Nuremberg Toy Fair Opens with Strategic Focus on Adult Audience

In France, one retail chain has already begun experimenting with stores that are not intended for children at all.

A Lego set costing nearly 1,000 euros or board games with rulebooks as thick as novels—these products are clearly not designed for children. The toy industry has discovered a new category of customers. Christian Ulrich, a board member of the Spielwarenmesse (Nuremberg Toy Fair), noted: “In many markets, adult fans already account for 30 percent of turnover.” Furthermore, growth rates in this segment have proven to be higher than in any other industry niche.

Toys for teenagers and adults have once again become the central theme of the specialized fair in Nuremberg, which opened its doors today. Ulrich attributed the boom in adult-oriented products to the complex political and economic climate. Consumers are foregoing major purchases or expensive vacations but are treating themselves to small rewards instead. Board games and collectible assembly figures are in particularly high demand.

According to Ulrich, this trend is now visible not only on shelves but in the retail structure itself. The new audience is no longer being reached solely through classic toy stores. The first chains, such as the French company King Jouet, have emerged, creating separate branches exclusively for adult buyers.

Axel Kaldenhoven, Managing Director of Schmidt Spiele, emphasized: “Buyers are looking for a counterbalance to the digital world. Additionally, many adults consciously turn to positive childhood memories, and heroes from series or films are finding their way into their living rooms.” Kaldenhoven illustrated the significance of adults as a target group using puzzles as an example: last year, this segment grew by 19 percent, far exceeding average figures. Adult-oriented sets were the primary driving force behind this growth.

It all started with a birthday gift, and today, even the flowers in the living room are assembled from Lego bricks. Verena Töpper’s personal consumer story is titled My Life, Rich in Stones.

Source: dpa