International exhibitors enjoy success with World of Toys in Tokyo

• Shared stand was fully booked
• Registration is open for group participation in Hong Kong and New York

A foreign trade fair programme from Spielwarenmesse eG, providing a simple way of tapping into the Japanese market – that was the offer taken up by 32 exhibitors from seven countries who presented their products in the World of Toys Pavilion at the Tokyo Toy Show. The 360 m² shared stand was fully booked. The show, which took place from 29 August to 1 September and encompassed two days each for trade and consumers, is organised by the Japan Toy Association. Over the four days at the Tokyo Big Sight exhibition centre, a total of 84,411 visitors came to learn about the latest product highlights and emerging trends.

Positive evaluation of the fair

The Japanese toy market has much potential for producers. In the 2023 business year, the market exceeded the trillion yen level (approx. €6.2 bn) for the first time, reaching new record heights. The World of Toys Pavilion offered exhibitors the best opportunities for entry into this growth market. Patrick Monaco-Sorge, co-founder and CEO of Crafthub, was especially positive in his assessment of the fair: “Our expectations from participating in the fair were met in every respect. We made important contacts at the Tokyo Toy Show and gained valuable insights into the Japanese market.” Exhibitors benefited not only from the excellent location of the shared stand but also from the full-service package provided by Spielwarenmesse eG, which included a ready-built stand with all of the basic equipment, a whole host of organisational and marketing services, and personal on-site support. “The broad-ranging communication and support before and during the fair made preparation a lot easier for us and ensured that our attendance went smoothly,” commented Sami Viljanen, Export Sales Manager at Tactic Games Oy. 

Next stops: Hong Kong and New York

At the start of 2025, manufacturers will have another opportunity to present their products in the Asia-Pacific region: from 6 to 9 January, the World of Toys programme will be stopping off at the Hong Kong Toys & Games Fair. Companies can register for the shared stand in the heavily-frequented concourse of the Hong Kong Convention and Exhibition Centre at www.spielwarenmesse-eg.de/en/world-of-toys/hongkong. And just a few weeks later, the World of Toys Pavilion will be a guest in the Big Apple: after a year’s break, the Toy Fair New York takes place from 1 to 4 March at the Jacob K. Javits Convention Center. Registration for group participation in a prominent location continues to be available at www.spielwarenmesse-eg.de/en/world-of-toys/new-york.