Nuremberg, Germany – October 05, 2026 -- Licensed toys accounted for 37% of global toy sales last year, according to market research institute Circana, a figure that anchors one of two ToyTrends identified for Spielwarenmesse 2027, set for Feb. 2-6, 2027, in Nuremberg.

Circana data shows licensed products drove more than a third of global toy revenue

The international TrendCommittee of Spielwarenmesse has flagged "License to Play" as a defining trend, noting that licensed toy worlds now originate not only from films, series and games but increasingly from memes, GIFs and viral social media clips. The committee observed that the transition from a viral hit to a full product line can occur within months. Established franchises including Pokémon, Star Wars and One Piece continue to reach children across streaming, gaming and social platforms, generating year-round purchasing occasions for retailers. The trend also covers Asian brands from the anime and K-pop sectors with global fan bases.

"Beyond Limits" trend highlights toys designed for therapeutic and rehabilitative use

The second identified trend, "Beyond Limits," focuses on the therapeutic applications of toys for people with disabilities, ADHD, dementia and Parkinson's, as well as for use in rehabilitation and home-care settings. Products featured under this trend are designed to help users maintain or develop motor and cognitive skills, with specific attention to size and tactile properties adapted for special needs. The committee also included items intended to foster shared experiences or reduce feelings of loneliness among users.

Both trends get dedicated Special areas at the Entrance Mitte during the fair

Spielwarenmesse will stage both ToyTrends at corresponding Special areas centrally located at the Entrance Mitte, offering retailers product examples to inform assortment planning for 2027. The trends will also be addressed in talks at the Toy Business Forum during the five-day event, which runs Tuesday through Saturday, Feb. 2-6, 2027.