by SUE WARFIELD, President, American Specialty Toy Retailing Association (ASTRA)
Thousands of toy industry professionals from all over the world will gather in Nuremberg, Germany, for Spielwarenmesse, and the American Specialty Toy Retailing Association (ASTRA) will once again join the fun.
Whether you are a U.S. toy professional considering attending more international shows or an international toy professional looking at toy shows in North America, these key events offer many benefits and learning opportunities.
In addition to Spielwarenmesse, ASTRA attends ToyFest, Toy Fair New York, and the North East Toy Show (NETS) in meaningful ways. While many of the companies that exhibit at these venues are international, they focus on what they can offer the U.S. market to appeal to U.S. buyers. Attending international toy and gift shows can help specialty retailers, reps, and manufacturers gain new perspectives on the business of play and trigger new ideas to build their business.
ASTRA’s Marketplace & Academy welcomes international companies year after year. The event is the perfect venue for global manufacturers to get acquainted with the U.S. specialty market. Plus, our second-annual Toy Boat experience also highlights some of these vendors. With so many options on the homefront, why pay attention to shows outside the U.S.?
Through our partnership with Spielwarenmesse, ASTRA members receive free tickets to the German toy and game fair. But many retailers question, “Why should I go if many of the products are unavailable in the U.S?”
Many overseas companies view the U.S. as the prime market for expanding their brand, using other companies that have successfully broken into North America as their guiding light. Hape, Schleich, and Djeco, are just a few of these success stories. U.S. retailers attending international shows can influence companies they believe would do well with their customers.
For international manufacturers that already have a presence in the U.S., Spielwarenmesse and other shows offer a chance to connect with retailers to gain insights on which products from their full lines would be welcomed in the market.
As many trends in Europe become trends in the U.S., seeing what is offered globally can help U.S. retailers influence future product offerings.
Since the global marketplace offers alternatives to the mainline toys and games frequently seen throughout North America, specialty retailers have the chance to do what they do best: stock new and unique products.
Take Tonies, for example. Years ago, the company joined ASTRA at Spielwarenmesse and began selling its audio players and figures in specialty stores before entering the mass market.
The benefits of overseas shows aren’t just applicable to retailers. American manufacturers who attend Spielwarenmesse can access the European market to broaden their consumer base and build their brands abroad.
Thanks to modern technology, the world is truly an open marketplace, and consumers from every corner are on the hunt for new toys, the latest trends, and fun products.
Learning from others, networking, and discovering new markets are truly global opportunities offered by Spielwarenmesse and other toy trade shows.
Working with toy companies worldwide to ensure that toys are well-made, safe, and age-appropriate benefits us all. Let’s launch a global initiative to promote the importance of quality playthings, and we will reap the benefits for generations to come.
A version of this feature was originally published in The Toy Book’s 2025 International Innovation Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options.
