NIU IOKA, Hepetema [XX] — I te whakaoranga ake o ngā mākete taonga takaro o te ao i ngā piki me ngā heke o muri i te mate urutā, kei te hoki anō ngā whakaaturanga hokohoko ki tō rātou tūranga hei tūāpapa nui mō te whakawhānui ake i ngā pakihi. I te mea ko te tau 2025 te tau matua mō te hokohoko taonga takaro whakawhiti-rohe—e matapaetia ana ka tipu 3.7% ia tau e ai ki a Global Toy Insights—kua noho hei mea nui te tautuhi i ngā whakaaturanga utu nui mō ngā kaihokohoko e rapu ana i te tipu o te ao. Mai i ngā pou o te ahumahi pēnei i a Spielwarenmesse o Tiamana ki ngā tūāpapa hou i te Tonga-mā-rāwhiti o Āhia, e whakaatu ana tēnei arokite i ngā kaupapa me ngā rautaki matua hei whakanui ake i te ROI i te tau e haere ake nei.
Ngā Whare Mana o te Ao: Ngā Pokapū Whakaaturanga Kua Whakamātauhia e te Wā
Ko te tūāpapa o tētahi rautaki whakaaturanga taonga takaro o te ao ko ngā whakaaturanga nunui e toru e kukume ana i ngā kaihoko o te ao, e whakatakoto ana hoki i ngā au o te ahumahi.
Ko te Spielwarenmesse o Tiamana, e tū ana mai i te 28 o Hānuere ki te 2 o Pēpuere, 2025 i Nuremberg, kei te mau tonu te mana hei whakaaturanga hokohoko taonga takaro nui rawa atu o te ao. I manaakihia e te putanga o te tau 2024 neke atu i te 2,800 ngā kaiwhakaatu mai i te 68 whenua, me te pikinga o ngā kaiuru o Āhia mā te 21% i ia tau—he tohu mārama mō tōna rongonui tonu mō ngā kaihokohoko o Āhia ki te Rawhiti. "Ko Nuremberg te kaiwhakatakoto i te reo mō ngā au taonga takaro o te ao," te kī a Oliver Brandes, te kaiwhakahaere hokohoko o te ao o te whakaaturanga. "Ka kite i te tau 2025 i ngā wāhanga whānui ake mō ngā taonga takaro tauwhiro me ngā hua takaro whakauru-AI, e whakaata ana i te tipu haere o te hiahia o ngā kaihoko i roto i ēnei kāwai." Ko te kaiwhakaatu Hainamana a Mitoys (Ningbo) e whakaatu ana i te whai wāhi angitu: i te whakaaturanga o te tau 2025, i hua mai i ā rātou pouaka panga me ngā tēpu kēmu maha-mahi he $3.2 miriona i roto i ngā ota tuatahi, i āwhinahia e te mahi tānga kōpaki whero DIY rumaki ahurea i kukume i te neke atu i te 500 ngā hui pakihi.
E rua ngā taonga nui e tukuna ana e te maramataka whakaaturanga o Amerika Te Raki. Ka hoki mai anō a Toy Fair New York i te 1-4 o Poutū-te-rangi, 2025, ki te Jacob K. Javits Convention Center, me ngā taputapu matihiko hei whakarei ake i te tirohanga a ngā kaiwhakaatu. Ka whakaratohia e ngā kaiwhakahaere ki ngā kamupene whai wāhi ngā kete pāpāho pāpori ka taea te whakarite, ngā tohu paetae whaimana pēnei i te #ToyFairLife, me ngā ataata whakatairanga i mua i te whakaaturanga hei akiaki i te whakauru a ngā kaihoko. Ko te kaha o te huihuinga kei roto i tana turanga kanorau o ngā tāngata e tae atu ana, tae atu ki ngā kaihokohoko nui, ngā papaaho hokohoko ipurangi, me ngā toa motuhake.
Mō ngā kaihokohoko e aro ana ki ngā mākete mātauranga me ngā mākete motuhake, he mea nui te American Specialty Toy Retailing Association (ASTRA) Marketplace & Academy, i whakaritea i te 2-5 o Hune, 2025 i San Antonio, Texas. Me te 3,000 o ngā tāngata e tae atu ana—ko te nuinga he toa taonga takaro motuhake me ngā kaihoko mātauranga—ko te kaupapa matua ko ngā taonga takaro STEAM, ngā hua rakau, me ngā taonga takaro e whakauru ana i te ahurea. "Ko ngā tāngata e tae atu ana ki ASTRA e whakatairanga ana i ngā hua he uara mātauranga me te kōrero pakiwaitara ahurei," te whakamārama a Lisa Guili, he kaihoko taonga takaro tawhito. "Ko ngā kaiwhakaatu e whakaatu ana i te hononga o ā rātou taonga takaro ki ngā tohu whanaketanga o te tamarikitanga ka kite i ngā reiti tahuritanga teitei rawa atu."
Ngā Rohe Putanga Ake: Ngā Mākete Tipu-Tiketike e Whakaaturia ana
Ahakoa he mea nui tonu ngā whakaaturanga tuku iho, ko ngā whakaaturanga hou i ngā rohe e tere tipu haere ana he huarahi rautaki ki te uru atu ki ngā mākete kāore anō kia whakamahia.
Ko Āhia ki te Tonga-mā-rāwhiti, kua tohua kētia hei "moana kikorangi" mō ngā kaweake taonga takaro i roto i ngā tātaritanga o mua, inaianei kei te whakamanamana i tana ake tūāpapa motuhake: ko te ASEAN Toy Expo (ATE) 2025, ka tū i te 14-16 o Ākuhata i Jakarta, Indonesia. E kiia ana ko "Diwanzhan" (Mandarin mō te "whakaaturanga taonga takaro") i waenga i ngā kaihokohoko Hainamana, e tumanakohia ana ka manaakihia e tēnei huihuinga te 350 kaiwhakaatu me te 12,000 manuhiri hokohoko, e whai hua ana i te tipu 7.3% o te mākete taonga takaro ā-tau o te rohe. Kei roto i te whakaaturanga ngā whare whakaaturanga motuhake ki ia whenua me ngā wā whakataurite IP ahurea, whai muri i te angitu o ngā mahi tahi pēnei i te raina Upin & Ipin a Alpha Group i whakaputa $4.2 miriona i Mareia.
Kei te whakaatuhia te kaha piki haere o ngā kaihoko o Ūropi ki te Rawhiti i te Whakaaturanga Taonga Tākaro o Warsaw (Oketopa 9-11, 2025), i reira kua piki ake te tokomaha o te hunga i tae mai mā te 18% ia tau mai i te tau 2022. I eke te hokonga o te mākete taonga tākaro o Pōrana ki te $1.2 piriona i te tau 2023, ā, ko ngā hua kawemai te 62% o te mākete—e hanga ana i ngā whai wāhitanga mō ngā kaihokohoko Āhia e whakataetae ana ki te utu.
Mō ngā tohunga kēmu poari me ngā mahi whakangahau, ka tukuna e te SPIEL Essen o Tiamana (Oketopa 23-26, 2025) he urunga tino pai ki ngā kaiwhaiwhai me ngā kaituku o Ūropi. I pakaruhia e te putanga 2024 ngā rekoata me te 204,000 o ngā tāngata i tae mai me te 932 o ngā kaihoko i whakaatu i te 1,500 o ngā hua hou, e whakaatu ana i te kaha o te tono mō ngā kēmu papaaho kounga teitei puta noa i ngā whenua.
Te Whai Wāhitanga Rautaki: Te Whakanui i te Whakapuakitanga me ngā Huringa
Ko te angitu i ngā whakaaturanga taonga takaro o te ao me whai whakamahere tupato e hāngai ana ki ngā āhuatanga ahurei o ia huihuinga.
Te Whakarite i mua i te Whakaaturanga: Ka tīmata ngā kaiwhakaatu atamai ki te whakauru mamati 8-12 wiki i mua i ngā huihuinga. Whakamahia ngā papaaho whakaaturanga mana—pērā i te kete taputapu hokohoko a Toy Fair New York—hei waihanga i te ngangau i mua i te huihuinga mā roto i ngā ataata whakamōhio me ngā hononga whakarite wā. "I tīmata mātou ki te whakatairanga i tā mātou tūru Nuremberg i runga i a LinkedIn i ngā marama e toru i mua, ā, e 47 ngā hui kua whakaritea i mua," te kī a Shen Yingling o Mitoys, nāna hoki te tīma i rangahau i ngā tuku a ngā kaiwhakataetae me te whakarite i ngā pepa hua reo maha.
Te Hoahoa o ngā Tūru me te Whakaritenga Hua: Whakaritea ngā whakaaturanga kia rite ki ngā kaupapa matua o te hunga mātakitaki—ngā auahatanga hangarau mō Nuremberg, ngā tohu mātauranga mō ASTRA, me te hiranga ahurea mō ngā mākete ASEAN. Whakaarohia ngā huānga taunekeneke: I whakaatuhia i roto i te tūru o Auldey Toys o Vietnam ngā tohu a Chú Chó Đen i kukume mai i te 300+ manuhiri ia rā, ko te tikanga he 100,000 ngā hoko waeine i muri i te whakaaturanga. Tohaina te 30% o te wāhi whakaaturanga ki ngā hua hou, 50% ki ngā tuku matua, me te 20% ki ngā urutaunga motuhake ki te mākete.
Whakaurunga Mamati: Whakaratohia ngā rūma hokohoko ki ngā waehere QR e hono ana ki ngā rarangi pukapuka mamati me ngā whakaaturanga mariko hei whai ake. Whakamahia ngā taputapu hopu arataki e whakamahia ana e te AI hei tuhi i ngā manakohanga a ngā manuhiri, kia pai ai te whakawhitiwhiti kōrero whaiaro i muri i te whakaaturanga. "I whakatinanahia e mātou he pūnaha e whakaoho ana i ia tohu matawai i tētahi īmēra aunoa me ngā ataata hua e tika ana i roto i ngā haora 24," te kī a tētahi kaiwhakahaere hokohoko o te kaweake taonga takaro o Guangzhou.
Te Huringa Whai Muri i te Whakaaturanga: Te matapihi 48-hāora nui i muri i te whakaaturangaMe mahi tonu ngā mahi kati: tukuna ngā karere whakawhetai whaiaro me ngā whakarāpopototanga hui, tuku whakatenatena ota wā-poto, me te whakarite waea whai muri. Kei roto i te rautaki a Mitoys te tuku tauira hua i roto i ngā haora 72 o ngā hui a Nuremberg, he mahi i whakapai ake i tā rātou reiti tahuritanga mai i te 12% ki te 27%. Mō ngā mākete putaiao pēnei i a Indonesia, whakauruhia ngā tuhinga ture me ngā mōhiohio taripa hei whakahaere i te whakatau a te kaihoko.
Tirohanga: Te Whakatere i ngā Auahatanga me ngā Wero
Ko te whakaaturanga o te tau 2025 e whakaata ana i ngā nekehanga whānui o te ahumahi ki te oranga tonutanga, te whakaurunga matihiko, me te ahurea motuhake. Me whakanui e ngā kaiwhakaatu ngā rauemi hoa-taiao i ngā whakaaturanga Pākehā, e 63% o ngā kaihoko e whakatairanga ana i te oranga tonutanga, me te whakanui hoki i te pakari me te uara i roto i ngā mākete ASEAN e aro nui ana ki te utu.
He mea nui tonu te mōhio ki ngā ture: te whakarite i ngā tuhinga tiwhikete mō ngā paerewa ASTM (US), EN71 (Europe), me SNI (Indonesia) hei aro atu ki ngā āwangawanga a ngā kaihoko i te tīmatanga. "He maha ngā hui Nuremberg e whai hua ana ka mutu nā te korenga o ngā kōnae hanganga ture," te whakatūpato a te kaitohutohu hokohoko a Mark Thompson.
I te mea kei te piki haere te hokohoko taonga takaro o te ao i runga ipurangi, kua whanake ngā whakaaturanga ā-tinana hei papa hanga whanaungatanga, ā, ka hangaia e ngā wheako ahurea me ngā wheako pā he whakaaro pumau. Mō ngā kaihokohoko e hiahia ana ki te haumi ki te whai wāhi kua whakaritea me ngā rautaki ā-rohe, ka tukuna e te maramataka whakaaturanga o te tau 2025 ngā ara ki ngā mākete kanorau—mai i ngā pā kaha o te Hauāuru ki te rohe e puāwai ana i te Tonga-mā-rāwhiti o Āhia.
"Ko ngā kaiwhakaatu tino angitu e whakaaro ana ki ngā whakaaturanga he rangahau mākete me ngā whai wāhitanga hoko," te whakatau a Sarah Lee o Euromonitor. "Ka whakaratohia e ia taunekeneke he māramatanga e hanga ana i te whanaketanga hua me ngā rautaki ā-rohe i muri i te wā roa kua wetekina ngā tūru."
Wā tuku: Hepetema-18-2025
