Special Area Toys meet Books: Products and expertise for booksellers
Every year, more than 3,000 booksellers wend their way to the Spielwarenmesse in Nuremberg.
To cater for this group, organiser Spielwarenmesse eG is staging Toys meet Books for the third time. When the fair opens its doors from 29 January to 2 February 2020, the improved special area will present various theme worlds whilst introducing booksellers to the potential of toys at its tried-and-trusted location. The talks have been extended and will take place from Wednesday to Saturday.
Coordinated product ideas
At Toys meet Books, exhibitors at the Spielwarenmesse have the opportunity to present their non-book ranges in a high-exposure second location in the central foyer of Entrance Mitte. Christian Ulrich, Director Marketing, explains: “Books and toys are cultural assets that complement each other perfectly at retail.” The 200m² special area gives valuable pointers to booksellers wanting to extend their basic range meaningfully and profitably. The focus will therefore be on products and on-trend items that are of particular relevance to the book trade. The “Underwater” and “Crime” features exemplify ways of presenting products in their best light.
Besides product and POS recommendations, Toys meet Books also offers opportunities to engage with colleagues and speakers. From Wednesday to Saturday, a daily programme of talks tailored specifically to the needs of booksellers will run from 10 am to 4 pm. Market Researcher Axel Dammler (Iconkids & Youth International Research) will explain how the toy market works. Markus Fels, consultant and former purchasing manager for a book wholesaler, will discuss how booksellers can tap into complementary product ranges, whilst visual merchandising expert Sabine Gauditz of Arte Perfectum will provide practical tips on creating emotive themed table presentations. During the Toys meet Books tour, she will demonstrate how the products on show can become a successful part of a coherent bookstore range. The full programme can be found on the website at www.spielwarenmesse.de/en/toysmeetbooks.
The partnerships with the Frankfurt Book Fair and book industry association Börsenverein des Deutschen Buchhandels will continue as before. Reputed German-language trade magazine “börsenblatt” (MVB) will remain the media partner for this event. Christian Ulrich concludes: “The expertise offered by Toys meet Books provides book retailers with valuable tips for a successful non-book product range and the opportunity to generate important additional sales.”