Nursery Today magazine

Spielwarenmesse opens entry phase for ToyAwards

Judging process to include digital preliminary round
Separate category for start-ups
New closing date for entries: 23 November 2018

The ToyAwards by the Spielwarenmesse rank among the most respected accolades in the industry. As it prepares for its 70th anniversary edition from 30 January to 3 February 2019, the world’s leading toy fair in Nuremberg is making some improvements to the coveted awards. The Spielwarenmesse team is introducing an additional category and adding a digital preliminary round to the judging process.

New category for start-ups
The registration period for submitting entries to the ToyAwards begins on 15 September 2018. All companies exhibiting at the Spielwarenmesse can enter up to three product innovations in a variety of different categories. All entries are free of charge and should be registered at The four existing, age-specific groups Baby & Infant (0-3 years), PreSchool (3-6 years), SchoolKids (6-10 years) and Teenager & Adults (from 10 years) will be extended this year to include a Start-up Category. This section is open to all companies founded less than five years ago. The closing date for entries is 23 November 2018.

Digital pre-selection
In recent years, the number of entries for the ToyAwards has been reaching record levels. In 2017 alone, 397 companies sent in a total of 643 innovations. “To make it easier for exhibitors to take part in the ToyAwards, we have decided to introduce a digital preliminary round,” comments Christian Ulrich, Director Marketing for the Spielwarenmesse. All companies are initially required to submit a product description, together with photos and preferably videos in English to the ToyAwards website. Based on the descriptions, the jury of experts will shortlist the best innovations in the digital preliminary round, based on the criteria: accessibility of the product concept, fun factor, originality and potential for success at retail. The shortlisted products will then be sent to Spielwarenmesse eG. In the run-up to the Spielwarenmesse, the expert jury, comprising international trade representatives, educators, market researchers and a toy safety expert, will come together to select from all the entries three products in each of the five categories. During the final judging phase, the criteria from the digital preliminary round will be extended to include workmanship & quality as well as safety.

The 15 nominees for the ToyAwards will be revealed at the main press conference marking the 70th Spielwarenmesse on 24 January 2019. The Awards will be presented to the winners at the Opening Ceremony on 29 January 2019. More information on entering the ToyAwards can be found at

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