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  • Taiwanese Toymakers gathered at the Nuremberg Toy Fair to Celebrate the Year of the Rat

Taiwanese Toymakers gathered at the Nuremberg Toy Fair to Celebrate the Year of the Rat

Source: Taiwantrade | Updated: 14 February 2020

The 71st Nuremberg Toy Fair had a grand opening at the Nuremberg Exhibition Center in Germany on January 29, 2020. The Bureau of Foreign Trade and TAITRA jointly organized the TAIWAN Pavilion with 17 manufacturers, using 30 booths and covering an area of nearly 300 square meters, working together to expand the European market with Taiwan's high-quality image.

According to Spielwarenmesse statistics, a total of nearly 2,850 exhibitors participated in the five-day exhibition from 70 countries around the world, and nearly 80 percent were international exhibitors. A total of 71 toy manufacturers from Taiwan participated in the event this year, ranking 11th largest among participating countries in the exhibition. The innovative vitality of the Taiwanese toy industry has been demonstrated with a variety of exhibited items.

HARVARD INDUSTRIES CO., LTD., which participated in this exhibition for the first time, gained popularity in the board game market with its "Noah's Ark" board game set sold by its own Kiddy Kiddo brand. Their products succeeded in attracting buyers' attention. Its operations have expanded to the United States, China, Japan and Thailand. This time, they bring a new product called the "Jurassic" puzzle board game set, which combines cards and physical toys to test the sense of balance and stimulate brainstorming. Launching the new product can open the doors to the European toy market. On the first day, buyers from many countries came to discuss opportunities for cooperation with them.

This year, the Taiwan Pavilion also displayed a new unified image. The bright pink color was used as the main axis to show the youthful vitality of Taiwanese exhibitors. An advertising banner was set up at the entrance to the Pavilion to demonstrate Taiwan's elite manufacturing strength and foreign trade capabilities. In addition, TAITRA hired professional German interpreters to provide exhibitors with timely translation requirements on site. The Taiwan Pavilion included 17 manufacturers among them, CHIEN TI, ENTERPRISE CO., LTD., a manufacturer of electric toy cars, T. K. CHIN, an outdoor playground manufacturer, ALLIED, a baby carriage manufacturer, Gigo Toys, an electronic building block manufacturer, and others. Items on display ranged from educational toys, toy motors, playing cards and paper toys, board games, doll skeletons, and relief toys.

The Nuremberg Toy Fair is the world's best-known international toy exhibition. As in previous years, the organizer uses the entire exhibition space and covers a total area of 170,000 square meters. It is divided into 18 categories and 12 exhibit zone categories, exhibiting over 100,000 products.

In the face of increasing competition in the retail industry, the exhibition organizer invited global trend experts to give daily presentations on different topics to assist visiting buyers and exhibitors in gaining industry knowledge and exploring business opportunities. This year's Trend Gallery released three new trends in the toy industry in 2020, namely "Toys for the Future", "Digital Goes Physical" and "Be You". With the rise of international environmental awareness, the toy industry has also begun to pay attention to the use of environmentally-friendly materials and hopes to teach children the importance of a friendly environment through games. In addition, with the popularization of social media and mobile applications, the physicalization of digital content avatars has become a new choice in the toy market.

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