The 2025 Nuremberg International Toy Fair (Spielwarenmesse) is gearing up to feature several new and emerging companies that are bringing fresh ideas and creativity to the toy industry. As part of the fair’s Petite Pavilion—a pilot program providing smaller, lower-cost exhibit spaces—these budding brands have a unique opportunity to showcase their products on a global stage.
1. Baby Paper
- What They Offer: Soft, crinkly toys designed to engage and soothe babies.
- Background: Inspired by a mother’s desire to entertain her children, Baby Paper’s products focus on sensory stimulation and convenience.
2. ChattySnaps
- What They Offer: Personalized snap buttons and colorful gear for kids.
- Why It’s Unique: ChattySnaps empowers children to express themselves through customizable designs—letting them wear and share their favorite sayings, emojis, or images.
3. Qubitunes
- Award Recognition: Won the ToyAward in the Startup category.
- Flagship Product: The Qubitunes Sound Box, a modular music composer for children aged 6 and above. This innovative toy encourages creativity and learning through interactive sound-making modules.
4. Abfun
- Award Recognition: Honored with a ToyAward in the Teenager & Adult category.
- Highlight Product: The Moon Acrylic Jigsaw Puzzle, featuring glow-in-the-dark pieces. Designed for ages 12 and up, it provides a challenging yet magical puzzle experience.
Most Popular Toys from Established Brands at the 2025 Fair
In addition to the exciting newcomers, several well-known toy companies are returning with updated versions of fan favorites, as well as brand-new launches. Below is a selection of the most popular offerings:
- Barbie Dream House – £150 / $259
- Barbie Mysteries: Stable Playset – £60 (SAVE £70)
- Bitzee Disney Interactive Toy – £24.50 / $24.95 (SAVE 29%)
- Little Live Pets Walking Penguin – £24.99 / $17.99 (WAS $19.99)
- Hatchimals Alive Mystery Hatch Pufficorn – £32 (SAVE 51%)
- Melissa & Doug Wooden Vending Machine Toy – £79.99 / $123.26
- Hape Marble Run Construction Toy – £58.49
- WOW! Stuff: Real FX Stitch Puppet – £79.97 (SAVE 10%) / $64.99
- Play-Doh Pizza Delivery Scooter Playset – £60 (SAVE 29%) / $76.99 (SAVE 19%)
- Fisher-Price Mix & Learn DJ Table – £54.99 / $29.49 (SAVE 34%)
- LEGO® Botanicals Pretty Pink Flower Bouquet – Price not specified
- Care Bears Sweet Serenity Bear – Price not specified
- Sesame Street Nom Nom Cookie Monster – Price not specified
- 2 in 1 Plasma Globe & Energy Stick – Price not specified
- Bullseye Board Game – Price not specified
- Sylvanian Families Skytop Fairy Castle – Price not specified
- Paw Patrol – Price not specified
- Spiderman – Price not specified
- Lilo and Stitch – Price not specified
- Despicable Me 4 Ultimate Fart Blaster – $29.99
- Hydraulic Boxing – Price not specified
This lineup features everything from classic fashion dolls to licensed character toys and creative construction sets, demonstrating the toy industry’s commitment to engaging children of all ages and interests.
Additional Notes and Industry Buzz
- Small Toy Makers: Multiple independent creators are aiming for a big break at the fair.
- Visual Merchandising Initiative: Returns to Toy Fair® 2025, helping brands showcase products in more eye-catching ways.
- Rlaarlo: Kicking off a new chapter at the fair, signaling expansions and new product lines.
- NY Toy Fair 2025: A parallel event in New York is also gaining global attention, fueling anticipation for toy trends worldwide.
