Current atmosphere within the global toy industry

Exhibitors survey 2020

Corona has had a tight grip on the world for months now, and has impacted all our lives, both professionally and personally. Industries are also suffering because of the virus: people are being laid off, and companies are closing, either temporarily, or even permanently. No one has been spared the effects of the pandemic – not even the toy industry. Which specific measures did manufacturers take and what is their forecast until the end of the year?

To show the mood in the industry, Spielwarenmesse eG conducted a survey amongst the exhibitors of the Spielwarenmesse® on the current situation. A total 548 responses were received during 12 – 29 May 2020.

The results show that manufacturers have largely adapted to the changed reality. They have created new, digital possibilities to communicate both internally and externally. The most frequently experienced personnel-related consequences from the crisis include short-time and offering more possibilities for people to work from home. Despite all adversities, the predominant outlook for the remainder of the year is cautiously optimistic.

A separate survey also highlighted the perspective of toy retailers. See the results here