Toy & Edu China, Baby & Stroller China and Licensing China prepare to fast track global buyers to sourcing success [Ad]

A recent report has predicted that China’s economic activities will approach pre-pandemic levels by the end of the first quarter of 2023[1]. Globally speaking, this is good news. As supply chain disruption and travel restrictions ease, worldwide buyers will again have the opportunity to find quality products at affordable price points at upcoming trade fairs, including Toy & Edu China, Baby & Stroller China, and Licensing China. The fairs will be held jointly at the Shenzhen World Exhibition and Convention Center from 7 to 9 April 2023.

As the world’s second-largest economy, China’s most recent Covid-related relaxation policies have significantly impacted global business sentiment. At the same time, the country, well-known for manufacturing cost-effective goods, has recently focused on increasing its competitiveness with more secure local supply chains. Undoubtedly, China remains a must-visit hub for global buyers to find products and source them directly from globally competitive manufacturers.

To help buyers get a head start in their sourcing for toys, maternity and baby products, as well as licensing and licensed goods in China, the concurrent fairs Toy & Edu China, Baby & Stroller China, and Licensing China will allow industry players to meet physically, to stimulate the recovery of these three industries further.

Here are a few reasons why fair participants will find value in Shenzhen this April.

Wide turnout from qualified industry players

At this edition, the show’s organizers have put special efforts into attracting a variety of buyers from different channels and backgrounds. These include professionals from chain boutiques, educational institutions, gift stores, indoor and outdoor parks, playgrounds, bookstores, convenience stores, and many more.

Buyers from the e-commerce sector also play an essential role in the fair’s participant pool, as an emerging sector that has boomed over the years and led to high sourcing demand for toy and baby-related goods. The organizers have invited buyer delegations from different channels to the fairs, specifically fast-growing online e-commerce platforms, enterprises, and decision-makers from multi-channel networks’, such as Keychron and Mi Home, to name a few. They have also arranged Industry-specific promotions across social media channels targeting local and overseas buyer groups.

High-profile exhibitors and premium products

Buyers can also find their desired products from a mix of big industry names at this one-stop and cross-sector platform. Here are some of the featured exhibitors, brands, and pavilions that visitors should not miss:

· Toy & Edu China: Everite, Hape, Maisto, MIC-O-MIC, Theo Klein, TY

· Baby & Stroller China: Zhili’s Children Fashion Pavilion

· Licensing China: Alexander the Fat Tiger, Le Petit Prince, Milo Pororo the Little Penguin, and Sesame Street 

Fringe program to keep participants ahead of the market

Besides the exhibiting areas, concurrent industry conferences, seminars, and forums are always popular among visitors. At the upcoming 2023 edition, several new events are scheduled to address rising industry topics, such as the Livestreaming E-commerce Conference supported by the Guangdong Association of Livestreaming E-commerce, and the STEAM Products and Education Innovation Forum (61Learn).

Elsewhere, the Greater Bay Area Brand Licensing Industry Development Forum will return to Licensing China to explore development and growth strategies in the post-pandemic era.

Those who cannot visit the three fairs in person can still source via the official ‘E-connect 360’ digital platform to proactively connect with onsite suppliers and search for the latest products. As part of the platform, the AI-powered business matching program connects users with the most suitable business counterparts.

More details about visiting the physical and virtual fairs can be found here.

Toy & Edu China, Baby & Stroller China, and Licensing China are organized by the Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co Ltd, and Messe Frankfurt (HK) Ltd. For more information, please visit:

•        Toy & Edu China

•        Baby & Stroller China

•        Licensing China

Background information on Messe Frankfurt

The Messe Frankfurt Group is one of the world’s leading trade fair, congress, and event organizers with their exhibition grounds. With a workforce of 2,200* people at its headquarters in Frankfurt am Main and in 28 subsidiaries, it organizes events worldwide. Group sales in financial year 2022 were around €450 million*. We serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations, and Services business fields. One of Messe Frankfurt’s key strengths is its powerful and closely-knit global sales network, covering 180 countries in all regions. Our comprehensive range of onsite and online services ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organizing, and running their events. We are using our digital expertise to develop new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel, and food services. Sustainability is a central pillar of our corporate strategy. Here, we strike a healthy balance between ecological and economic interests, social responsibility, and diversity.

For more information, please visit our website at: With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent). For more information, please visit our website at:

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