57th International Toy Fair
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I was staying outside of Nurnberg in a small Gasthof and Monday would be my first day at the Fair. After a few beers I was able to wash the "taste" of English food from my mouth as well as from my memory. I rented a minivan, or at least that's what they gave me and I was on my way bright and early. I was able to score a press pass thanks to the last minute efforts of the afore mentioned expat South African, I had a vendor pass tucked away just in case. The exhibition hall is quite large and is used for several international as well as national trade fairs. This was the 57th Toy Fair and is used by many toy manufacturers as a stage to announce their new toys. The other main purpose of the fair is for manufacturers and distributors to meet with their clients, toy stores as well as hobby shops. At the beginning of year train shops must order their inventory for the rest of the year with regards to new items. There's quite a rush on and it must be nerve wracking for the shops to have to guess what they will sell regarding inventory that is brand new. There is a quota system with some manufacturers I think including LGB and Marklin where you are judged on what you sold the previous year. How well you did will move you up the line in getting the new stuff. Obviously you'll still be ordering later in the year but availability on exclusive items will be at a premium and to stay in the good graces of your more demanding customers they'll expect their new toys or go somewhere else. It's hard to describe the Toy Fair as anything but huge. There must have been close to a dozen halls. I would concentrate on the model railway and hobby construction areas. All the major brands were here of course, their displays running into the millions. In fact despite the dire reports regarding the hobby in Germany this seemed where the fanciest displays were led by LGB. This year one hall was devoted entirely to official 2006 World Cup toys launched on the market by soccer's world governing body FIFA, which is expected to earn some two billion euros ($2.4 billion). I didn't want to visit this hall as I'm trying to ignore the Cup until the semi-finals so I won't get disappointed by the perennially under-achieving Dutch team. So I'll have to take their word for it. I did of course visit the halls display Model Construction / Hobbies, Model Railways & Accessories, and Mechanical & Electronic Toys. That was enough to walk myself lame after only 2 days. According to the organizers there are two product groups at the International Toy Fair in Nürnberg that are visited by almost every (male) buyer, even though he has nothing to do with them professionally: Model Railways and Model Construction. With development costs of around 1 million euros for a new locomotive this means the manufacturers are faced with enormous investment costs every year. A share of some 60 % for manual work is a burden on the production costs and leads to the situation today where even large manufacturers have an increasing number of parts or whole models produced in Asia or Eastern Europe. It also means that these people take their toys seriously. One thing I noticed was that there is a thriving market at the museum quality end of the train hobby spectrum. Manufacturers such as KISS Micro-Metakit Dingler Regner displayed models that were breathtaking. It's a good thing none of them model in N or I would have left my wallet in Germany. |
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