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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!

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!

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.

This year’s Essen Spiel board game exhibition is centered around the theme of “crowds.”

I was astonished right from the first day on Thursday, as some aisles were so congested that they were nearly impassable, with a multitude of people filling the space.

Anticipating a smooth subway ride in the morning, I was surprised to find the subway station crowded, with the queue extending to the stairs. People around me quickly took out their phones to capture this unusual and memorable sight.

Over the past three years, all the emotions are encapsulated in the “finally” of the title.

DICE CON board game exhibition, from August 25th to August 27th, 2023, at the Beijing Agricultural Exhibition Center.

Schüler  at A58.

The organizers of DICE CON this year are still following the trend of 2021, creating a dedicated children’s activity area, for kids and parents to play together (images from 2021 deeply engraved in our minds from the year we couldn’t be there in person).

This year, we have also prepared fun and visually appealing large-scale ground games (yes, ground!), and this time, we finally get to experience it together with everyone – online friends unite!