As the growth of licensing in various sectors worldwide continues to grow, the Licensing China show is responding to the market in a big way. Held in Shenzhen from April 9-11, and running concurrently with Toy & Hobby China and Baby & Stroller China, the 2026 show will feature more than 600 IPs, ranging from brands and characters to art, according to show organizers Messe Frankfurt.
Considered South China’s first major sourcing event of the year, the growing exhibitor roster for Licensing China features international companies in animation, art, film and TV, and sports, among others. Wilmet Shea, general manager of Messe Frankfurt noted, “Since its inception, Licensing China has expanded to include a wide variety of high-demand categories, including brands, celebrity, and sports to culture, art, and entertainment licensing, as well as licensed products. This reflects the fair’s effectiveness at adapting to global market needs to the advantage of its unique participants. In 2026, the fair is set to create even more value, and will welcome a diverse visitor base which further supports the growth of the toy and baby sectors.”
In anticipation of the 2026, the show also debuted a new logo, which the organizers say is designed to highlight the show’s role as “a convergent hub that brings together diverse industry players and displays the full spectrum of licensing potential.” In addition, the organizers add the new identity underscores the growth of the show both independently and through cross-sector collaboration with the concurrent shows.
To put this in perspective–and to reinforce the potential for licensing in South China, Asia, and worldwide, Messe Frankfurt cited statistics from Licensing International, noting that European brand licensing was valued at $79.3 billion US in 2024and that licensed sales have also
been on the rise throughout the continent. Particularly impressive was the 14 percent licensed
toys growth rate in EU5 (France, Germany, Italy, Spain, and the UK) in 2025, twice the
pace of their overall toy market.
Meanwhile, in the vast Chinese market, according to research by the Hong Kong Trade Development Council (HKTDC) showed that licensed merchandise sales experienced a 10.7 percent increase in 2024, with 63.4 percent of survey respondents expressing their willingness to increase licensed product spending in 2025. Driving this growth, of course, has been the rise of the Kidult market, collectibles, and the general art plush category, which is also boosting the toy 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, buyer programs, and registration, visit:
Licensing China
Toy & Hobby China
Baby & Stroller China
Logos and featured image courtesy of Messe Frankfurt.
Other photos by Christopher Byrne
