“Exploded prices, a shortage of skilled workers, delays on the freight route through the Red Sea – times are tough for the toy industry.” As the Coburg district office states in the following press release, the manufacturers from the Coburg region will not be defeated that easily. Sebastian Straubel experienced a mixture of optimism, defiance and perseverance during his visit to the International Toy Fair. The conclusion of the Coburg district administrator was correspondingly satisfied: “Our local companies presented themselves strongly with lots of new and innovative products.”
Everyone in Nuremberg agreed: the situation is not easy. “But it won’t get any better if we bury our heads in the sand,” said Barbara Fehn-Dransfeld from Heunec. The “cuddly agents” from Neustadt renew between 10 and 15 percent of their product range every year and have a prominent newcomer in Nuremberg: Paule, the mascot of the German Football Association. It could become a bestseller if the European Championships in Germany write another summer fairy tale this year. Josephine Dransfeld is also counting on this, although she only says with a wink: “We firmly believe in the German national team.”
Like many companies from the Coburg region, Heunec is one of the loyal exhibitors at the Nuremberg Toy Fair. And that’s how it will stay, even if Uwe Beyer (Doll Manufactory Götz Rödental) prefers to no longer ask the question of the cost/benefit ratio: “Otherwise we wouldn’t be here anymore.” After all: I’ll meet a lot of customers within a short period of time one still. And maintaining contact is important, said Frank Schneider. The managing director of rolly-toys from Neustadt knows: “Business runs through people.” That’s why, for Schneider, the toy fair is still the industry’s premier meeting point worldwide – “and I don’t see that ever changing.”
Haba’s trade fair appearance was awaited with great excitement. The traditional company from Bad Rodach is currently in insolvency proceedings. Not an easy situation for managing director Dr. Mario Wilhelm. He stood in the middle of the crowd at the Haba trade fair stand, which was particularly well attended, and had good news for the delegation from the district office: “Associations and dealers have signaled to us that they want to support us.” Haba, on the other hand, signaled that they would like to get back on solid ground as quickly as possible want to get under their feet: with creative product development and better service. “And more products again next year,” assured Wilhelm.
District economic development officer Martin Schmitz was impressed by what Haba presented at the trade fair: “The company turned on the turbo during development.” Sebastian Straubel found the appearance of the team from Bad Rodach impressive. The real Haba DNA can be felt again, and the exhibition stand is “a highlight” in the district administrator’s opinion.
A big, old name is making a comeback at this year’s Toy Fair: “Lissi”. Lissi Bätz and her dolls were once as much a part of Neustadt as Muppberg; the Lissi dolls were already on display at the first toy fair 75 years ago. Carsten Martin is a grandson of the Bätz family, has lived in Hong Kong for over 25 years and now sells “Lissi”. The dolls can be found at Woolworth or Rossmann, for example. The desire to make the brand better known again led Carsten Martin to Nuremberg – with the knowledge that he had already done the majority of his business and contracts at a trade fair in Hong Kong in the fall.
The toy fair is completely new for Friedenstab GmbH. The Rödental company is actually active in plastics technology, but recently bought the Franconian manufacturer “Musical Toys”. Now Friedensstab also has horns and fanfares. That’s fitting, says Christiane Rädlein, the commercial director: “We stand by Made in Germany.” Rädlein didn’t want to estimate whether the financial and logistical effort involved in participating in the toy fair was worth it. “But it is definitely exciting and thrilling in Nuremberg.”
Susanne Müller, who has been part of the toy fair for ages with her festive items, also thinks so. Although she clearly notices that people are currently reluctant to buy, she at least sees Carnival as her main season coming back socially. According to Müller, the hippie era of the 70s and the boom triggered by the mega-successful “Barbie” film are likely to shape the upcoming final spurt of Carnival.
Wooden toys, dolls, costumes, children’s furniture – the dozen or so manufacturers from the Coburg region cover a wide range. And despite all the population’s reluctance to consume, it is a strong branch of the regional economy. Even more than that, says District Administrator Sebastian Straubel: “The Nuremberg International Toy Fair would be a lot poorer without the companies from the Coburg region.”
2024-02-02 21:49:26
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