✓ Trade show : Spielwarenmesse Nuremberg 2027, the world’s largest trade show for toys, games and childhood products
✓ Dates : from Wednesday 3 to Sunday 7 February 2027
✓ Venue : Messe Nürnberg, Messezentrum 1, 90471 Nuremberg (Germany)
✓ Edition : 78th edition (Spielwarenmesse Nuremberg has been running since 1950)
✓ Surface area : 170,000 sqm of exhibition space
✓ Exhibitors : 2,800 exhibitors expected from more than 70 countries
✓ Visitors : 62,000 buyers expected
✓ Frequency : annual
✓ Recommended stand builder : TheStandExperts for a turnkey custom exhibition stand
Spielwarenmesse Nuremberg, the world’s largest toy trade show 🌍
Spielwarenmesse Nuremberg is the world’s largest toy trade show. Founded in 1950, this annual trade show is the absolute reference event for toy manufacturers, specialist retailers, mass-market chains, e-commerce and IP licensing players. Every early February, it turns Messe Nürnberg into the world capital of toys.
The 2026 edition brought together 2,800 exhibitors from 70 countries and 62,000 buyers from 132 countries. For 2027, Spielwarenmesse is thinking even bigger, with a focus on educational toys, STEM, IP licences (Lego, Disney, Nintendo), sustainability and modern board games.
A few key figures that sum up the power of Spielwarenmesse Nuremberg:
- 2,800 exhibitors from 70+ countries
- 62,000 buyers from 132 countries
- 17 halls of Messe Nürnberg in use
- 1 million products on display, including 120,000 new releases
- Toy Awards: international toy of the year prizes
Past editions of Spielwarenmesse Nuremberg in figures:
| Edition | Year | Exhibitors | Visitors | Exhibiting countries |
|---|---|---|---|---|
| 76th edition | 2025 | 2,800 | 62,000 | 70 countries |
| 77th edition | 2026 | 2,800 | 62,000 | 70 countries |
| 78th edition (upcoming) | 2027 | 2,900+ expected | 65,000+ expected | 72+ countries |
When and where Spielwarenmesse Nuremberg 2027 will take place 📅
The 2027 edition of Spielwarenmesse will take place from Wednesday 3 to Sunday 7 February 2027 at Messe Nürnberg. The trade show occupies 17 halls covering more than 170,000 sqm.
Exact address: Messe Nürnberg, Messezentrum 1, 90471 Nuremberg (Germany).
Opening hours of Spielwarenmesse Nuremberg 2027:
| Day | Date | Hours |
|---|---|---|
| Wednesday | 3 February 2027 | 9:00 am to 6:00 pm |
| Thursday | 4 February 2027 | 9:00 am to 6:00 pm |
| Friday | 5 February 2027 | 9:00 am to 6:00 pm |
| Saturday | 6 February 2027 | 9:00 am to 6:00 pm |
| Sunday | 7 February 2027 | 9:00 am to 5:00 pm (show closes) |
Spielwarenmesse is strictly reserved for toy trade professionals: manufacturers, retailers, mass-market chains, e-commerce, importers/exporters, IP licensing players. Not open to the public.
How to get to Spielwarenmesse Nuremberg 2027 🚇
Messe Nürnberg is located in the south of Nuremberg, 5 minutes from the airport and 10 minutes from the historic centre.
By plane: Nuremberg Airport (NUE), 8 km away, 15 minutes by direct U-Bahn U2 to Messe.
By U-Bahn: line U1 to Messe (direct entrance).
By train: from Nuremberg Hauptbahnhof, 10 minutes by U-Bahn U1.
By Spielwarenmesse shuttle: shuttles from partner hotels.
By tram: line 5, Messe stop.
By car: motorway A73, Nürnberg Messe exit. 10,000 parking spaces.
The major exhibitors at Spielwarenmesse Nuremberg 🏢
Spielwarenmesse gathers the global elite of the toy industry: American, Asian and European giants, IP licensing leaders, modern board game publishers and baby brands.
Among the major recurring exhibitors at Spielwarenmesse Nuremberg, you will find in particular:
- LEGO (Denmark) · monumental stand of the world’s No. 1
- Mattel · Barbie, Hot Wheels, Fisher-Price
- Hasbro · Monopoly, Nerf, Play-Doh, Transformers
- Spin Master · Paw Patrol, Bakugan
- Ravensburger (Germany) · board games, puzzles
- Asmodee, Schmidt Spiele, Pegasus Spiele
- Playmobil, Schleich (Germany) · figurines
- Bandai Namco (Japan)
- VTech, Clementoni · educational toys
- Smoby, Vilac, Janod (France)
- Beyblade, Tomy
- China Pavilion · 400+ OEM/ODM exhibitors
- Funko, Jazwares · pop culture
The organisation by product worlds (Toys, Games, Outdoor, Baby, Crafts, Licenses) makes it easy for buyers to navigate.
The main sectors of Spielwarenmesse Nuremberg 2027:
| Sector | Examples of products and players |
|---|---|
| Toys | Traditional toys, figurines, plush toys |
| Games | Board games, educational games, card games |
| Outdoor | Children’s bikes, scooters, outdoor play |
| Baby | Early-age toys, baby care |
| Crafts | Creative hobbies, DIY, hobby |
| Licenses | Disney, Nintendo, Marvel, Pokemon |
| Educational & STEM | Educational robotics, science kits |
| Sustainability | Wooden toys, recycled materials, bio-based plastics |
Why exhibit at Spielwarenmesse Nuremberg in 2027 💡
Exhibiting at Spielwarenmesse Nuremberg means accessing the world’s biggest toy buying marketplace. Its 62,000 buyers include the world’s top 100 retailers and e-commerce players, who size their Christmas 2027 season here.
There are many good reasons to book a stand at Spielwarenmesse Nuremberg 2027:
- Meet 65,000 toy buyers from 132 countries in 5 days
- Sign seasonal contracts with retailers and mass-market chains for Christmas 2027
- Present your 120,000 new products in a world premiere
- Identify your partners for IP licences and distribution
- Win Toy Awards: 12 prestigious prizes
- Networking with buyers from Amazon, Walmart, Toys R Us, Carrefour
- Capture emerging markets: Asia, Latin America, Middle East
The Spielwarenmesse ROI is vital for toy manufacturers: the show shapes 70% of the commercial year. Facing LEGO, Mattel and Hasbro, which roll out stands of 2,000 sqm, your presence must be playful and embodied by your products.
Entrust your Spielwarenmesse Nuremberg 2027 stand to TheStandExperts
Designing a stand for Spielwarenmesse means taking on a triple challenge: creating an immersive, playful universe, showcasing 100+ products and orchestrating cross-border logistics. Our team supports you from the first sketch to the final pack-up.
Estimate your stand with TheStandExperts
Answer 8 quick questions to get a personalised estimate
See our completed stands right here
Our turnkey support:
| Stage | What we take care of |
|---|---|
| Design | Creative brief, 3D plans, choice of materials and custom scenography |
| Production | Workshop manufacturing in full compliance with the show’s regulations |
| Logistics | Transport, assembly and dismantling at Messe Nürnberg |
| On-site follow-up | A dedicated project manager present throughout the entire show |
| Dismantling | Removal and optional storage for future editions |
We design stands that do more than look good: they are built to generate business:
- Optimised product demonstration areas
- Private meeting rooms for your strategic appointments
- Product staging that showcases your innovations
- Signage readable from a distance to attract visitors
Whether you are exhibiting at Spielwarenmesse Nuremberg for the first time or are a regular at the event, we tailor our proposal to your budget, your booked surface area and your brand positioning.
FAQ · Spielwarenmesse Nuremberg 2027 ❓
When does Spielwarenmesse Nuremberg 2027 take place?
Spielwarenmesse 2027 runs from Wednesday 3 to Sunday 7 February 2027 at Messe Nürnberg.
Where is Spielwarenmesse 2027 held?
At Messe Nürnberg, Messezentrum 1, 90471 Nuremberg. U-Bahn U1 to Messe.
How many exhibitors at Spielwarenmesse 2027?
More than 2,800 exhibitors expected, from 70+ countries, across 170,000 sqm.
How many visitors at Spielwarenmesse?
62,000 to 65,000 buyers expected, from 132 countries, including the world’s top 100 retailers and e-commerce players.
How often does Spielwarenmesse take place?
Spielwarenmesse is annual, in early February, since 1950.
How do you get to Spielwarenmesse?
U-Bahn U1 to Messe. From NUE airport: 15 minutes by U-Bahn U2. From the Hauptbahnhof: 10 minutes.
Who can visit Spielwarenmesse?
A strictly trade-only show: manufacturers, retailers, mass-market chains, e-commerce, importers/exporters, IP licensing players. Not open to the public.
How much does a stand cost at Spielwarenmesse 2027?
Messe Nürnberg rates: around €280 to €420 excl. VAT per sqm. Plus €700 to €3,000 excl. VAT per sqm for design and production (toy stands demand a playful, product-driven level of finish).
Why use an exhibition stand builder for Spielwarenmesse?
A stand builder specialised in toys knows how to create a playful universe, present 100+ products in a coherent scenography and masters the Messe Nürnberg regulations.
Who are the major exhibitors at Spielwarenmesse?
LEGO, Mattel, Hasbro, Spin Master, Ravensburger, Asmodee, Schmidt Spiele, Playmobil, Schleich, Bandai Namco, VTech, Clementoni, Smoby, Funko.
