Wie ist die Umfrage entstanden?

Auf der Spielwarenmesse 2026 in Nürnberg, in rund 100 Standgesprächen durch 321.live-Gründer Jan Fechner. Keine repräsentative Studie, sondern ein Stimmungsbild aus direkten Gesprächen mit Ausstellern.

Funktioniert Live Shopping für Spielzeug wirklich?

Großbritannien liefert den Beweis. Toy-Händler wie TOYS TOYS TOYS UK erreichen mit Lives über eine Million Likes und verkaufen im Minutentakt, TikTok nahm den Händler in seine Discover List auf. Spielzeug ist vorführbar, sammelbar und emotional, die perfekte Live-Kategorie.

Was sollte eine Spielwaren-Marke als Erstes tun?

Mit einem Test anfangen, bevor der Wettbewerb aufwacht. Eine einzelne produzierte Live Session zeigt in wenigen Wochen, ob Produkt und Format zusammenpassen. Studio, Host und Regie stehen bei 321.live bereit.

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Insights · August 2026 · 6 min · Own survey

90 percent have no plan. Our TikTok survey at the toy fair.

At Spielwarenmesse 2026 in Nuremberg our founder Jan Fechner went from booth to booth asking exhibitors a single question. What are you planning with TikTok Shop and live shopping? The answers were sobering. Nine out of ten companies did not have the topic on their 2026 plan at all.

Exhibition hall of Spielwarenmesse 2026 in Nuremberg from above — Full halls in Nuremberg. Asked about TikTok, mostly silence.

The question was simple. So were the answers.

Around 100 conversations at booths from plush to water blasters, from family business to license giant. The result fits in three lines.

Not a representative study, but a clear snapshot. Around 100 booth conversations, three answers.

90 percent wave it off. Five percent are thinking about looking into it. Five percent have tried it or use it actively. In other words, in the category with the most demonstrable products in the world, the channel is practically unclaimed.

Jan Fechner, founder of 321.live, at the tonies booth at the toy fair — Jan Fechner, founder of 321.live, at the tonies booth. Strong brands, busy booths, mostly shrugs when asked about TikTok.

Jan Fechner with a large blue hand puppet at a trade fair booth — Hand puppets with built-in personality. Born live products, still without a broadcast slot.

Meanwhile in the UK. Selling by the minute.

While German manufacturers wave it off, toys has long been a live commerce category in the UK. Retailer TOYS TOYS TOYS UK celebrated its first joint live with distributor DKB Toys with 1.1 million likes and orders by the minute, quote from their own recap, “order after order”.

Recap of a TikTok Live by TOYS TOYS TOYS UK with DKB Toys, 1.1 million likes and flash sale — 1.1 million likes in one show. The flash sale keeps running during the thank-you post.

TikTok itself celebrates the category. The retailer was included in the British Discover List and unboxes the box in its own store on camera. The very list, by the way, whose German counterpart is still missing, which is why we curated one ourselves.

TOYS TOYS TOYS UK unboxing the TikTok Discover List box in the store — TikTok sends the toy retailer its Discover List box right into the store.

LinkedIn post by DKB Toys on the UK launch of Puremind at HMV — Distributor DKB launches new brands into retail in parallel. Live and shelf play together.

And the format scales internationally. CubiToy broadcasts brick-toy lives with flash sales, queue feeling and daily ranking, a viewer counter and a countdown are enough for constant buying pressure.

CubiToy TikTok Live with a flash sale on a brick figure — Flash sale at CubiToy. 75 percent off, countdown, buy button. The mechanics need nothing more.

Why toys and live belong together.

Toys are the born live category. The blind build in front of the camera, the marble run that collapses live and rises again, the plush that gains a personality. Parents buy what they see working, and collectors buy what is about to run out. All of that happens in the stream, none of it on a product page. The mechanics are in our Kids & Toys category profile.

Alexander Schroer of ARTVEL Studios at the Spyra booth at the toy fair — Alexander Schroer of ARTVEL Studios, our close production partner, at the Spyra booth. Water blasters are a perfect live format.

What the 90 percent should know now.

The window is a gift. If 90 percent of the industry is asleep, the category belongs to the first five percent. The UK shows how fast that closes.
The entry is smaller than you think. A produced live session tests product and format within weeks, without your own studio and without your own hosts.
The system is documented. From product selection to review, it is all in our playbook, free, 29 pages.

FAQ

How was the survey conducted?

At Spielwarenmesse 2026 in Nuremberg, in around 100 booth conversations by 321.live founder Jan Fechner. Not a representative study but a snapshot from direct conversations with exhibitors.

Does live shopping really work for toys?

The UK delivers the proof. Toy retailers like TOYS TOYS TOYS UK reach over a million likes per live and sell by the minute, TikTok included the retailer in its Discover List. Toys are demonstrable, collectible and emotional, the perfect live category.

What should a toy brand do first?

Start with a test before the competition wakes up. A single produced live session shows within weeks whether product and format fit. Studio, host and control room are ready at 321.live.