Interview with Scarlett Wisotzki, Director Communications at Spielwarenmesse eG

You've been in the toy world for a very long time, starting with Meisenbach Verlag and for 9 years with Spielwarenmesse eG. What have been your biggest challenges so far, especially before the peak season in preparation for the toy fair at the end of January?

Scarlett Wisotzki: More than 20 years in the toy industry have already brought with them a number of challenges. For example, when I switched from the position of editor-in-chief to PR, it was a big step for me as a “thoroughbred journalist” — even though I had deliberately decided to do so. A few years later, I had to leave my comfort zone involuntarily: During the pandemic, we had to deal with a whole new type of public relations. Basically, I find challenges exciting: They always offer opportunities for further development and ensure that you escape a certain routine. Shortly before the trade fair, the adrenaline level rises in particular, because this is where you can see what we've been working on throughout the year.

How has the big Ki-trend developed this year?

Scarlett Wisotzki: Kiwere the top topic at this year's toy fair. The lively product presentation in various living environments showed visitors the great potential in this area, which was also well taken up and conveyed by the press. Both the wide range of exhibitors and recent studies by internationally active market research institutes show how trendy and promising the topic is. The target group of playing adults is much more than just a trend and offers retailers great opportunities to widen their product range in a meaningful way. That is why “Toys for Kie” will have a permanent place at the upcoming toy fair. At the central location in Eingang Mitte, we vividly present product examples, background information and expert tips from practice.

The topic of sustainability and recyclable/alternative materials also seem to be an omnipresent topic. How consistently is this already being implemented by industry?

Scarlett Wisotzki: Sustainability has now arrived in toys, even though the consistent implementation in individual companies still varies significantly. The design is just as varied — from new, gentle manufacturing methods to products that consist of degradable or recycled raw materials or deal with the subject matter. In order to make progress in this complex area of retail visible, our ToyAward was expanded to include the “Sustainability” category. Visitors to the toy fair also have the opportunity to find out about the latest materials, manufacturing techniques and products at the “Toys go Green” area.

What criteria do you think a toy must meet in order to be successful on the German market?

Scarlett Wisotzki: Oh, if I knew exactly that, I would have already developed a toy myself 😉. But seriously: There are, of course, some basic factors in this country that must be right. These include quality and safety, gaming fun, comprehensibility of the product concept, brand trust and a balanced price-performance ratio. In my opinion, the level of innovation and a bit of luck are becoming increasingly important these days. The changing media behavior of target groups — with advertising media such as influencers or streaming services — has played a large part in this development.

What toy trends do you see for next year? Can you tell us anything about that?

Scarlett Wisotzki: Unfortunately I still have to put you off a bit. We are currently analysing all the suggestions submitted by the international TrendCommittee to the Toy Fair in order to filter out the trends that overlap the most and make the first products available. You are welcome to make a note of October 8th: That's when we will announce our toy trends for 2025.