Forty Countries Walk Into a Toy Fair: What We Saw…And Why You Should be at the China Toy Expo
Picture a place where a robot builds a brick car, a plush animal wears a tiny astronaut helmet, and a grown adult is seriously debating the finish on a collectible figure. Now make it big. Really big. Welcome to the CTE China Toy Expo.
Big Doesn’t Quite Cover It
The 2026 show landed in Shanghai October 21 to 23 at the Shanghai New International Expo Center, with more than 2,700 exhibitors from 40 countries and regions. It shares the halls with the China Licensing Expo, China Kids Expo and China Preschool Expo, a mind-boggling four-in-one show spread across roughly 230,000 square meters. That was a lot of floor to cover, so I was strategic in my choice of footwear.
Organizers put attendance somewhere in the 90,000 to 100,000 range, depending on who is counting, and the buyer list reportedly spans more than 130 countries and regions. In all my years in the toy industry, this was my first time at this fair, and the scale, energy, and wide array of products was dazzling. In addition to the toys, there was a lot of exciting licensing potential as the demand for licenses continues to grow with the Chinese consumer. And, where else can you see an open Disney booth?
Two seemingly disparate areas were virtually side-by-side and provided a dramatic view of the range of the toy industry in 2026 going into 2027.
In one hall, the emphasis was on classic, plastic toys. Just walking around, it’s easy to see how the design sensibility of many Chinese companies has matured in recent years. These are toys delivered at excellent prices that are ready to play on the world stage.
A lot of emphasis was put on AI. Indeed, major floor space was dedicated to these types of products. The challenge, of course, is that many of the toys on display, noticeably plush designed to be interactive, would be unlikely to be sold in the U.S. While the application of technology in some cases was impressive, there are still issues of cost and safety that have yet to be fully addressed. We walked away from the show feeling that while AI can be impressive and while it will certainly find its way into toys, for now, our conclusion was “not yet.” This will, of course, be fascinating to watch as it unfolds.
Impressive Levels of Innovation
This is not a show where the industry stands still. The floor mixes classic kids’ toys with the booming world of trendy toys and collectibles for kidults. Add building sets, model kits, educational toys, and licensed characters, and you get a live preview of where play is headed next. The show also stages innovation showcases and trend-spotting events. While trend spotting is, at best, an inexact science (If it’s even a science at all. We tend to consider it more of an art, particularly since the major variables are the whims of kids.), you can see where companies are investing.
The Value of Attendance
1. The whole supply chain, in one building. Manufacturers, regional production clusters, and suppliers are all within a short walk of each other. A handshake across a booth beats a month of emails.
2. New faces you won’t meet elsewhere. Attendees often say this show surfaces exhibitors they don’t see at other toy fairs. Fresh suppliers and fresh ideas are the point of a trip like this.
3. Licensing under the same roof. With the licensing expo running alongside, you can explore character and brand partnerships without booking another flight. For brands looking to extend their IP, or hunting for the next big license, that is a rare convenience.
4. Trend radar. Seeing what Asia’s buyers, creators and fans are excited about, before it becomes a U.S. trend, is a competitive edge you can’t download.
5. A global audience for your own products. Exhibiting is not onlyabout buying. With buyers from every corner of the world walking the aisles, your booth is a launchpad to distributors and retailers you may never otherwise meet.
6. Relationships that outlast the badge. The best deals in this industry still start with a conversation, a sample on the table, and a shared laugh over a ridiculously over-engineered teddy bear, versions of which were in evidence.
Off-The-Floor Events
One of the key events of the three days was the 40th Anniversary gala. Devoted to celebrating the 40th anniversary of the China Toy & Juvenile Products Association (CTJPA). It was a dramatic evening honoring the people and the toys that have contributed to the Association’s growth and maturity.
The Association also produced a stunning book celebrating the anniversary and providing a unique glimpse into the development of the Chinese toy business over the past four decades.
A group of overseas attendees visited the Blokees factory for a tour, providing a fascinating glimpse of contemporary manufacturing practices.
And, on the last night, a gorgeous boat ride—and a trip to the top of the Oriental Pearl Radio and Television Tower—showed off Shanghai at its most beautiful.
If you haven’t already, make plans to be in Shanghai next October. We can’t wait to see what’s next!
