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About Licensing China

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Licensing China was originated from the “Animation and Character Licensing Zone” within Toy and Edu China. Toy & Edu China and the concurrent Baby & Stroller China were the well-established toy and baby product fairs in South China. In response to the expanding of exhibition space and growing number of branded exhibitors, the organisers decide to relocate the three trade fairs to Shenzhen in 2020. The three concurrent trade fairs cover different types of licensing IP, a wide range of toys and baby products.

Facts & figures

Exhibition date 30 March - 1 April, 2022
Exhibition venue

Shenzhen World Exhibition & Convention Center

No. 1 Zhancheng Road, Fuhai Street, Bao’an District, Shenzhen, China (Google map)

Exhibition space 130,000 sqm (2021)
Number of visitors 82,481* (2021)
Number of exhibitors 1,413 from 13 countries and regions* (2021)

* included figures of 12th Baby & Stroller China and 33rd Toy & Edu China

Product groups

Product groups
  • Animated character licensing
  • Brand licensing
  • Celebrity licensing
  • Culture & art licensing
  • Licensed products
  • Sporting licensing

Visitor profile

Visitor profile

Visitors' business nature

  • Licensee
  • Retailer
  • Online shop owner
  • Brand owner
  • Licensing agent
  • IP service institution
  • Media

Visitors' interests by product groups

  • Toys
  • Apparel
  • Fashion accessories
  • Stationery & publication
  • 3C product
  • Housewares & home textile
  • Cultural tourism (Hotel & theme park)
  • Game development
  • Animation and movie
  • Maternal and baby products

Take part in Shenzhen International Licensing & Licensed Product Fair