Greetings from Shanghai; home of the China Toy Expo


Richard Gottlieb – Shanghai

I am  now in Shanghai where the China Toy Expo, China Kids Expo and Brand Licensing trade shows will take place this week.  This is my second year attending what is billed as the largest toy trade show in mainland China.  I am here to report on the event as well as to join my team at China Ready in assisting our western clients to enter the Chinese consumer marketplace.

Why I like this show is that it is aimed at the Chinese domestic market.  It is fascinating to consider the potential opportunities afforded by a population of over a billion people. 

Hosted by the China Toy & Juvenile Products Association (TJPA), last year’s show saw over 1,000 exhibitors and in access of 3,800 booths.  I am told that, this year, buyers from Wal-Mart, Toys R

Us, Dollar Tree, Carrefour, Bartl GmbH and the Marko Company are expected to attend.  Surprisingly, there were very few Western companies exhibiting or attending last year.  It will be interesting to see if that changes this year.

If you are attending this show, please write in and let us know your experiences.  I will continue to report back once the show opens.


4 thoughts

  1. Once Western manufacturers exhibit the product, Chinese immediately knock it off.
    It doesn’t make sense to exhibit there and to be exposed like this.

  2. Hi
    I live in the US and would love to know if you may know of a good, reputable plush toy manufactuer in China. Looking to work on my baby toy/idea..and they are just a few US plush toy manufactuers and would love to know of a good one in China that tests their products to make sure they pass all regulations esp for the US.. Thank you

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