experts including Axel Dammler, Jane Wong and Philippe Guinaudeau analyse current developments and impulses, identifying themes shaping international toy community.
• Game Inventors Convention: Organized by Spielwarenmesse Group in cooperation with Bavarian Game Archive Haar, connecting game designers with publishers, editors and agencies. Expanded offering provides additional opportunities to present prototypes, exchange ideas in Brussels and Munich halls and foyer of NCC Mitte.
• RedNight and ToyNight: From 6 pm, exhibitors invite visitors to join at stands in various halls for relaxed RedNight with drink, culinary highlights and good music while fostering contacts. Exclusive ToyNight on first day brings all exhibitors together under motto Welcome to the Future, honoring 15 exhibitors present from very beginning.
• Exhibitors on Stage: Making of noinoi – development of AI audio game console using Design Thinking method, plus Emerging Trends and Technologies sessions.

Main attractions & entertainment

Main attractions and entertainment at Spielwarenmesse focus on innovation and networking formats.

Attractions include:

• ToyTrends Showcase: Central location at Entrance Mitte allows extraordinary opportunity to gain attention for trend products, perfectly presenting products that reflect Beyond Limits therapeutic play and License to Play licensed hits.
• Licensing Highlights: Discover licensed toys for fans of classics and viral newcomers, with diverse world of licensed toys driving industry.
• Sustainable Materials Displays: Done by Deer and Flow Amsterdam in Baby and Infant, Robosen in Electronic Toys, Boland grouped under Festive categories.
• Live Demonstrations: Greater variety of exhibits and live demonstrations thanks to increased average area, visitors can experience snow for first time in some editions and see illuminations of Imperial Castle and Frauentor as part of ToyCity Nuremberg involvement.
• Spielwarenmesse Digital: Multifunctional platform providing year-round coverage of themes, analyses and insights plus e-journal Spirit of Play.

Kids’ activities & experiences

While Spielwarenmesse is professional visitors only and only industry professionals over age 16 can visit main fair, special formats cater to younger audience and family involvement.

Kids-related activities:

• Open Day for Public: Held on Saturday with access to hall 7A via Entrance Ost, allowing public to experience model vehicles and toys. Kids must be 6 years old to be able to visit, with free entrance for ages 6 to 17 and paid entry for 18 and above.
• Baby and Infant Articles Area: Redesign and extension of offerings in area of baby and infant articles provides buyers ideal platform for gaining inspiration and extending range according to customers needs, focusing on safe and developmental toys.
• Wooden Toys and Sustainable Materials: Toys made from natural materials in Halls 3 and 3A offer tactile, eco-friendly experiences for young children.
• Games Café: Meeting point where game designers get together, allowing testing of prototypes suitable for family play.
• ToyCity Nuremberg: City-wide programme involving illuminations and family-friendly installations outside fairground.

Shows, performances & activities schedule

Shows, performances and activities schedule at Spielwarenmesse spans five days with daily informal sessions.

• Daily informal sessions: Between 12 pm and 4 pm in informal sessions based on unifying subject areas, allowing participants to get together for topic-specific networking.
• Exhibitors on Stage: Scheduled presentations from 10:45 AM onwards on topics like development of AI audio game console.
• RedNight: Evening event starting 6 pm on third day across various halls with drinks, culinary highlights and music.
• ToyNight: First day evening exclusive gathering of all exhibitors.
• Game Inventors Convention: Held on Friday, exclusive meeting point for global gaming community with prototype presentations.

Opening hours are daily from 9 am to 6 pm, last day from 9 am to 5 pm, with exhibitors access from 8 am.

Ticket types

Ticket types for Spielwarenmesse are available online only, with professional visitor restriction.

Based on official listings, tickets and exhibiting costs at Spielwarenmesse 2025 were single-day ticket EUR 35 and ticket for entire fair EUR 45. Other listings show 25 Euro variant. Converted to USD, pricing is as follows.

• Single-Day Ticket Trade Visitor: USD 38.00. Based on EUR 35.00, valid for one day entry to all halls. Bookable online until 2 pm day before travel.
• Ticket for Entire Fair 5 Days: USD 49.00. Based on EUR 45.00 for full duration.
• Day Ticket Economy Listing: USD 27.00. Based on EUR 25.00 alternative listing.
• Game Inventors Convention Participation Package 1: USD 141.00. Based on EUR 130 plus VAT for 1 person, 1 presentation table 150x60cm with chairs, Wi-Fi, listing on website and in Game Inventors Guide PDF and participation in GamingHour networking party.
• Participation Package 2: USD 163.00. Based on EUR 150 plus VAT for 2 persons, 1 presentation table.
• Open Day Public Ticket: USD 6.50. Based on EUR 6.00 for adults 18 and above, free entrance for ages 6 to 17, kids must be 6 years old minimum. Valid for access to hall 7A via Entrance Ost on Saturday open day.

Cost of registering as exhibitor is EUR 400 plus EUR 570 per sqm for Best of China Pavilion, converted to USD 435.00 and USD 619.00 respectively.

Family & VIP packages

Family and VIP packages at Spielwarenmesse cater to trade professionals and special interest groups.

Packages include:

• Exhibitor VIP packages: High visibility bundles including newsletter banner, social media post, image video in header of company profile, display in exhibitor list with tile size large, indoor banner and logo on visitor tickets when redeeming voucher codes, priced at EUR 4,900 converted to USD 5,324.00.
• ToyNight and RedNight access: Included in exhibitor and full fair tickets, offering evening networking with culinary highlights.
• Family-friendly Open Day package: Allows families to visit Hall 7A together with free entry for children and reduced adult price, providing access to model railways and sustainable toys.
• Sustainable travel package: Exclusive DB event tickets for visitors travelling by train, plus single ticket costing 35 Euro for bus from Munich Airport to fairgrounds and back, valid per journey either Munich Airport to Nuremberg Messe or reverse, purchase contract immediate upon clicking Buy etickets.

Age & height requirements

Age and height requirements for Spielwarenmesse are strictly enforced to maintain trade nature.

• Main fair: Only industry professionals over age 16 can visit fair. Proof of industry affiliation required at registration, with trade visitor verification via company documentation.
• Open Day for public: Kids must be 6 years old to be able to visit. Ages 6 to 17 free entrance, 18 and above paid ticket. No height restrictions but strollers allowed only in designated halls.
• Game Inventors Convention: Open to registered game designers, publishers and editors, no specific age limit but professional focus.

Children under 6 are not permitted even on Open Day due to safety regulations in exhibition halls with model vehicles and small parts.

Event rules & safety

Event rules and safety for Spielwarenmesse ensure professional environment and safe handling of toys and machinery.

Rules include:

• Professional visitors only: Tickets available online only, verification required, audience professional visitors only.
• Exhibitor rules: Rear walls and partition walls must comply with Rules for Exhibitors 2027 supplementing Best of China Pavilion rules, standard labelling of stand required.
• Bus transport conditions: Upon ordering eticket, purchase contract between Spielwarenmesse eG and passenger comes into effect immediately, fare per journey EUR 35.00.
• Security: Security offices at entrances, first-aid stations in all halls, compliance with German trade fair regulations, image material available at media portal.
• Protected mark: Since 2013, term Spielwarenmesse has been protected word mark in Germany.

How to get there

Messezentrum Nürnberg is centrally located and easily accessible.

By train: Nuremberg Exhibition Centre served by underground line U1 to Messe station. Nuremberg main station offers connections to high-speed trains. Exclusive DB event tickets offered for sustainable travel option.

By car: Exhibition centre located at Messezentrum 1, 90471 Nuremberg, directly accessible from highway A73 and A6, parking garages with 14,000 spaces.

By airplane: Munich Airport approx 170 km, with Spielwarenmesse bus service costing 35 Euro per journey between Munich Airport and fairgrounds, bookable until 2 pm day before travel. Nuremberg Airport approx 8 km with bus connection.

By public transport: Bus lines 52 and N4 to Exhibition Centre, tram lines for city access.

Public transport & parking

Public transport and parking at Nuremberg Exhibition Centre are well organized.

Public transport:

• Underground: Line U1 to Messe station directly at Entrance Mitte.
• Bus: Lines 52 and N4, plus special fair shuttle during event.
• Train: Nuremberg main station with regional and high-speed connections, plus DB event ticket offering sustainable option.

Parking: Multi-storey car parks with 14,000 spaces around Messezentrum, limited capacity during peak days. Park and Ride facilities at city outskirts with direct underground connection. Exhibitor logistics via separate truck entrance with time-slot management.

Spielwarenmesse bus to Munich Airport requires eticket booking online, fare 35 Euro per journey.

Family-friendly accommodation

Family-friendly accommodation around Nuremberg offers options for trade visitors traveling with families for Open Day.

Recommended areas:

• Messe vicinity: Directly adjacent to Exhibition Centre, 5 to 15 minutes walk to Entrance Mitte, business hotels ideal for early exhibitor access.
• Old Town / Altstadt: Historic center with Imperial Castle, Frauentor illuminations during ToyCity programme, 10 minutes via U1.
• Airport area Nuremberg: Convenient for international travelers with bus connection.
• Erlangen and Fürth: Nearby cities with family hotels and quieter environment.

Early booking via official hotel booking portal is recommended as fair attracts about 58,900 trade visitors and hotels fill quickly.

Food & refreshments

Food and refreshments at Nuremberg Exhibition Centre include diverse gastronomy options.

Food court areas, cafes and lounge areas provide quick meals, healthy options and coffee lounges for business meetings. Wide aisles and light-flooded passages provide better navigation between halls.

During RedNight, exhibitors provide delicious drinks, culinary highlights and good music at stands in various halls. For Open Day, family-friendly food options available in Hall 7A.

Nearby Nuremberg offers traditional Franconian cuisine, bratwurst, gingerbread and international options catering to exhibitors from 68 countries.

Accessibility & family facilities

Accessibility and family facilities at Messezentrum Nürnberg are fully accessible.

Venue offers step-free access to Halls 1 to 12 via lifts and ramps, accessible toilets on all levels, reserved parking close to entrances and wheelchair rental on request. For visitors with hearing or visual impairments, guided tours and assistance services can be requested via info@spielwarenmesse.de.

Family facilities include stroller parking, family restrooms and baby changing facilities in Hall 3C near Baby and Infant Articles, plus quiet zones for families during Open Day. Assistance dogs permitted.

Best activities for different ages

Best activities for different ages at Spielwarenmesse focus on product groups matching developmental stages.

• Babies and toddlers 0 to 3: Baby and Infant Articles in Halls 2 and 3, lifestyle products in Mitte, 1, soft toys in Hall 1, sustainable wooden toys in Hall 3A for safe tactile play.
• Kids 4 to 8: Wooden Toys, Toys made from natural materials in 3, 3A, School Articles, Stationery, Creative Design in Hall 4, Dolls and Soft Toys in Hall 1.
• Kids 9 to 12: Technical Toys, Educational Toys, Action Toys in Halls 4, 4A, 5, 6, Electronic Toys in 4A, Games, Books and Model Construction.
• Teens and adults: Electronic Toys, Model Railways and Model Construction in Hall 7A, Sports, Leisure, Outdoor items, plus licensing highlights for fans of classics and viral newcomers.
• Therapeutic play Beyond Limits: Toys with therapeutic added value for all ages, supporting diverse needs and inclusive play.

Previous year’s highlights

Previous year’s highlights show Spielwarenmesse strengthens its global leadership with anniversary boost. Participants experienced snow for first time in recent edition, with high exhibitor satisfaction reflected in figures: 90 percent of companies plan to exhibit again.

The event featured nearly 40,000 trade visitors from 133 countries and 1,307 exhibitors in some counts, with 2,300 companies and 57,000 trade visitors in other counts, across 175,000 sqm. Product groups included Lifestyle products, Dolls, Soft Toys, Baby and Infant Articles, Wooden Toys, School Articles, Stationery, Technical and Educational Toys, Electronic Toys, Model Construction, Sports, Leisure, Outdoor, Festive Articles.

TrendCommittee selections showcased in Nuremberg with themes such as Emerging Trends and Technologies and Discover ToyTrends. The entire toy sector gathered with young German brands at dedicated pavilion, small manufacturers, toy retailers and wholesalers, representatives of large companies, mail-order companies, hobby shops, department stores, nursery schools, amusement parks.

ToyCity Nuremberg involved anniversary celebrations with illuminations of Imperial Castle and Frauentor, plus exclusive ToyNight and RedNight networking formats.

Official tickets

Official tickets for Spielwarenmesse are only available via official website https://www.spielwarenmesse.de/ and ticket shop linked there. Tickets available online only, with industry professionals over age 16 verification.

Process includes buying ticket online, redeeming voucher code and accessing digital hall plan via Spielwarenmesse account. Tickets include access to digital platform Spielwarenmesse Digital and e-journal Spirit of Play.

For bus transport, single ticket costs 35 Euro bookable online at spielwarenmesse.de/en/bus until 2 pm day before travel, with DB event tickets for sustainable travel.

For support contact +49 911 998130 or info@spielwarenmesse.de. Subscribe for newsletter to receive updates about exhibitors and program.