Spielwarenmesse successful in Tokyo with World of Toys

Opening up new markets, making contacts, gaining visibility: this is exactly what the World of Toys Pavilion by Spielwarenmesse Group once again enabled this year at the Tokyo Toy Show. Thirteen exhibitors from five countries took the opportunity to present themselves and their products to the Japanese market. Alongside returning participants from the previous year, there were new faces too – including, for the first time, an exhibitor from South Africa. Organised by the Japan Toy Association, the fair took place from 27 to 30 August at Tokyo Big Sight – with two days each for trade visitors and consumers. In total, around 77,000 people – including just under 17,000 trade visitors – explored current product trends and new products from around the world.

The strong response on site is also reflected in the exhibitors’ feedback. For Daniel Sutcliffe of The Bean People from South Africa, participation certainly paid off: “We were able to get great exposure and the World of Toys Pavilion definitely helped us to stand out at this loud and energetic show. What’s more, the support we received from the Spielwarenmesse Team was superb!” A similar view is shared by Andrew Mancus of ZURU, who took part again – he too praised the clear communication and excellent support. Beyond this, exhibitors benefit from a full-service package that covers everything from organising the stand to connecting them with competent local service partners.

At the start of 2027, the Spielwarenmesse Group will continue its international trade fair programme in Hong Kong: from 11 to 14 January, the World of Toys Pavilion will stop at the Hong Kong Toys & Games Fair. Registration is open at www.spielwarenmesse-group.com/en/world-of-toys/hongkong. Toy Fair New York follows from 20 to 23 February – registration for the joint stand is already underway here as well. All information can be found at www.spielwarenmesse-group.com/en/world-of-toys/new-york.