「在人工智能加持下，產品周期由以往18個月縮短至最少兩個月。」Spielwarenmesse eG執行董事Florian Hess於今日舉行的2024-2025 Spielwarenmesse Dialogue中表示，儘管人工智能有助於產品設計及生產管理，但因為歐洲對數據、私隱的保護，人工智能相關玩具發展滯後。

人工智能雖然未見於產品上，但在玩具開發及設計卻佔重要位置，第74屆紐倫堡玩具展(Spielwarenmesse)是全球展商的終極目標，不少車仔品牌亦有參與，Spielwarenmesse 2024便有來自68個國家及地區、2,354間供應商，包括大牌如LEGO、Mattel、TOMY、Simba Dickie Group、Siku等等都有參展。現場除了可以接觸歐美買家外，更多的品牌方、授權方如車廠等都會在場，洽談合作外亦會巡視有沒有侵權產品出現。Spielwarenmesse 2025將於2025年1月28日至2月1日舉行，展會將設13個類別共18個展館，重點包括Toys for Kidults、Toys go Green等主題，另有不同活動舉行，與模型車相關的Model Car Hall of Fame亦將會展會中舉行，現時仍然接受提名，未知鹿死誰手。

活動中，Circana也發佈了《Global Toy Market Overview》玩具行業報告，負責人Frederique Tutt指出全球玩具市場市值達1,090億美元，然而2024年頭五個月數字下跌1.2%，玩具購買力亦因通脹而削弱，報告以每個10歲以下兒童計算，北美地區的平均消費為373美元，亞洲區僅為34美元，平均數值為60美元。墨西哥、荷蘭、法國出現增長，美國數據持平。報告指出建設類玩具如LEGO增長最快，Tarmac Cards所屬的收藏卡排行第二。最暢銷品牌依次為精靈寶可夢、Squishmallows、漫威、星球大戰和LEGO。受新戲發行減少、二手市場興起、出生率下降影響，玩具業面臨一定挑戰，然而12歲以上消費者及55歲以上購買者增長、高收入家庭則為業界帶來機遇。

儘管未有單獨關於模型車市場的獨立數據發表，然而Florian同意行業增長快速，「不只是幾蚊美金的玩具車仔。」香港不少品牌亦都已經為展會摩拳擦掌。他們亦宣佈會與當地酒店合作提供折扣，紐倫堡玩具展限定版，唔知有無人會飛去買呢？

Top Story – Spielwarenmesse 2025

“Thanks to the power of AI, product cycles have shortened from the usual 18 months to as little as two months,” said Florian Hess, Executive Board Member at Spielwarenmesse eG, during today’s 2024-2025 Spielwarenmesse Dialogue. Despite AI’s contribution to product design and production management, AI-related toy development has lagged behind due to Europe’s strict data and privacy protection regulations.

While AI may not yet be widely visible in the final products, it plays a crucial role in toy development and design. The 74th Spielwarenmesse remains the ultimate destination for global exhibitors, with several model car brands also participating. Spielwarenmesse 2024 saw 2,354 suppliers from 68 countries and regions, including major names like LEGO, Mattel, TOMY, Simba Dickie Group, and Siku. In addition to connecting with buyers from Europe and the US, more brands and licensors, such as car manufacturers, will be present to discuss collaborations and monitor for potential infringements. Spielwarenmesse 2025 will take place from January 28 to February 1, 2025, featuring 18 halls covering 13 product categories. Key themes include “Toys for Kidults” and “Toys go Green.” A variety of events will also be held, including the Model Car Hall of Fame, which is still accepting nominations—who will emerge as the winner remains to be seen.

At the event, Circana also released its Global Toy Market Overview report. Frederique Tutt, the responsible analyst, noted that the global toy market is valued at $109 billion. However, the first five months of 2024 saw a 1.2% decline, with inflation weakening consumer purchasing power. The report revealed that, on average, North American consumers spend $373 per child under 10, while in Asia, the figure is just $34, with the global average being $60. Mexico, the Netherlands, and France showed growth, while the U.S. market remained stable. The report highlighted that construction toys like LEGO showed the fastest growth, with collectible cards, such as those from Tarmac Cards, ranking second. Top-selling brands included Pokémon, Squishmallows, Marvel, Star Wars, and LEGO. The toy industry faces certain challenges, including fewer new film releases, the rise of the second-hand market, and declining birth rates. However, there are opportunities in the growing consumer segments of those aged 12 and above, buyers aged 55 and older, and high-income households.

Although no specific data on the model car market was released, Florian agreed that the sector is growing rapidly, remarking, “It’s not just about a few bucks for toy cars anymore.” Many Hong Kong brands are already gearing up for the fair. It was also announced that partnerships with local hotels will offer discounts for attendees.