The toy industry in Nuremberg contributes significantly to the local economy as every February Messe Nuremberg welcomes the Spielwarenmesse with open arms. The Nuremberg Toy Fair is a legendary trade fair within the toy industry. It’s the largest of its kind and turns Nuremberg into the toy capital of the world. The numbers say it all. The 2024 edition registered 2354 exhibitors from 68 countries, which is a 10% increase compared to 2023. Attendance numbers are even more impressive – 57,000 visitors from 125 countries. In short, the Spielwarenmesse is the place where everyone from all over the world meets. The international reach of the fair spans to all difficult-to-reach markets including New Zealand, Asia, and South America. Despite challenges posed by the pandemic, the trade fair remained a cornerstone of the industry, with 97% of exhibitors considering their participation in Nuremberg to be of utmost importance. This sentiment reflects the growing importance of the Spielwarenmesse as other regional and national toy shows adapt to changing circumstances. China, a desirable consumer market, was also well represented, which excited exhibitors to make valuable connections to retailers. The market has recovered from the pandemic and caught up to pre-pandemic levels. Its participation in the toy fair further incentivizes trade visitors to attend. Kazakhstan and Ukraine have come to the foreground, compensating for the absence of Russia. The USA, already demonstrating substantial potential in previous years, ranked among the top 10 countries for visitors. The American market leads in the volume of sales worldwide and remains a desirable, albeit highly competitive, destination for toy manufacturers. The Spielwarenmesse provides a platform for product showcases, networking opportunities and thought-provoking discussions, particularly centered around the emerging trend of Kidults. This theme, exploring the intersection of childhood nostalgia and adult interests, sparked productive conversations and inspired industry stakeholders to envision the future of play.