In Conversation With Christian Ulrich Member of the Executive Board, Spielwarenmesse eG


Kids India will take place from 15 – 17 September 2022 at the JIO World Convention Center in Mumbai. At last, toy retailers and buyers will once again be able to meet toy manufacturers face-to-face and try out the new products. Christian Ulrich is very much looking forward to India’s biggest international B2B fair for toys, children’s products and sporting goods. He is Spokesman of the Executive Board of Spielwarenmesse eG (Germany) since July 2021. In the interview, he provides insights around the upcoming Kids India.

ES. What kind of developments do you see in India?

Christian Ulrich. India is a very exciting country. There are so many people there who just want to create something new, make plans for big visions and implement their ideas. These many parallel activities bring people so many opportunities for their personal development and for their business.

ES. Why did Spielwarenmesse eG decide to organize its own fair for toys in India?

Christian Ulrich. For the toy industry, India is one of the most dynamic markets in the world. The large number of children and young people and the increasing prosperity of the population mean a lot of growth potential for toy manufacturers and start-up companies. For an industry, an international trade fair in the country brings an intensification of both in-country and cross-country business activities. And we love to boost toy business.

ES. The first Kids India took place in 2013. Was Spielwarenmesse eG already active in the Indian market before?

Christian Ulrich. Indian companies have been taking part in the Spielwarenmesse (International Toy Fair) in Nuremberg for much longer. We have been working with the Indo-German Chamber of Commerce for our visitor service since September 1995. Today Tanu Aliwadi is our representative and contact person for trade visitors and exhibitors in India.

ES. And who exactly is behind Kids India?

Christian Ulrich. Spielwarenmesse India Pvt. Ltd., a subsidiary of Spielwarenmesse eG, is the organizer of Kids India. But the implementation is entirely in the hands of the Indo-German Chamber of Commerce. The team knows the Indian market very well to host a trade fair. All Indian participants appreciate having contacts they can work with in their home country.

ES. Why do you, on the part of Spielwarenmesse eG, attach so much importance to market proximity?

Christian Ulrich. It simplifies cooperation for everyone if neither time zones nor cultural customs have to be bridged. It is important to us that Kids India strikes the right note that picks up the vibrations of the market and generates resonance. To achieve this cultural fine-tuning exactly, the trade fair team needs very good contacts with the participants. After all, it’s the team which assess market developments accurately and, above all, know the needs of manufacturers and buyers. That is why we appreciate the cooperation with the IGCC.

ES. And what will Kids India 2022 offer toy professionals?

Christian Ulrich. A great reunion among market partners, an insight into current market developments and an overview of the latest toys that buyers can finally touch and try out again.

ES. What tip do you have for the players in the toy industry?

Christian Ulrich. After the interruption of the fair cycle due to the Covid 19 pandemic, it is very important for all manufacturers and buyers to join in 2022 and to re-establish or intensify their business contacts. Manufacturers participating in Kids India can start preparing now to maximize the success of the fair.

ES. What do you wish for the fair participants?

Christian Ulrich. I wish all toy professionals that the exchange at the JIO World Convention Center from 15 to 17 September will really drive business. Our colleagues from the IGCC will do everything to ensure that all exhibitors and visitors at Kids India have the best conditions for a successful trade fair participation.