World of Toys Pavilion: international exhibitors make their mark at the Tokyo Toy Show

A springboard for export-oriented toy manufacturers: The World of Toys Pavilion by Spielwarenmesse eG at the Tokyo Toy Show once again enabled international companies to enter the attractive Japanese toy market. 27 exhibitors from six countries presented their products and established new business contacts. The organiser of the trade fair is the Japan Toy Association. The show took place from 28 to 31 August and encompassed two days each for trade visitors and consumers.

The companies were extremely pleased with their participation in the 315 m² pavilion in the Tokyo Big Sight Exhibition Center. Ara Davtian from Craft Hub drew a highly positive conclusion: “We established quite a number of promising contacts with retailers, distributors, and potential partners not only from Japan but also from other Asian markets. Overall, the fair was a success for us and a strong step forward in our expansion across Asia.” The comprehensive service package offered by Spielwarenmesse eG was also widely praised. “The team made it easy for us to focus on our goals, thanks to strong communication from application to execution, a great booth location, and excellent on-site support,” emphasised Andrew Mancus from Zuru. In addition to personal support, exhibitors also benefited from a turn key booth including basic equipment as well as numerous organisational and marketing services.

The international trade fair programme of Spielwarenmesse eG will continue in 2026. From 12 to 15 January, it will offer manufacturers the opportunity to exhibit at the Hong Kong Toys & Games Fair. Interested companies can secure a place at the World of Toys Pavilion via www.spielwarenmesse-eg.de/en/world-of-toys/hongkong. Registration is also open for the prominently located shared stand at Toy Fair New York, which takes place in mid-February. Companies can register at www.spielwarenmesse-eg.de/en/world-of-toys/new-york.