Game on as toy fairs build muscle (hktdc.com)


	Raymond Yip, HKTDC Assistant Executive Director, and Ernst Kick, CEO of Spielwarenmesse eG, seal a cooperative agreement

The world's two leading toy fair organisers have joined forces to boost international attendance at the Hong Kong Toys & Games Fair. The Hong Kong Trade Development Council (HKTDC) and Spielwarenmesse eG signed an agreement last month to boost international participation in the HKTDC Hong Kong Toys & Games Fair, the largest fair of its kind in Asia. Spielwarenmesse eG is the organiser of the world's largest toy fair, Spielwarenmesse International Toy Fair Nuremberg, Germany.

"Our Toys & Games Fair already is the largest in Asia and the second largest in the world," said Raymond Yip, HKTDC Assistant Executive Director. "Spielwarenmesse is the big brother in the toy fair world. So the two brothers are working together now. I have no doubt that our cooperation with Spielwarenmesse eG will be instrumental in attracting even more big names from Germany and other European countries to the HKTDC Hong Kong Toys & Games Fair in the future." Mr Yip added that the agreement underlines the many opportunities that exist to collaborate in today's business environment, where he said trade fair organisers should cooperate rather than compete.

Under the pioneering agreement, Spielwarenmesse eG will bring in more international exhibitors and brands to the Hong Kong sourcing platform under its new international fair concept, World of Toys.

Taking SMEs to the world

"We want to support small and medium-sized companies especially to join the foreign markets. They do not know how to do that," said Ernst Kick, Chief Executive Officer, Spielwarenmesse eG. "We have the expertise in cooperating with the toy fair organisers. The new initiative in the Hong Kong Toys & Games Fair will add a significant new feature to strengthen our foothold in Asia and broaden our worldwide portfolio." He added that the agreement will greatly enhance Spielwarenmesse eG's international customer support. "I am very optimistic that it will help not only the Toys & Games Fair in Hong Kong, but the toy industry around the world."

The two fair organisers have a 35-year history of cooperation, with Hong Kong toy manufacturers regular exhibitors at the Nuremberg fair. The new agreement, though, takes that partnership to a new level.

Through its World of Toys Pavilion, Spielwarenmesse eG plans to initially bring 20 companies to the next HKTDC Hong Kong Toys & Games Fair, to be held 5-8 January 2009 at the Hong Kong Convention and Exhibition Centre (HKCEC). Mr Ernst said the company hopes to bring in more European investors in the future once the new HKCEC atrium expansion is completed in the spring. Last year, the Hong Kong Toys & Games Fair attracted more than 2,000 exhibitors and more than 29,000 buyers. Spielwarenmesse eG, which draws 80,000 visitors and more than 2,000 exhibitors, will hold its next fair in February 2009.