ENEW YORK, Septemba [XX] — Njengoko iimarike zezinto zokudlala zehlabathi zibuyela kwimeko yazo emva kokuguquguquka emva kobhubhane, imiboniso yorhwebo iphinda ibuyele kwimeko yayo njengeendawo ezibalulekileyo zokwandisa amashishini. Njengoko unyaka ka-2025 ubonakala njengonyaka obalulekileyo kurhwebo lwezinto zokudlala oluwela imida—okulindeleke ukuba lukhule nge-3.7% unyaka nonyaka ngokweGlobal Toy Insights—ukuchonga imiboniso enexabiso eliphezulu kuye kwaba yinto ebalulekileyo kubathumeli ngaphandle abafuna ukukhula kwamanye amazwe. Ukususela kumaqhawe oshishino afana neSpielwarenmesse yaseJamani ukuya kumaqonga asakhulayo eMzantsi-mpuma Asia, olu mboniso lubonisa iziganeko ezibalulekileyo kunye namaqhinga okwandisa i-ROI kunyaka ozayo.
IiNdawo Ezinamandla Zehlabathi: IiNdawo Zokubonisa Ezivavanyiweyo Ngexesha Elide
Isiseko salo naliphi na icebo lemiboniso yamathoyizi yamazwe ngamazwe sisesezi miboniso mithathu emikhulu esele ikho etsala abathengi behlabathi kwaye ibeka iindlela zoshishino.
I-Spielwarenmesse yaseJamani, eza kuqhutywa ukususela nge-28 kaJanuwari ukuya kwi-2 kaFebruwari 2025 eNuremberg, iyaqhubeka nokuba yimboniso enkulu kunazo zonke ehlabathini. Lo mboniso ka-2024 wamkele ababonisi abangaphezu kwama-2,800 abavela kumazwe angama-68, kunye nabathathi-nxaxheba baseAsia benyuka nge-21% unyaka nonyaka—uphawu olucacileyo lokuthandwa kwayo okuhlala kuhleli kubathumeli bangaphandle baseMpuma Asia. “UNuremberg umisela ithoni yeendlela zokudlala zehlabathi,” uphawula u-Oliver Brandes, umlawuli weentengiso zamazwe ngamazwe kulo mboniso. “U-2025 uza kubona amacandelo andayo eethoyi ezizinzileyo kunye neemveliso zokudlala ezidityaniswe ne-AI, ebonisa ukukhula kwemfuno yabathengi kwezi ndidi.” Umbonisi waseTshayina uMitoys (Ningbo) ubonisa ukuthatha inxaxheba okuphumeleleyo: kumboniso ka-2025, iibhokisi zabo zephazili kunye neetafile zemidlalo ezinemisebenzi emininzi zenze i-$3.2 yezigidi kwiiodolo zokuqala, zincediswa ngumsebenzi wokuprinta i-DIY red envelope odibanisa inkcubeko oye watsala iintlanganiso zeshishini ezingaphezu kwama-500.
Ikhalenda yomboniso yaseMntla Melika inee-heavyweight ezimbini ezihambelanayo. I-Toy Fair eNew York ibuya nge-1-4 kaMatshi 2025, kwiJacob K. Javits Convention Center, ivuselelwe ngezixhobo zedijithali zokuphucula ukubonakala kwababonisi. Abaququzeleli babonelela iinkampani ezithatha inxaxheba ngee-social media kits ezinokwenziwa ngokwezifiso, ii-hashtag ezisemthethweni ezifana ne-#ToyFairLife, kunye neevidiyo zokukhuthaza ngaphambi kokubonisa ukukhuthaza ukubandakanyeka kwabathengi. Amandla omsitho akwisiseko sawo esahlukeneyo sabantu abakhoyo, kubandakanya abathengisi abakhulu, amaqonga e-e-commerce, kunye neevenkile ezikhethekileyo.
Kwabathumela ngaphandle abajolise kwiimarike zemfundo kunye nezobuchwephesha, i-American Specialty Toy Retailing Association (ASTRA) Marketplace & Academy, ecwangciselwe umhla wesi-2 ukuya kowesi-5 kuJuni, ngo-2025 eSan Antonio, eTexas, ibaluleke kakhulu. Ngabantu abayi-3,000 abaya kubakho—ngokuyintloko iivenkile zokudlala ezizimeleyo kunye nabathengi bezemfundo—lo msitho ugxile kwiithoyi ze-STEAM, iimveliso zomthi, kunye nezinto zokudlala ezibandakanya inkcubeko. “Abaya kubakho kwi-ASTRA babeka phambili iimveliso ezinexabiso lemfundo kunye nokubalisa amabali akhethekileyo,” ucacisa uLisa Guili, umthengi wethoyi onamava. “Ababonisi ababonisa indlela amathoyizi abo ahambelana ngayo nemigangatho yophuhliso lwabantwana babona amazinga aphezulu okuguqulwa.”
Imida Ekhulayo: Iimarike Ezikhula Kakhulu Ziyaboniswa
Nangona imiboniso yemveli isabalulekile, imiboniso emitsha kwimimandla ekhula ngokukhawuleza inika iindawo zokungena kwiimarike ezingakasetyenziswa.
Umzantsi-mpuma we-Asia, osele uchongiwe njengolwandle oluluhlaza okwesibhakabhaka lokuthunyelwa kwamanye amazwe kweethoyi kuhlalutyo lwangaphambili, ngoku uneqonga lawo elizinikeleyo: i-ASEAN Toy Expo (ATE) 2025, eyenzeka nge-14-16 ka-Agasti eJakarta, e-Indonesia. Idla ngokubizwa ngokuba yi-“Diwanzhan” (isiMandarin esithetha “umboniso weethoyi”) phakathi kwabathumeli bangaphandle baseTshayina, lo msitho ulindele ukubamba ababonisi abangama-350 kunye neendwendwe zorhwebo ezili-12,000, nto leyo ethetha ukukhula kwemarike yeethoyi yonyaka ye-7.3%. Lo mboniso ubonisa iipaviliyoni zelizwe kunye neeseshoni zokwenza i-IP yenkcubeko, emva kwempumelelo yentsebenziswano efana nomgca we-Alpha Group we-Upin & Ipin ovelise i-$4.2 yezigidi eMalaysia.
Amandla abathengi akhulayo eMpuma Yurophu aboniswa kwiWarsaw Toy Fair (nge-9-11 ka-Okthobha, 2025), apho inani labantu ababekhona likhule nge-18% minyaka le ukusukela ngo-2022. Intengiso yeethoyi zasePoland ifikelele kwi-$1.2 yeebhiliyoni ngo-2023, kunye neemveliso ezingenisiweyo ezithatha i-62% yemarike—okudala amathuba kubathengisi bangaphandle baseAsia abakhuphisana ngexabiso.
Kwiingcali zemidlalo yebhodi kunye nezinto zokuzonwabisa, i-SPIEL Essen yaseJamani (nge-23-26 ka-Okthobha, 2025) inikezela ukufikelela okungenakuthelekiswa nanto kubathandi nabasasazi baseYurophu. Uhlelo luka-2024 lwaphula iirekhodi ngokuba nabantu abangama-204,000 ababekho kunye nabathengisi abangama-932 ababonisa iimveliso ezintsha ezili-1,500, nto leyo ebonisa imfuno enamandla yemidlalo yetafile ekumgangatho ophezulu kumazwekazi onke.
Ukuthatha inxaxheba ngobuchule: Ukwandisa ukuvezwa kunye nokuguqulwa
Impumelelo kwimiboniso yezinto zokudlala yamazwe ngamazwe ifuna ucwangciso olucokisekileyo olulungiselelwe ngokweenguqu ezikhethekileyo zesiganeko ngasinye.
Ukulungiselela Ngaphambi Komboniso: Ababonisi abakrelekrele baqala ukubandakanyeka kwedijithali kwiiveki ezi-8-12 ngaphambi kwemicimbi. Sebenzisa amaqonga emiboniso asemthethweni—njengezixhobo zokuthengisa zeToy Fair eNew York—ukudala ingxolo yangaphambi komsitho ngeevidiyo ze-teaser kunye namakhonkco okubhukisha amadinga. “Siqale ukuthengisa i-Nuremberg booth yethu kwi-LinkedIn kwiinyanga ezintathu ezidlulileyo, nto leyo eyabangela iintlanganiso ezingama-47 ezicwangcisiweyo kwangaphambili,” utshilo uShen Yingling waseMitoys, oqela lakhe liphande neminikelo yabakhuphisanayo kwaye lalungiselela amaphepha emveliso eelwimi ezininzi.
Uyilo lweBhuti kunye nokuHlela iiMveliso: Yenza imiboniso ihambelane nezinto eziza kuqala kubaphulaphuli—ubuchule bobugcisa baseNuremberg, iziqinisekiso zemfundo ze-ASTRA, kunye nokubaluleka kwenkcubeko kwiimarike ze-ASEAN. Cinga ngezinto ezisebenzisanayo: Ibhuti yaseVietnam yase-Auldey Toys yayineempawu zikaChú Chó Đen ezitsala iindwendwe ezingaphezu kwama-300 zemihla ngemihla, nto leyo ethetha ukuba iiyunithi ezithengiswayo ezili-100,000 emva komboniso. Nika i-30% yendawo yokubonisa kwiimveliso ezintsha, i-50% kwiminikelo ephambili, kunye ne-20% kwiinguqulelo ezithile zemarike.
Ukuhlanganiswa kweDijithali: Xhobisa ii-booths ngeekhowudi ze-QR eziqhagamshela kwiikhathalogu zedijithali kunye needemo ezibonakalayo ukuze ulandele. Sebenzisa izixhobo zokubamba iilead ezisebenzisa i-AI ukurekhoda izinto ezikhethwa ngabatyeleli, uqinisekise unxibelelwano oluyimfihlo emva komboniso. “Siqalise inkqubo apho ibheji nganye eskeniweyo ivula i-imeyile ezenzekelayo enevidiyo zemveliso ezifanelekileyo kwiiyure ezingama-24,” utshilo umlawuli wentengiso womthengisi weethoyi osekwe eGuangzhou.
Ukuguqulwa emva komboniso: Ixesha elibalulekileyo leeyure ezingama-48 emva kombonisoUkuvalwa kufuna inyathelo elikhawulezileyo: ukuthumela imiyalezo yombulelo eyenzelwe wena kunye nezishwankathelo zentlanganiso, ukubonelela ngezibonelelo ze-odolo zexesha elilinganiselweyo, kunye nokucwangcisa iifowuni zokulandelela. Icebo likaMitoys liquka ukuthumela iimveliso zesampulu kwiiyure ezingama-72 emva kweentlanganiso zaseNuremberg, umkhwa ophucule izinga labo lokuguqulwa ukusuka kwi-12% ukuya kwi-27%. Kwiimarike ezisakhulayo ezifana ne-Indonesia, faka amaxwebhu okuthobela imithetho kunye nolwazi lwerhafu ukuze kube lula ukwenza izigqibo zomthengi.
Imbonakalo: Ukuhamba kwiindlela ezisetyenziswayo kunye nemingeni
Imbonakalo yemiboniso ka-2025 ibonisa utshintsho olubanzi kushishino oluya ekuzinzeni, ukuhlanganiswa kwedijithali, kunye nokucaciswa kwenkcubeko. Ababonisi kufuneka bagxininise izixhobo ezinobuhlobo nokusingqongileyo kwimiboniso yaseYurophu, apho ama-63% abathengi bebeka phambili uzinzo, ngelixa begxininisa ukuqina kunye nexabiso kwiimarike ze-ASEAN ezijongana namaxabiso.
Ukuqonda ngemithetho kusabalulekile: lungiselela amaxwebhu esiqinisekiso semigangatho ye-ASTM (US), EN71 (Europe), kunye ne-SNI (Indonesia) ukujongana neenkxalabo zabathengi kwangaphambili. “Iintlanganiso ezininzi ezithembisayo zaseNuremberg ziyama ngenxa yeefayile zokuthobela imithetho ezingaphelelanga,” ulumkisa umcebisi wezorhwebo uMark Thompson.
Njengoko urhwebo lwehlabathi lwezinto zokudlala lusiya lusanda kwi-intanethi, imiboniso ebonakalayo iye yaguquka yaba ngamaqonga okwakha ubudlelwane apho ingxolo yenkcubeko kunye namava okuchukumisa adala iingcinga ezihlala ixesha elide. Kwabathumeli ngaphandle abazimisele ukutyala imali ekuthatheni inxaxheba okujoliswe kuko kunye namaqhinga asekuhlaleni, ikhalenda yemiboniso ka-2025 inika iindlela eziya kwiimarike ezahlukeneyo—ukusuka kwiindawo eziqinileyo zaseNtshona ukuya kumda okhulayo woMzantsi-mpuma we-Asia.
“Abona babonisi baphumelele kakhulu baphatha imiboniso njengophando lwemarike kunye namathuba okuthengisa,” uqukumbela uSarah Lee we-Euromonitor. “Intsebenziswano nganye inika ulwazi oluyila uphuhliso lwemveliso kunye namaqhinga engingqi emva kokuba ii-booths zichithiwe.”
Ixesha leposi: Sep-18-2025
