As the UK member of the BCMI, Nursery Today brings you an exclusive interview with Christian Ulrich, Director Marketing Spielwarenmesse eG, on the topic of Spielwarenmesse BrandNew – a virtual platform presenting new products.
The industry’s innovation show is taking place in January on a new virtual platform known as Spielwarenmesse BrandNew. Could you tell us a little more about it?
In July, the industry will finally gather again at the Spielwarenmesse Summer Edition. In the run-up to the event, we will be taking advantage of the enormous reach of our digital platforms, giving companies the opportunity to present their new products to the global trade through Spielwarenmesse BrandNew. The virtual event will take place at the end of January, coinciding with the original dates of the fair. In doing so, we are responding to the industry’s desire to fill the gap with a virtual solution.
Could you please explain the concept in greater detail?
We have various packages that suppliers can book from just EUR 500. They include product presentations on the Spielwarenmesse website along with product descriptions, image and video material as well as contact details. The packages differ in terms of their scope and promotional impact, generated through social media posts and product presentations in the Spiewarenmesse Newsletter Special, which attracts a huge amount of interest among the industry’s target groups. In-house events spotlighting innovations can be added to the Event calender entry which is likewise located on the website.In the week from 25 to 29 January, promotions will be taking place with suppliers appearing live on the Spielwarenmesse’s Facebook and Instagram channels. This will give them the chance to introduce their products, take viewers on a tour of their showrooms or offer Q&A sessions.
That all sounds very promising. You spoke earlier of your enormous reach …
Yes, our figures speak for themselves: Every year, we record more than a million visits to our website and over four-million page impressions. We have around 43,000 followers on Facebook and Instagram. In addition, our trade-orientated newsletter and our visitor database give us access to more than 100,000 international decision makers. Filled with high-quality, relevant content, these platforms will now be of immense benefit to toy companies of all sizes, allowing them to forge international contacts that are key to their business success.
During the pandemic toys have become more important than ever. Featuring new products and ideas, Spielwarenmesse BrandNew is exactly what the sector needs. What kind of services are you offering the trade?
The Spielwarenmesse website is evolving into a hub that provides retailers and buyers with an overview of the global market. Trade visitors will be able to access this service both in German and English from 25 January. They will discover interesting products and be able to prepare their product ranges for the coming year while sitting at their computers. At the same time, Spielwarenmesse BrandNew offers them a simple way to forge contacts with new manufacturers. And, of course, all this will be complemented perfectly by our topical Newsletter Specials and the live sessions on the Spielwarenmesse’s social media channels.
What has been the industry’s initial response to Spielwarenmesse BrandNew?
The initial reaction from the toy industry has been extremely positive. We are creating a platform that connects trade and industry just at the right time. Companies interested in presenting themselves and their products at Spielwarenmesse BrandNew can register for the event on our website www.spielwarenmesse.de until 13 January. The digital offering will be available to buyers and retailers free of charge.