Special Area


Showcase your business at the toy industry’s leading trade fair!

At the new StartupArea in Hall 8, you have the opportunity to showcase yourself effectively and open up new sales markets together with national and international startups. Our all-inclusive package with organisational and financial assistance tailored to startups makes it easier to participate in the trade fair and represents the ideal way for you to access an international business environment.

StartupArea services at a glance:

Stand construction

  • 6 m² of stand space
  • 1 high table, 2 bar stools, 2 shelves, panels and lighting
  • Power connection incl. consumption
  • Your company logo on display


  • All marketing package services, valued at €649
    → Company listing in the (print) trade fair catalogue and (online) exhibitor directory
    → Digital company profile on the Spielwarenmesse Digital platform
    → Listing of your licences, if relevant
    → Inclusion of your stand activities in the trade fair calendar, if relevant
    → Invitation vouchers for your customers
  • Lounge incl. kitchen
  • Free drinks
  • Stand security and cleaning
  • Own Wi-Fi access
  • AUMA-fee and waste disposal fee
  • Joint pavilion listing on the Spielwarenmesse Digital platform

Participation fee: 2,200 € plus VAT


Would you like to exhibit your products at the world’s leading trade fair for toys, benefit from a large network of international contacts and raise your company’s profile? Then sign up for our StartupArea and drive the expansion of your business.

Steps to participation

  1. Register online  as an exhibitor and select your StartupArea participation option.
  2. Pay the €400 registration fee. Your registration will be reviewed.
  3. This fee is deducted in full from the participation fee on approval and is returned in the case of non-approval.
  4. We look for the right stand space for you and send you your official stand confirmation.

You can also register your innovations in the ToyAward’s Startup category. Find out more here.

If you have any questions regarding the StartupArea, please do not hesitate to contact Natalia Kalberlah directly.