Archives January 2025

Invitation to the Lecture: Misconceptions and Facts about the Children’s Board Game Market in China

Over the past seven years, we have witnessed the emergence of the children’s board game market in China, which has grown from virtually nothing and is now slowly being recognized by the wider public. However, the market is still far from being fully developed.

When we first entered this market in 2018, we realized that very few people even knew what “board games” were. We had to start by writing a series of blog articles to explain what board games are, why European families play them, and more.

We explored many approaches to spread awareness and develop the market. While we took some detours, we gained valuable insights that have proven successful to this day.

At the Toy Fair, I will share our experiences with you during a lecture(in German) on Saturday, 01.02.2025, at 11:00 AM in Hall 3A at the Toys Business Forum.

Throughout these years, we have encountered several misconceptions. Some were our own in the beginning, others came from our competitors, and still others often arise among European publishers, game designers, and illustrators.

In this lecture, I will address the 5 key “misconceptions” and present the corresponding “facts”:

  1. Misconception: China has a large population, so board games will certainly sell more than in Germany.
  2. Misconception: The Chinese board game market is still too weak, and almost no one knows about it. Therefore, it’s not worth investing.
  3. Misconception: European market strategies and sales models will work in China as well.
  4. Misconception: Educational board games are the most popular in China.
  5. Misconception: The most important part of localization is translation.

By comparing these misconceptions with the facts, you’ll gain a clearer understanding of the Chinese children’s and family game market. During the lecture, I will also share the practical and successful strategies we have implemented in China.

I look forward to meeting you at the Toy Fair – whether at my lecture or at our booth in Hall 10.1, B05!

Schüler Shines at CHINA TOY EXPO 2024

On 2024 Oct, we were in Shanghai attending the CHINA TOY EXPO, the largest toy fair in Asia.

Our booth featured a combination of retail store showroom displays, product showcases,online sales(especially live-streaming sales, we have built 3 live streaming rooms).

Have meetings with long-time partners, as well as discussions with new potential collaborators, helping us expand our sales channels. Most importantly, we had great success in promoting children’s board games, especially the excellent products from european publishers, to more Chinese families, which make a lasting impression on the exhibition attendees.

At the exhibition, ‘Hide and Peek Friends’ stood out as our key featured product. We created an enlarged model, which generated significant promotional impact.

Schüler’s first original children’s board game, “Bären Fluss,” was launched at the exhibition. Created by a German designer and illustrator, it breaks traditional publishing rules and offers a unique gaming experience. The innovative rotating placement mechanism means that the positioning of each card affects the overall layout, encouraging young players to engage their minds and think logically in a classic German-style board game!

 

 

 

SCHÜLER Expands its Presence at CBME China 2024

Shanghai, China – We are thrilled to have participated in the  China International Children, Baby and Maternity Industry Expo (CBME) in July 2024. As one of the leading trade fairs in the industry, CBME provided us with a fantastic opportunity to present our vision and passion for high-quality children-family board games.

Our booth attracted significant interest from industry experts, retailers, and media representatives, reaffirming our commitment to delivering engaging and educational play experiences for children. We were delighted to share our expertise and innovative approach with a global audience, demonstrating how our games contribute to children’s cognitive and social development.

CBME 2024 also allowed us to strengthen existing partnerships and explore new collaborations within the Chinese market. The event facilitated valuable networking opportunities and insightful discussions on the evolving landscape of educational toys and games. We are excited about the potential growth and opportunities that lie ahead.

Our presence at CBME China 2024 highlights our dedication to shaping the future of educational play. As we continue to expand and innovate, we remain focused on providing high-quality products that inspire and educate.