Toy & Edu China Is Back, Be There April 8-10, 2024

Bolstered by a significant 40% increase in visitors at the recently concluded 2023 shows, optimism is high for the continued recovery of the toy, baby, and licensing industries. With inquiries about the 2024 editions already pouring in from industry players both at home and abroad, the organizers have announced brand-new editions under the theme of “Greater Bay, greater play” to better equip the industry to make a head start in the new trading season.

Taking place at the Shenzhen World Exhibition and Convention Center from 8 to 10 April 2024, Toy & Edu China, Baby & Stroller China, and Licensing China will return as the first comprehensive trade fairs held in mainland China next year for toys, educational products, baby and maternity goods, as well as the trendiest IP and licensing products.

Ms. Wilmet Shea, General Manager of Messe Frankfurt (HK) Ltd, expressed: “Attracting 1,400 exhibitors and 70,836 buyers to the 2023 fairs, we successfully provided a much-needed platform at the right time earlier this year for the industry to reconnect and engage during this critical period. Compared to recent years, we saw strong growth in international participation at the 2023 editions. We were particularly delighted to welcome overseas delegations on site, many of whom have already shown interest in returning next year. Most pleasingly, the physical fair helped many international brands expand their exposure to the local Chinese market. As the global economy stabilizes and cross-border travel resumes, we expect to see more international fairgoers joining in 2024.”

Ms. June Wu, Marketing Manager, Deyi (Ningbo) Brand Management & Development Co Ltd, which represents the American toy brand TY, also gave positive feedback on the 2023 show: “This is our first time exhibiting at Toy & Edu China since the Chinese border reopened. Not only did we reconnect with our regular clients, but we also established connections with many new customers. Within a day, we received numerous orders accompanied by deposits from different channels.”

Linking three industries with the world

A recent report indicates that the global toy market value is expected to reach USD 152.41 billion by the end of 2028, up from USD 109.25 billion in 2022, growing at a CAGR of 6.10% from 2024 to 2028. One factor contributing to this growth is the rising role of toy sales through e-commerce channels[1]. Located in Guangdong province, one of China’s primary toy production and export bases, Shenzhen is home to many e-commerce and trading businesses – creating a promising visitor base of targeted buyers for exhibitors at Toy & Edu China, Baby & Stroller China and Licensing China.

Shenzhen is also the most competitive manufacturing and trading base in the Greater Bay Area (GBA), according to the Standard Chartered GBA Business Confidence Index for the second quarter of 2023[2]. As a core GBA city, Shenzhen continues demonstrating its competitiveness by attracting a high volume of local industry players, cross-sector professionals, international manufacturers, and traders to Toy & Edu China, Baby & Stroller China, and Licensing China each year. With robust government support and its strategic geographic location, Shenzhen offers excellent accessibility for overseas and cross-regional companies attending this annual industry gathering that kicks off the sourcing season.

The hottest IPs from around the world in one place

Originally a licensing product zone within Toy & Edu China, Licensing China has grown to establish itself as a standalone fair since 2020, receiving significant recognition and attracting buyers from diverse fields such as toys, educational products, baby and maternity products, strollers, apparel, accessories, food and beverage, consumer electronics, stationery, theme parks, beauty products, retail and more. In its most recent edition, the returning Korean pavilion and the Korean IP Licensing Pitching Show successfully linked industry players from China and Korea onsite and fostered deeper and broader cooperation opportunities between the two groups. Welcoming its fifth edition next year, Licensing China will continue to provide a quality platform for suppliers to present their brands and products while connecting them to their targeted buyers.As an additional highlight this year, the “World of Play” Summit will be held concurrently with all three fairs. Influential association representatives and entrepreneurs from the toy, baby, and licensing sectors worldwide will be invited onsite to discuss global developments and trends during the summit.  

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

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