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BRUDER satisfied with the first three trade shows in 2017


Successful participation in Hong Kong, Nuremberg and New York in 2017

(Fuerth). BRUDER Spielwaren GmbH + Co. KG, Fuerth-Burgfarrnbach is „more than satisfied“ with the outcome of their participation in the first three trade shows in 2017: According to Managing Director Paul Heinz Bruder, not only the toy show with a „home field advantage“ – namely the Spielwarenmesse in Nuremberg – but also the shows in Hong Kong and New York have all in all been a big success.

Anyone interested in keeping informed about the Franconian manufacturer of highly detailed, authentic toy vehicle replicas, was able to do so right at the beginning of 2017 on three occasions: In Hong Kong at the „Toys & Games Fair“, where in mid January products relevant to the Asian market were showcased. In Nuremberg, where BRUDER presented its entire product range at its 430 square meter booth, as well as on four days in New York at the „Toy Fair“ at the Jakob K. Javits Convention Center.

Amazed visitors in Hong Kong

The 43rd „Toys & Games Fair“ beginning on January 9th, was once again the biggest industry event in Asia – for many of the 43,000 visitors and distributors also a faster and easier way to BRUDER than a long trip to Europe.

BRUDER’s presence in the World of Toys Pavillion in Hong Kong has been a constant for many years. – For four days this year, Jacqueline Maus showcased the products to visitors who took particular note of the toys’ seal of quality “Made in Europe”. Everyone loves the realistic details and functionality of the vehicles. There has been a marked increase in prospective buyers from Eastern Europe and, of course, China, who are interested in distributing our products.  


Nuremberg – numerous visitors during the week

From day one (February 1st) things were lively at the booth in Nuremberg – the most important toy show of the year – as confirmed by Sales Manager Wolfgang Staerk.  

Capitalizing on their large exhibition space, BRUDER showcased the entirety of its 1:16 scale models – in particular the many new products. Apart from the fact that the number of speciality retailers on the weekend was lower than last year’s, according to Staerk,  the Nuremberg Toy Show once more offered the possibility to establish numerous, personal contacts with visitors from Germany and abroad. Chief Executive Officer Paul Heinz Bruder draws a positive conclusion: „Nuremberg remains a strategic platform for our products; it is the best location to present ourselves – and our visitors enjoy the lively and interesting atmosphere at the booth. It has been terrific. “

Product Manager Martin Seitz agrees; he believes the brand’s success is mainly based on its focus on functionality and quality. End-users no longer just “just” ask for a tractor or fire engine, but ask for BRUDER products in particular as evident throughout all sales channels. In addition, visitors wanted to learn more about the new theme worlds. Another positive aspect is that we continuously offer good sales support to merchandisers. In today’s market innovative advertising materials ranging from flyers to videos, explaining a toy’s functionality, are needed.  


Plenty of good talks in New York

From across the „big pond“ in New York from the 18th thru the 21st of February, BRUDER-USA representative Beate Caso also had positive news. Since many orders were placed prior to the show anyway, the toy specialists from Germany were able to concentrate on the numerous talks with key account customers during the “North American Toy Fair”. The show counted more than 30,000 visitors and round about 1,200 exhibitors; BRUDER was satisfied with the number of visitors to their booth.


„Our novelties“, says Beate Caso, „have been received very well. Aside from the extremely popular new RAM 2500 Power Wagon, the ambulance products as well as the MAN trucks and MACK tank truck were of particular interest to the Americans. As a result, the sales figures of BRUDER USA increased by 5% last year. Internet sales are becoming more and more important; even though the toy industry is yet to become truly established within this type of sales channel.“ This time BRUDER donated part of the samples to the Toy Industry Association (TIA) at the end of the show.


International markets – international presence

These kind of international get-togethers and the acquisition of new customers are of extreme importance for the company based in Fuerth as about 70% of the BRUDER toys are still destined for export to more than 60 countries worldwide: 2/3 of that are EU-countries.

The manufacturer of high-quality yet affordable toy vehicles on a standard scale of 1:16 has again added innovations throughout all of its product segments. Responsible for these new products, which more than satisfy the need for child-based playing, is our in-house development department, explains Managing Director Paul Heinz Bruder. „Our young customers are becoming more and more demanding, especially as regards quality and the multitude of details. They have the big vehicles as examples; and we are thrilled and gratified at the same time to hear, that the kids recognize the originals in the BRUDER products. And we put special emphasis on the fact that this concept applies internationally because childs’ play knows no borders.“


Fuerth, March 6th, 2017



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