Toy & Hobby China, taking place at the Shenzhen World Exhibition and Convention Center from April 7-9, is expanding its focus to reflect the changing manufacturers, according to Messe Frankfurt, organizers of the show.
Previously known as Toy & Edu China, for the 2025 edition of the show, the rebranded Toy & Hobby China will focus on trends, both in the show overall and in its newly announced Trendy Toy & Collectibles zone.
The move reflects the growing sophistication of the China toy market, which we’ve observed over the past several years. At last year’s show, it was remarkable to see how the evolution of licensing, coupled with creative innovation resulted in a slate of products that was truly impressive. It’s why we’ve been encouraging U.S. manufacturers or those with personnel in the region to stop by and see the excitement firsthand.
Moreover, according to Messe Frankfurt, China’s collectible toys retail market is experiencing rapid growth, with an expanding consumer base that is spending more per capita. This surge is also fuelled by the rise of the Chinese-dubbed ‘goods economy’ in China–a sector that includes designer toys, action figures, and IP merchandise such as pin badges, trading cards, blind boxes and IP collaborations inspired by anime, comics, games and novels (collectively known as ACGN).
With the goal of attracting more buyers, like MINISO and POP MART who have attended in the past, the rebranded Toy & Hobby China 2025 will integrate resources to showcase trendy and collectible toys targeting millennials to Gen Alphas. Located in Halls 14 and 16, the new Trendy Toys & Collectibles zone will feature a diverse range of products, including designer toys, blind boxes, garage kit figures, ball-jointed dolls, cotton dolls, and more from various cross-sector exhibitors.
Certainly retail checks in Hong Kong this January and in Shenzhen last year indicate the popularity and market potential for these kinds of goods. Furthermore as demand for expanded categories of retail, including the booming trend of claw machine arcades rises, China companies are a potentially effective partnership.
Making Attendance Easier
China has expanded its unilateral visa-free policies, now including 18 additional countries and increasing the permitted stay duration from 15 to 30 days. These favorable travel measures have already received a positive response from international buyers, drawing participation from around 30 countries and regions, such as Australia, Canada, Denmark, Ecuador, Germany, India, Malaysia, Russia, the UK, the US, and many others.
As part of the fair’s efforts to enhance overseas buyers’ sourcing experience, the business matching program will be available once again this year to help them match with tailored groups of exhibitors and pre-arrange onsite meetings. As a new add-on feature, the fair organizers will host an exclusive one-day city tour on Day 3 to visit local companies, factories, and retail points. Buyers will have the opportunity to connect directly with Guangdong’s business and production landscapes at the source, while gaining valuable insights and networking prospects. Invited international buyer groups and individual VIP buyers will also be able to source at the fair with a special buyer package with priority access.
Editor’s Note: Having participated in one of these tours in the past, I can’t recommend it highly enough as a way to understand the business.
Toy & Hobby China, Baby & Stroller China and Licensing China are organised by the Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co Ltd and Messe Frankfurt (HK) Ltd. For more information, please visit en.chinatoyfair.com, en.chinababyfair.com and licensing-china.com.
Toy & Hobby China, Baby & Stroller China and Licensing China
Date: April 7 – 9 2025
Open: 09:00 AM – 5:00 PM (Day 3 open to the public from Noon-3 PM)
Venue: Shenzhen World Exhibition & Convention Center, China
