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First three trade fairs of 2018 are a cause for delight

20.03.18

Success in Nuremberg, Hong Kong and New York


(Fürth). BRUDER Spielwaren GmbH + Co. KG, Fürth-Burgfarrnbach, is once again delighted with the success of its first three trade fair appearances at the beginning of 2018: both the toy fair with the usual “home advantage” - the one in Nuremberg - and the two far-away events in Hong Kong and New York were, like last year, “trend-setting and well attended”, says Managing Director Paul Heinz Bruder.

Anyone who wanted to find out the latest news from the Franconian manufacturer of detailed toy vehicles was once again able to do so at three locations at the beginning of 2018: in Nuremberg, where BRUDER showcased its full programme as usual at a 429 square metre stand, in Hong Kong at the “Toys & Games Fair”, where products for the Asian market were presented in mid-January, and in New York at the “Toy Fair” in the Jakob K. Javits Convention Center for four days in February.

Nuremberg – success despite shorter fair
First of all in Nuremberg - the most important toy show of the year  the stand was filled with life from the very beginning (31 January), as Head of Sales Wolfgang Stärk reports. But the shortened trade fair finished a day earlier than usual, on 4 February. As in previous years, BRUDER was able to showcase its entire range of 1:16 models on a large exhibition space.

Yet again, the toy fair in Nuremberg offered the opportunity for numerous face-to-face contacts from Germany and abroad. A large number of customers found their way to Hall 4, so BRUDER Managing Director Paul Heinz Bruder also draws a positive conclusion: “Nuremberg has always been a strategic platform for our products; we can present ourselves in the best possible way here. And our visitors enjoy the varied atmosphere at our stand. It was again a great success, despite the fair being one day shorter; we were able to replicate the success of 2017.”

Particular attention was paid to new products of course. In addition to the usual areas of agriculture, construction sites and municipal work, BRUDER now presented two new model lines: firstly, a “Personal Water Craft” (similar to a jet ski), the first water toy in the range and, secondly, motorcycles from the brand Ducati.

The international, often long-time customers were enthusiastic about the possibilities to combine the vehicles with each other- even their demonstrations at the stand were fun. The multitude of themed worlds that the high-quality toys now depict is impressive: true to the motto “just like the real thing”, the wealth of detail in the real versions is reflected in the replicas, and could be admired at the trade fair stand on several elaborate dioramas (which, by the way, are also available in specialist shops for promotional purposes).

Head of Sales Wolfgang Stärk agrees: he sees the brand’s success above all “in its focus on function and quality”. He says that this has been reflected in all sales channels for years, with end customers asking specifically for a BRUDER product, rather than “just” a tractor or a fire engine. And it was not just new themed worlds that were in demand  like models or the play figures for water or air to go with them but also increased sales support for retailers.

“It is no longer enough”, Stärk continues, “to deliver products right on time”. In addition, retailers have to be provided with 360-degree images, videos, banners and shop window decorations, for example, or practical sales displays for the POS. In 2018, BRUDER’s success will once again be demonstrated by the fact that, as the Head of Sales said after walking around the trade fair, “others in the market continue to be inspired by our models”: striking similarities, even in the packaging, were certainly no coincidence at this event.

Very positive mood in Hong Kong
BRUDER in Hong Kong on the other hand – represented again by international sales representative Jacqueline Maus – impressed visitors with a small but splendid stand for four days. The 44th “Toys & Games Fair” was once more the largest industry event in Asia; 2,100 suppliers from 45 countries exhibited  and for many of the more than 40,000 visitors and the distributors it was probably the shorter way to reach BRUDER than taking the long journey to Europe.

The Fürth-based company is consciously represented in Hong Kong every year ? in 2018 again at the Spielwarenmesse eG joint stand in the “World of Toys Pavilion”. Jacqueline Maus was delighted with the positive mood at the annual event: “The fact that almost all of the products in our range are manufactured in Germany is always a source of enthusiasm among them and end customers, and surprises many people. Everyone loves the details and features on the vehicles.”

This strengthened the awareness for and visibility of BRUDER in Hong Kong for the entire Asian market.

Strength of the specialist trade evident in New York
The President of Brudertoys America Inc., Beate Caso, was pleased with the success on the other side of the pond. Once again this year, many orders in New York were taken even before the trade fair during the “North American Toy Fair”, the toy specialists from Germany were able to concentrate entirely on the numerous talks with customers.

The 2018 trade fair saw around 26,000 visitors and around 1,200 exhibitors. BRUDER itself was satisfied with the number of stand visitors. “Our new products”, Caso says, “were very well received once again. We are going to release a three-minute testimonial film that captures the original voices of our customers. This is very authentic and shows how well the products are received in their shops.” The licensed products from UPS, Volvo and the Ducati motorcycles were particular hits.

Suppliers who otherwise only sell on the Internet were not so present at the trade fair, which the BRUDER team interpreted positively, as it shows the continuing strength of the classic retail trade (although these retailers still struggle with online sales).

International sales market - international presence 2018

For the Fürth-based company, these international meetings and the acquisition of new customers are of great importance. Around 70% of all BRUDER toys continue to be exported to almost sixty different countries throughout the globe: approximately two thirds are generated throughout the EU (2017 particularly positive in Eastern Europe, Benelux countries and France). Consequently, this is the company’s core foreign market. The remaining proportion is exported mainly to Switzerland, North America, Asia and Russia.

In terms of innovation, the manufacturer of high-grade and affordable toy vehicles at a uniform scale of 1:16 again scored points in all product segments. The in-house development department designed new products that meet the requirements of children at play, as Managing Director Paul Heinz Bruder explains: “Our young customers are becoming more and more demanding, most of all in terms of quality and attention to detail. They see the original vehicles in front of their mind’s eye and we are grateful that children year after year find BRUDER products closely resemble the equipment they replicate. And it is particularly important to us that this applies internationally, too: children’s toys know no borders.”

Messegeschehen im BRUDER-Stand an Spielwarenmesse Nürnberg 2018



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