Keeping the relationship fresh and exciting
A six-day event packaged as a year-round highlight
The Spielwarenmesse is by far the world’s largest trade fair for toys. Its aspiration is not only to bring supply and demand together but also to shed light on market potential and to place relevant issues and emerging trends on the agendas of both trade and industry.
All trade fairs and events are faced with a classic dilemma: as soon as they close their doors, interest rapidly dwindles. So, how can an event engage its target groups all year round without being annoying?
Well before the fair opens its doors, an arc of suspense is created by gradually introducing the trends for the forthcoming year, e.g. in entertaining offbeat clips or through expert information on emerging industry trends. The key trends are slowly unveiled, until the climax is reached at the Spielwarenmesse and the trend products are finally presented at the TrendGallery.
The TrendGallery not only attracted visitors in droves, but also large numbers of photographers and camera teams, who used this inspiring backdrop to create reportages or to film interviews. The themes presented here had a lasting impact on the press agenda – key visuals were communicated, buzzwords became regular columns. After the fair, non-visitors could see what they had missed in videos and product demos. And, of course, it doesn’t end there. New forecasts and developments are communicated in newsletters and mailings until we go full circle again and the next round of trends hits the headlines.
Arrival at Nuremberg