Nordstil is expanding its toy and children’s product range for its 2027 winter edition in Hamburg, giving the category a larger and more central presence on the show floor.
For the first time, national and international toy manufacturers will be grouped together in Hall B4, creating a dedicated area for games, children’s products and licensed merchandise. The new setup will bring brands including Asmodee, Jumbo and Smart Toys and Games into the same section, alongside products connected to major entertainment franchises.
The expansion gives toys a more visible role within an event traditionally associated with home accessories, gifts, stationery, jewellery and lifestyle products.
Licensed characters move into the product mix
The 2027 edition will also feature products linked to familiar entertainment brands and franchises, including Pokémon, Marvel, Star Wars and Lego Ninjago.
That brings a stronger pop-culture element into Nordstil’s existing product mix and gives buyers access to a broader range of licensed products alongside more traditional gift and lifestyle categories.
For retailers, licensed products can offer a different type of buying opportunity than generic toys or giftware because demand is often tied to established characters, films, games and wider entertainment franchises.
Nordstil’s decision to bring these products into a more concentrated hall format suggests they will play a larger role in the 2027 assortment presented to buyers.
Toy suppliers join a wider lifestyle show
The toy expansion sits alongside Nordstil’s existing product areas, which include gifts and stationery, home and garden, jewellery and fashion, kitchen and household goods, and seasonal products.
Rather than creating a separate toy fair, the new Hall B4 format places children’s products within the broader lifestyle and gift environment already used by Nordstil visitors.
The winter edition also serves as an early ordering event for the year ahead, giving retailers a chance to review new collections and product ranges before spring and summer buying cycles develop further.
For 2027, that selection will include a more substantial toy and children’s segment than in previous editions.
Nordstil Winter 2027 will take place from January 16 to 18 at Hamburg Messe und Congress in Hamburg, Germany.
