With the start of the new year, toy enthusiasts and industry professionals are eagerly anticipating the 2025 Nuremberg Toy Fair, which takes place over just five days at the end of January and the beginning of February. This annual event, known as the International Toy Fair, is the largest toy fair in the world. It attracts visitors and exhibitors from all over the world. In addition to its economic impact, the fair is a reminder of Nuremberg’s rich toy manufacturing heritage, a heritage that is often overshadowed by other aspects of the city’s history. 

Nuremberg’s dual identity

The scent of roasted almonds and mulled wine fills the air as you enter Nuremberg’s famous Christkindlesmarkt. The market, a shimmering display of twinkling lights and wooden stalls, is a testament to the city’s centuries-old Christmas traditions. But Nuremberg is more than just a Christmas Wonderland; it is also a city with a long history of toy making, which has earned it the title of the “Toy Capital of the World”.

Walking past toy shops and Christmas stalls, it’s easy to imagine Nuremberg’s past as a bustling center of craftsmanship, where skilled artisans once carefully crafted wooden dolls, tin soldiers and delicate clockwork toys. This compelling atmosphere makes it clear why Nuremberg has long been associated with tradition, both in its festivities and toy-making heritage. 

Despite its important past in the toy industry, the reputation of Nuremberg is often clouded by its association with the well-known Nazi rallies that took place there in the 20th century. Internationally, this dark chapter in the city’s history is better known than its vibrant toy manufacturing heritage. This dual identity poses a challenge for Nuremberg as it seeks to maintain its title both today and in the future.

A legacy of craftsmanship

Nuremberg’s identity as the “Toy Capital of the Word” dates back to the 19th and early 20th centuries, when the city became known for its skilled craftsmen and innovative manufacturers. From complex, intricate tin toys to iconic brands like Bing, also known as Gebrüder Bing, founded in 1863, Nuremberg set the global standard for toy artistry. This title was significant not only for its economic impact, but also for the cultural value it added to the city. The toys have become woven into the fabric of Nuremberg’s identity. As historian Ramaz Gaprindashvili, who specializes in European industrial history, explains, “toys were not just objects there, they were symbols of the city’s craftsmanship”. This shows how closely the toy industry was connected to the city’s culture and history. 

The mid-20th century, however, brought some changes that reshaped the global toy industry. With the invention of plastic, major countries such as the United States, Canada and Japan emerged as major players in toy manufacturing, challenging nuremberg’s dominance. Plastic toys were cheaper to produce and allowed for greater variety, allowing these countries to rapidly gain market share. Nuremberg’s toy industry, which relied on traditional materials and craftsmanship, struggles to compete on this global stage. 

Even though there has been a decline, Nuremberg still plays an important symbolic role in the toy industry, mainly through the Spielwarenmesse toy fair. However, it is not clear how much influence the city still has. Nuremberg hosts the largest toy fair in the world, however according to recent statistics, Germany’s share of the global toy market is only about 3.2%, compared to China’s 75%. This raises the question of whether Nuremberg still plays a significant role in shaping the future of the industry or if its status is mostly symbolic.

The city’s toy heritage is closely linked to its craftsmanship and creativity. The exhibits at the Nuremberg Toy Museum highlight this heritage, from traditional wooden toys to early mechanical marvels. Glass cases hold rows of hand-painted tin soldiers, their bright uniforms still shining under the museum’s light. Walking through its doors is like entering a world of imagination, creating a sense of nostalgia. The museum transports you through time, showing everything from delicate porcelain dolls to handmade tin trains. But, as Mascha Eckert, a researcher at the museum, says, “it’s still debatable whether Nuremberg deserves the title of the “Toy City” today. It made much more sense in the past but the younger generation doesn’t know Nuremberg as a toy city”.

“It feels like a forgotten part of the city,” says Ana, a local who has lived in Nuremberg her whole life. “It’s sad to think that future generations might not associate Nuremberg with toys at all”. Her words simply highlight that there is a gap in awareness of Nuremberg’s history as a toy center. Many residents are unaware of the city’s “former” title as the “Toy Capital of the World”, even those who have lived in the city for decades. This lack of local recognition emphasizes the need for greater efforts to keep and promote this unique aspect of Nuremberg’s identity before it is lost entirely.

Reflecting on this history,  Prof. Dr. Karin Falkenberg, head of the Toy Museum and German media and economic historian, explains the complicated part of Nuremberg’s toy industry: “from 1880 to 1920, Nuremberg was a major player in the toy industry, with one of the biggest companies, Bing, being founded here. But after 1942, they were not allowed to make toys anymore. Everything had to be used to help the military”. This change from making toys to making war machines shows the darker chapter of Nuremberg’s past. However, Karin adds, “it is not all such an easy topic when Nazi Germans put Jewish people out of the toy business, but the entire world understands when we talk about toys, because we all play with them”. This idea shows how toys can be and are popular around the world and how they can remind us of humanity’s enduring connection to play and creativity.

A stroll through the past and present

Documentation Center Nazi Rally Grounds

The energy and atmosphere of the city shifts as you enter the Documentation Center Nazi Rally Grounds and explore another, darker chapter of Nuremberg’s history. The contrast between the playful exhibits of the toy museum and the sobering history of the Nazi party rally grounds is a striking reminder of the city’s dual identity. But, it also underscores the resilience of the people of Nuremberg and their commitment to the preservation of their history. 

Walking through the massive, solemn halls of the documentation center, the air feels heavier. The concrete corridors lead to exhibits with photographs and archival footage, documenting how Nuremberg changed from a thriving cultural hub to a focal point of propaganda. Just 20 minutes away from the busy christmas markets and toy shops, this site serves as a stark reminder of the city’s intricate history.  

The duality is key to understanding what makes Nuremberg unique. While its toy-making heritage brings joy and nostalgia, the city’s darker past is a reminder of its complexity. For Nuremberg to fully regain its status, it must not only preserve its toy heritage, but also redefine it in a way that reflects today’s industry trends, as well as market demands.

The global stage: Spielwarenmesse 

The golden age of toy manufacturing in Nuremberg is over for now. Today, only a few toy manufacturers remain in the Nuremberg area – Fürth and Zirndorf – such as Simba-Dickie, Bruder, Haba and Playmobil. “We used to have a lot of toy manufacturers, and now we don’t, so we really have to earn the title”, – says Mascha Eckert. However, festivals and events such as the Toy Fair aim to retain this title and keep Nuremberg relevant in the toy industry. 

At the heart of Nuremberg’s toy industry and identity is the Spielwarenmesse, the world’s largest and the most important toy fair. This event gives local toy manufacturers the opportunity to be represented on the global stage. Christian Ulrich, Spokesperson of the Executive Board at Spielwarenmesse eG, proudly reports that “In 2024, 2,354 exhibitors from 68 countries took part – including leading key players as well as creative start-ups. They met 57,000 buyers and retailers from 125 countries”. With an international share of 81% of exhibitors and 67% of visitors, the Spielwarenmesse confirmed its very high significance for the industry.

The fair’s appeal lies in its blend of tradition and innovation. Ulrich explains: “Traditional toys such as dolls, cuddly toys, wooden toys and board games are just as firmly established here as smart toys, programmable robots and electronically supported educational toys. We are constantly adapting these product categories to the changing market”.

Maintaining Nuremberg’s status as the “Toy Capital” is an ongoing challenge, however. “It’s a resource problem”, – shares Eckert, “but everyone is interested in keeping the title. It’s a very nice aspect of Nuremberg and can be very attractive to tourists”, – adds Mascha. 

Reviving Nuremberg’s toy legacy

Despite its historical significance, Nuremberg’s toy heritage is not as prominently featured to promote the city as one might expect. Museums, events and educational programs dedicated to this heritage exist, but are often overlooked. Prof. Dr. Karin Falkenberg, head of the Toy Museum emphasizes the universal appeal of toys as she states that “the great thing about this museum is that everyone is welcome. We all play. We are playful humans, when we get older we still play with our minds, we play when we do sports, we play when we do music, we play in the theatre, we play when we color something, when we talk, think … this here is also a playful moment”. Gaprindashvili agrees, saying, “the history of toys in Nuremberg is not just about nostalgia. It’s about preserving a sense of identity and creativity that can inspire future generations, but if the industry doesn’t make real investments, it might disappear over time instead of adapting to modern times.”. 

There is huge potential for Nuremberg to revive its identity as the “Toy Capital of the World”. Educational programs, marketing campaigns and partnerships with international brands could play a key role in this effort. However, the city’s role in the global toy economy is small. According to the German Toy Association’s 2022 reports, most toy production in Germany happens in other regions. Nuremberg is more of a trade hub than a manufacturing center. One can not build a toy manufacturer factory in a day, but local initiatives to engage younger generations and tourists alike can also foster a renewed appreciation for the city’s toy-making past.

As the Nuremberg Toy Fair 2025 approaches, the city is at the crossroads. Its rich history as a toy manufacturing center is fading, yet it still has potential to redefine its identity and celebrate a legacy that has shaped the global toy industry. “If we want to keep the reputation, we need to actually do something”, says Ana. By balancing tradition with innovation, Nuremberg can reclaim its title in spirit and inspire future generations to appreciate the artistry and craftsmanship that once made it the “Toy Capital of the World”.