Spielwarenmesse 2026：全球玩具創新與趨勢
Spielwarenmesse(紐倫堡玩具展)作為全球最大B2B玩具展會，今年將於2026年1月27日至31日在德國紐倫堡舉行，迎來第75屆盛典。展會規模持續擴大，2025年有2,362間展商，來自71個國家，82%為國際展商。專業買家及觀眾高達57,500人，橫跨126國，65%係來自海外市場。這不僅反映出歐洲—更是全球玩具業界的中心樞紐 。
香港參展表現：創新高、超疫前水平
早於Spielwarenmesse成立之初，香港展商已經率先在會場外搭帳篷「另類參展」，至2025年，香港參展商高達170間，創歷史新高，明顯高於疫情前水平，展示香港於全球玩具供應鏈、品牌授權及跨界設計的持續影響力。香港公司不僅以OEM、ODM身份參加，也積極加入設計師、自主IP、品牌授權等新領域 。
75週年主題：「Spirit of Play」與文化策展
今年主題聚焦「Spirit of Play」——強調玩具不僅是商品，更是文化資產。展覽專區（如ToyTrends、ToyAward、New Product Gallery與License Lounge）更突出行業創新、可持續發展及社會責任。城市中心亦有燈光裝置和互動活動，營造紐倫堡作為玩具文化之都的氛圍 。Spielwarenmesse執行董事會成員兼發言人Christian Ulrich指出，因為疫情兩年只有線上展，因此2026年才是75周年。
Christian續指，2025年展會桌遊Board Game相關展商增長最高，除了歐美外，南美及非洲均在成長中。2025–2026 Spielwarenmesse Dialogue中公佈的數據更透露Card Game、Action Figure將持續成為增長重點。
2026三大ToyTrends：未來玩具產業路徑
- AI Loves to Play：
玩具融入AI技術（語音、影像識別、互動學習），讓遊戲體驗更智能、更個性化。 - Creative Mindfulness：
手工藝、感官藝術及創作型DIY盛行，產品結合情緒教育與生活美學。 - Kidults（成年玩家）：
成人消費市場急速成長，2024歐洲銷售額達46億歐元、佔36%。復刻玩具、桌遊、收藏與動漫IP尤為熱賣 。
展會服務及數碼優化
Spielwarenmesse除實體展外，全面推行數碼平台（Spielwarenmesse Digital App）及LeadScan服務，支援展商和買家資訊管理、洽談配對。StartupArea協助初創品牌出道，License Lounge串連授權/IP生態圈。買家可預先組團報名、享本地語言支援 。
對香港/亞洲參與者的啟示
- 對接全球買家、同台競逐，香港品牌需強化故事內容、設計價值及國際溝通力。
- 可持續、AI、數碼化及授權策略成為「必選題」，影響曝光及分銷機會。
- 參展不止於交易，更是品牌塑造及社群營銷的重要場域。
當代玩具行業變化
展會以「部門式」劃分展示13大產品分區——STEM教育、桌遊、模型、文創設計、嬰幼兒、運動休閒等。授權（License）已成全球產品策略核心，Licensing Lounge、License Talks成為行業主流配對平台。新興運動如Pickleball、創意手作、環保及健康類玩具成為焦點。
Spielwarenmesse 2026不只是商務展，更是全球童年文化、科技創新及產業趨勢的交匯點。香港作為主要展商區，既證明本地業界的國際競爭力，也提醒品牌與設計師：唯有深度故事、持續創新及社群凝聚，才能在全球玩具舞台佔一席之地。
Spielwarenmesse 2026: A Global Window Into Toy Innovation and Trends
Spielwarenmesse, the world’s largest B2B toy fair, will be held from January 27 to 31, 2026, in Nuremberg, Germany, marking its 75th edition. The fair continues to expand in scale and impact, with 2,362 exhibitors from 71 countries in 2025, 82% of which were international. The event attracted 57,500 professional buyers and visitors from 126 countries, 65% of whom traveled from abroad. This demonstrates Nuremberg’s role not just as a European but as a global hub for the toy industry.
Hong Kong’s Participation: A Record High and Beyond Pre-Pandemic Levels
In 2025, Hong Kong was represented by 170 exhibitors, setting a new historical record and significantly surpassing pre-pandemic levels. This reflects Hong Kong’s sustained influence as a key player in global toy supply chains, brand licensing, and cross-sector design innovation. Hong Kong companies participate not only as OEMs and ODMs but are increasingly active in designer brands, independent IP, and licensing sectors.
75th Anniversary Theme: “Spirit of Play” and Cultural Curation
The 2026 theme focuses on the “Spirit of Play,” emphasizing that toys are more than commodities—they are cultural assets. Exhibition areas such as ToyTrends, ToyAward, New Product Gallery, and License Lounge highlight industry innovation, sustainability, and social responsibility. The city center itself will feature light installations and interactive activities, reinforcing Nuremberg’s reputation as the capital of toy culture.
Key Insights from Christian Ulrich, Board Spokesperson at Spielwarenmesse eG
Christian Ulrich noted that the board game segment saw the highest growth among exhibitors in 2025, not only in Europe but also in emerging markets like South America and Africa. Data revealed during the 2025–2026 Spielwarenmesse Dialogue also shows card games and action figures continuing as significant growth areas.
The Top Three Toy Trends for 2026: The Future Path for the Industry
- AI Loves to Play: Toys integrate AI technologies such as voice and image recognition and interactive learning to deliver smarter and more personalized play experiences.
- Creative Mindfulness: The rise of crafts, sensory arts, and creative DIY products that combine emotional education with lifestyle aesthetics.
- Kidults (Adult Players): The adult consumer market is rapidly expanding, with European sales reaching €4.6 billion in 2024 and accounting for 36% of consumers. Popular products include retro toys, board games, collectibles, and anime IPs.
Digital Enhancements and Expo Service Innovations
Spielwarenmesse is implementing digital platforms such as the Spielwarenmesse Digital App and LeadScan to support exhibitors and buyers with information management and meeting arrangements. The StartupArea supports emerging brands, while the License Lounge serves as a nexus for licensing and IP networks. Buyers can pre-register in groups and enjoy local language support.
Implications for Hong Kong and Asia Participants
- Hong Kong brands must strengthen storytelling, design value, and international communication to connect with global buyers.
- Sustainability, AI integration, digitalization, and licensing strategies are now essential priorities that affect exposure and distribution opportunities.
- Participation is more than transactions—it is crucial for brand building and community marketing.
Current Industry Developments
The exhibition is divided into 13 product zones, including STEM education, board games, models, creative design, infant products, and sports leisure. Licensing has become a global product strategy core, with the Licensing Lounge and License Talks established as mainstream networking platforms. Emerging trends such as Pickleball, creative crafts, and health-conscious toys command attention.
Summary
Spielwarenmesse 2026 is more than a commercial trade fair; it is a confluence of global childhood culture, technological innovation, and industry trends. Hong Kong’s prominent exhibitor presence confirms the region’s international competitiveness and reminds brands and designers that only those with deep storytelling, continuous innovation, and community cohesion can secure their place on the global toy stage.
