The corporate stucture of Spielwarenmesse eG

United we stand

The concept of a cooperative is to unite people who can achieve their goals more effectively together than on their own. Led by the principles of self-help, self-management and self-responsibility, 46 toy manufacturers joined forces on 11 July 1950. Together they established a cooperative charged with organising a German trade fair for toys. As a community of shared values such as solidarity, partnership, trust, fairness and responsibility, the company is run today by around 150 members.

We’re the only trade fair company to be organised in this way. Interestingly, in November 2016, the concept of the cooperative was included in UNESCO's Representative List of the Intangible Cultural Heritage of Humanity.

The executive board at Spielwarenmesse eG

Florian Hess

Member of the Executive Board

Jens Pflüger

Member of the Executive Board

Christian Ulrich

Spokesperson of the Executive Board

Supervisory Board at Spielwarenmesse eG

The members of Spielwarenmesse eG elect the supervisory board at the Annual General Meeting. The executive board reports to the ten members of the supervisory board who also authorise important company-related decisions.

Axel Kaldenhoven

CEO, Schmidt Spiele GmbH, member of the supervisory board since 2005 and Chairman of the supervisory board since 2018

[Translate to Englisch:] Aufsichtsrat Thomas Mersch

Thomas Mersch

Managing Director, Andrea Moden GmbH, member of the supervisory board since 2000 and Vice Chairman since 2002

[Translate to Englisch:] Aufsichtsrat Beate Becker

Beate Becker

Managing Director, Heless GmbH, member of the supervisory board since 2009

[Translate to Englisch:] Aufsichtsrat Paul Heinz Bruder

Paul Heinz Bruder

CEO, BRUDER Spielwaren GmbH + Co. KG, member of the supervisory board since 2010

[Translate to Englisch:] Aufsichtsrat Hans Jörg Iden

Hans Jörg Iden

Managing Partner, Iden System Großhandels GmbH, member of the supervisory board since 2016

[Translate to Englisch:] Aufsichtsrat Dr. Rainer Noch

Dr. Rainer Noch

Managing Director, NOCH GmbH & Co. KG, member of the supervisory board since 2008

Frank R. Schneider

Managing Partner, rolly toys Franz Schneider GmbH & Co. KG, member of the supervisory board since 2014

[Translate to Englisch:] Aufsichtsrat Britta Sieper

Britta Sieper

Managing Director, Sieper GmbH member of the supervisory board since 2012

[Translate to Englisch:] Aufsichtsrat Volker Sieper

Volker Sieper

Member of the supervisory board since 1982, Chairman from 2002 to 2012, honorary member of the supervisory board since 2012

[Translate to Englisch:] Aufsichtsrat Uwe Weiler

Uwe Weiler

Managing Director, SIMBA-DICKIE-GROUP GmbH, member of the supervisory board since 2013


We bring everyone into play – all around the world

Globalisation is turning the rules of play on their head. Every country works differently, fostering its own traditions and cultural identity. To communicate successfully with business partners around the world, Spielwarenmesse eG relies on professional expertise and support in its respective markets.

[Translate to Englisch:] Logo Spielwarenmesse China

Spielwarenmesse Shanghai Co., Ltd.

Dependance Spielwarenmesse Shanghai Co., Ltd. in China has been looking after the Asian market since 2010. The staff employed by the wholly owned subsidiary coordinate the marketing of the fair, the marketing services of Spielwarenmesse eG in China and the Chinese exhibitors at the Spielwarenmesse®. The subsidiary also organises the Chinese pavilion “Best of China” at the Spielwarenmesse in Nuremberg. Issac Meng heads the team in his role as General Manager.

Find out more at

[Translate to Englisch:] Logo Die roten Reiter

Die roten Reiter GmbH

Representing a new kind of advertising agency, Die roten Reiter was established as a subsidiary wholly owned by Spielwarenmesse eG on 1 April 2014. Given that Die roten Reiter is also responsible for managing the group’s brand portfolio, it has a deep understanding of the needs and requirements of companies. This set-up enables the cooperative to place the extensive communication expertise of its internal specialists at the disposal of external customers from the industry and consumer goods sectors. The team at the agency is led by Managing Director Christian Medelnik (creation) and Christian Ulrich (consultant).

Find out more at


Our contacts worldwide

A strong network of representatives in over 100 countries makes it easy for our partners to stay in contact with us all over the world.

Get to know our representatives.