The 75th edition of Spielwarenmesse, the world’s largest toy trade fair, underlined the growing commercial importance of classic TV and cartoon characters, alongside the continuing retro trend and rising demand for games for adults.
Held in Nuremberg, Germany, from 27 to 31 January 2026, the anniversary show positioned the so-called ‘kidults’ as a core target group rather than a niche segment and a key growth driver for the industry in a challenging and uncertain economic climate. The dedicated ‘toys for kidults’ special, centrally located at the main entrance, provided a focused showcase for the segment. The area combined hands-on product demonstrations with merchandising concepts aimed at specialist and mass-market retailers.
Retro gaming attracted strong interest. Manufacturers such as My Arcade and Quarter Arcades presented fully playable arcade machines in multiple formats, featuring classic titles from the 1980s and 1990s. These products are increasingly positioned as lifestyle and collector items, reflecting demand from adults seeking authentic experiences linked to familiar games and original hardware designs.
Technology-led play concepts were also on show, from 3D printers for children to the debut of ‘noinoi’, an AI-based interactive audio game console for children from TechniSat. The German manufacturer, known for its DTH satellite equipment and DAB+ radio receivers, highlighted with this new product how digital innovation and character-driven storytelling are increasingly converging.
The persisting industry importance of well-known TV, cartoon and gaming characters was evident across the exhibition. Global franchises from major brand owners such as Disney, Mattel and Warner Bros. featured on products at a large number of stands, making a clear statement: Products change, but globally recognisable intellectual properties (IPs) with cross-generational appeal remain a stable commercial foundation.
Alongside these classics, newer screen-based properties were also gaining visibility. Characters linked to recent streaming successes, including Netflix’s KPop Demon Hunters, illustrated how contemporary TV and animation IP is increasingly feeding into the toy and games ecosystem, extending the licensed character strategy beyond traditional broadcasters and studios.
With 2,313 exhibitors from 68 countries and close to 59,000 trade visitors from 121 nations, the 75th Spielwarenmesse reinforced its position as the leading global industry platform. The prominence of licensed franchises, retro concepts and adult-focused games reflected a market shift in which nostalgia and familiar faces are key growth drivers.
