Current atmosphere within the global toy industry

Visitors survey 2020

The corona pandemic has been impacting people's personal lives and public spheres for months now. The retail trade has been hit particularly hard. To investigate the effects on the toy industry, Spielwarenmesse eG as the organiser of the industry's leading trade fair conducted an exclusive survey in mid-May. The goal was to take a look at the current atmosphere within the global toy industry and understand the measures taken during the pandemic as well as the industry’s outlook until the end of the year.

The survey demonstrates that retailers responded swiftly to the crisis and found new ways to remain available for customers. One third of the interviewees, however, did not make any changes. Also, communication with customers was adapted to the changed circumstances. New channels were chosen, including social media and messenger services. Despite the severity of the situation especially in relation to staff, a large number of those asked is cautiously optimistic and states that business will recover before the end of the year, or even that the slump in sales will have been compensated.

Spielwarenmesse eG conducted the survey between 12 and 25 May 2020 amongst trade professionals and visitors of the Spielwarenmesse®. 1024 answers in total were received from commercial enterprises around the world, which gives a representative picture. See the results here.


Toy manufacturers were asked in a separate survey. The results can be found here.