Spielwarenmesse 2026

Spielwarenmesse – Celebrate the Spirit of Play with us! The world's largest toy fair celebrates its 75th edition. Experience five days full of innovations, trends and the unique toy community from 27 – 31 January 2026.

Session title: Cute economy – Kidults going gaga over blind box and plush

Session description: The "cute economy" is booming, and kidults are taking center stage. This session looks at how adults are driving demand for blind box collectible figures and plush toys and turning nostalgia into a business. We'll analyze why this target group is so valuable, how brands like PopMart are capturing the hearts and wallets of kidults, and take a look at risks like saturation, novelty fatigue and regulatory issues.

Date and time of the Euromonitor session: 30 January 2026, 14:00–14:30 CET

Name and title of Euromonitor speaker: Ratna Sita Handayani – Head of Research (DACH)