Greater Bay Area Brand Licensing Industry Development Forum is returning! - More conference events at Licensing China

In addition to presenting promising opportunities, the show will awe and enthral you with a rich array of events and exclusive features over three days.

An overview of the fringe programme

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Licensing China press releases

3 Mar 2025

Trends in play: spotlighting market demands at Toy & Hobby China, Licensing China, and Baby & Stroller China

Shenzhen, 3 March 2025. One of the country's most dynamic and fast-growing markets, the Chinese-dubbed ‘goods economy’ has established a dazzling niche for itself among consumers of all ages. To unlock these new market opportunities, Toy & Hobby China and Licensing China, alongside Baby & Stroller China, will form a comprehensive hub highlighting the latest trends across the three interconnected industries, while delivering a seamless sourcing experience for global buyers. The concurrent fairs will take place from 7 to 9 April 2025 at Shenzhen World Exhibition & Convention Center, China.

16 Dec 2024

Future of play: Trendy Toy Zone to debut at Toy & Hobby China

Shenzhen, 16 December 2024. As playtime now encompasses a wider audience, the demand for trendy and collectible toys aimed at teenagers and ‘kidults’ is rising globally. In response to this market trend and as part of a broader rebranding initiative, the 37th Toy & Hobby China (formerly Toy & Edu China) will introduce an all-new Trendy Toy Zone, dedicated to spotlighting this dynamic segment. Next year’s show will take place alongside Baby & Stroller China and Licensing China, collectively the first comprehensive toy-related trading platform in mainland China as the industry enters its peak sourcing season. From 7 – 9 April 2025 at Shenzhen World Exhibition & Convention Center, the fair aims to foster interactivity and collaboration among global industry players in a high-potential market.

15 Jul 2024

New chapter in play! Toy & Edu China rebrands as Toy & Hobby China to capture fast-growing trendy and collectible toys segment

Shenzhen, 15 July 2024. Reflecting the Chinese toy market’s new emphasis on trendy, collectible toys – a segment that has seen phenomenal growth in recent years – the 37th Toy & Edu China will rebrand as Toy & Hobby China. With its aligned identity, the show is well-positioned to further fuel industry expansion, as China's trendy toy market is projected to surge at a 24% CAGR to over RMB 110 billion (USD 15.1 billion) by 2026[1]. From 7 – 9 April 2025 at Shenzhen World Exhibition & Convention Center, Toy & Hobby China, held concurrently with Baby & Stroller China and Licensing China, will serve as a launchpad for brands to harness business opportunities driven by China's rising generation of trendy toy consumers.

22 Apr 2024

It’s a wrap! Toy & Edu China, Baby & Stroller China, and Licensing China conclude with growing global engagement

Shenzhen, 22 April 2024. Aligned with the peak sourcing season, Toy & Edu China, Baby & Stroller China and Licensing China closed their doors after three days of innovative product showcases, trading, knowledge exchange and networking. The three concurrent events attracted 67,295 visitors from 70 countries and regions to the Shenzhen World Exhibition and Convention Center. From 8 – 10 April 2024, 1,420 exhibitors from seven countries and regions enthused global buyers with an overwhelming selection of exhibits. Once again, this annual event provided a comprehensive platform for the three industries to gather and explore business opportunities beyond borders.

1 Apr 2024

Toy & Edu China, Baby & Stroller China, and Licensing China open next week with international spotlight on over 1,400 exhibitors

Shenzhen, 1 April 2024. As the first comprehensive trading platform for the three industries following the Lunar New Year in China, buyers are gearing up to add new stock at the three concurrent fairs. Aligning with the traditional sourcing season, the shows offer a wide range of toys, educational products, maternity and baby products, as well as licensing and licenced products. Taking place again this year at the Shenzhen World Exhibition and Convention Center across four halls, the fairs will take centre stage next week from 8 – 10 April 2024, with a variety of brands in focus.

14 Mar 2024

High profile exhibitors to feature at upcoming Toy & Edu China, Baby & Stroller China and Licensing China

Shenzhen, March 2024. Fuelled by evolving consumer preferences and technological advancements, the toy, baby and maternity products, as well as licensing industries have witnessed significant growth and innovation in recent years. At the upcoming Toy & Edu China, Baby & Stroller China and Licensing China, over 1,400 premium exhibitors are set to unveil their latest offerings across the whole spectrum of these three industries. Featuring everything from educational products, to in-trend toys, baby and childcare essentials, and a variety of licensing and licensed products, the concurrent fairs will be held from 8 – 10 April 2024 at Shenzhen World Exhibition and Convention Center.

28 Dec 2023

Learn from fun: trending educational products in spotlight at Toy & Edu China, Baby & Stroller China and Licensing China

Shenzhen, December 2023. With a higher living standard for many families around the world, modern parents are willing to spend more on educational products that can facilitate their children’s development. Amidst the rising demand for educational products, China's leading platform for the industry is set to shine a spotlight on this thriving sector in its upcoming 2024 edition. Toy & Edu China, Baby & Stroller China and Licensing China will be held concurrently again at the Shenzhen World Exhibition and Convention Center from 8 to 10 April 2024.

2 Aug 2023

Game on! Toy & Edu China, Baby & Stroller China and Licensing China return in April 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 organisers 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.

18 Apr 2023

Toy & Edu China, Baby & Stroller China and Licensing China back in the game with 70,836 visitors

A 40% increase in visitor numbers compared to the 2022 editions has underscored a productive return to business for the three concurrent fairs, which successfully concluded on 9 April after a three day run at the Shenzhen World Exhibition and Convention Center. Taking place not long after the ease of China’s travel restrictions, the three fair’s attracted participants from all over the world to meet with over 1,400 exhibitors from six countries and regions onsite, once again reflecting the leading position that these fairs occupy in their respective industries.

31 Mar 2023

Toy & Edu China, Baby & Stroller China and Licensing China: strong visitor traffic expected at next week’s trio of fairs

As the first series of fairs held in mainland China for the toy, maternity & baby, and licensing industries after the reopening of borders in the country, organisers are expecting an increase in visitors returning to the fairground. Buyers will be able to source the latest products across 130,000 sqm of exhibition space at the Shenzhen World Exhibition and Convention Center from over 1,400 exhibitors representing six countries and regions. Toy & Edu China, Baby & Stroller China and Licensing China will be opening their doors from 7 to 9 April 2023.

6 Mar 2023

Toy & Edu China, Baby & Stroller China and Licensing China prepare to fast track global buyers to sourcing success

A recent report has predicted that China's economic activities will begin to near pre-pandemic levels by the end of the first quarter of 2023[1]. Globally speaking, this is good news. As supply chain disruption and travel restrictions ease, worldwide buyers will once again have the opportunity to find quality products at affordable price points at upcoming trade fairs, including Toy & Edu China, Baby & Stroller China and Licensing China. The fairs will be held jointly at the Shenzhen World Exhibition and Convention Center from 7 to 9 April 2023.

17 Nov 2022

Toy & Edu China, Baby & Stroller China and Licensing China to meet industry wide demand for IP toys at upcoming edition

Toys associated with IP (intellectual property) and e-commence have been two of the most hotly discussed topics within the consumer goods industry over the past few years. In China, e-commerce sales of toys increased by 8.8% to USD 1.3 billion in the first quarter of 2022 year-over-year, while sales of licensed toys saw an increase for over 14%[1]. In view of these trends, the organisers of Toy & Edu China, Baby & Stroller China and Licensing China will facilitate the industry to exchange resources across these respective business fields in the coming 2023 edition. The fairs are set to return from 7 to 9 April at the Shenzhen World Exhibition and Convention Center.

28 Sep 2022

Toy & Edu China, Baby & Stroller China and Licensing China return in early April to meet surging demand

The dates are set: south China’s leading trade fairs for toys, baby and licencing products will return to the Shenzhen World Exhibition and Convention Center next year from 7 to 9 April. The fairs will again form an all-in-one platform for businesses from these three interrelated industries to connect and establish cooperation amid positive signs in the Chinese toy market, which is showing steady growth and development that is expected to continue into the long term.

25 Aug 2022

Toy & Edu China, Baby & Stroller China and Licensing China conclude with positive results amid economic recovery

The trio of major events wrapped up last week after attracting some 50,437 buyers through the doors during the three-day show period from 18 to 20 August. In a much needed confidence booster for the consumer goods sector, the fairs gathered 1,326 exhibitors from 9 countries and regions at the Shenzhen World Exhibition & Convention Center to present an impressive selection of premium products in the toy, baby and licencing industries for enthusiastic buyers to source onsite. The digital platform, ‘E-connect 360’, was also deployed to help worldwide businesses and buyers connect online during and after the fairs.

15 Aug 2022

Toy & Edu China, Baby & Stroller China and Licensing China open this week showcasing products from over 1,000 exhibitors

With online sourcing options supplementing the in-person fair, buyers from around the world are gearing up to source from a wide range of domestic and international exhibitors for toy, baby and licensing products at this week’s Toy & Edu China, Baby & Stroller China and Licensing China. The three concurrent fairs will open their doors from 18 – 20 August 2022 at the Shenzhen World Exhibition & Convention Center.

22 Jul 2022

Toy & Edu, Baby & Stroller and Licensing China postponed by two weeks to 18 – 20 August 2022

The popular trio of Shenzhen fairs, originally scheduled to take place concurrently from 5 – 7 August, have been pushed back by two weeks following a recent increase in Covid-19 cases in the city, which the local government is moving quickly to contain. The rescheduled fairs will remain at the same venue, the Shenzhen World Exhibition & Convention Centre.

18 Jul 2022

Toy & Edu China, Baby & Stroller China and Licensing China will offer a seamless hybrid experience to buyers

In less than one month, Toy & Edu China, Baby & Stroller China and Licensing China are set to welcome over 1,000 exhibitors to the Shenzhen World Exhibition & Convention Center from 5 – 7 August 2022. The fairs will continue be held in a hybrid format to allow participants a more flexible participation in these leading industry events. Global industry players can access the resources of all three fairs through the ‘E-connect 360’ platform, which has been extended this year to better serve the industry, while local fairgoers can join a comprehensive series of forums and networking events onsite.

11 Apr 2022

Toy & Edu China, Baby & Stroller China and Licensing China set new dates for August

In light of the evolving pandemic situation across China, Toy & Edu China, Baby & Stroller China and Licensing China will now be held from 5 – 7 August. The three shows will still take place at the Shenzhen World Exhibition & Convention Centre to provide an invaluable business trading hub for the toy, baby product and licensing industries.

4 Apr 2022

‘E-connect 360’ now launched for global sourcing ahead of rescheduled Toy & Edu China, Baby & Stroller China and Licensing China

Global industry players from the toy, baby product, and licensing sectors can now tune in digitally on ‘E-connect 360’ to access a series of online exhibition services ahead of the physical fairs in early May. To complement the in-person event, the returning virtual platform facilitates industry communication and knowledge sharing, presenting children-related sectors with a gamut of new business opportunities in the digital realm.

25 Feb 2022

Toy & Edu China, Baby & Stroller China and Licensing China moved to May 2022

The three Shenzhen based shows, Toy & Edu China, Baby & Stroller China and Licensing China will now take place from 5 – 7 May 2022. The show dates have been pushed back from their original dates at the end of next month, in order to support pandemic containment efforts. The fairs will still take place at the Shenzhen World Exhibition & Convention Center.

23 Nov 2021

Social commerce opportunities abound at 2022 hybrid Toy & Edu China, Baby & Stroller China and Licensing China fairs

Fuelled by the pandemic, social commerce is all the rage in China, providing businesses with more opportunities to unlock the potential the country’s consumer market has to offer. Toy & Edu China, Baby & Stroller China and Licensing China will continue to incorporate digital elements to the in-person fairs to create a hybrid event with a strong focus on online prospects. The fairs will take place from 30 March to 1 April 2022 at the Shenzhen World Exhibition & Convention Center.

21 Jul 2021

Toy & Edu China, Baby & Stroller China and Licensing China to reveal new market opportunities next March

China remains the world’s second-largest market for toys despite the impact of the COVID-19 pandemic, and the strong rebound in the country has made Toy & Edu China, Baby & Stroller China and Licensing China key platforms for winning back business as well as identifying market developments. Following the rise of new retail trends and shopping habits, the three concurrent fairs are set to return to the Shenzhen World Exhibition & Convention Center from 30 March to 1 April 2022, allowing global industry players to further capture post-pandemic opportunities in the country.

9 Apr 2021

Industry future looks bright as Toy & Edu China, Baby & Stroller China and Licensing China concluded last week

The concurrent Toy & Edu China, Baby & Stroller China and Licensing China fairs confirmed the strong optimism in these three domestic sectors, following a successful three-day run at the Shenzhen World Exhibition & Convention Center last week. The fairs saw a substantial increase in visitors from last year, with 82,481 buyers (2020: 61,553) connecting with 1,413 exhibitors from 13 countries and regions from 30 March to 1 April. Online solutions were also available on the ‘E-connect 360’ digital platform to engage global industry players.

25 Mar 2021

Next week’s Toy & Edu China, Baby & Stroller China and Licensing China to welcome over 1,400 exhibitors

As the fairs draw near, the online platform for Toy & Edu China, Baby & Stroller China and Licensing China is already live, allowing global industry players to enjoy a series of web-based services leading up to the fairs’ opening. The events from 30 March to 1 April will host over 1,400 exhibitors from 13 countries and regions, with many looking to take advantage of the regional market’s opportunities across a 130,000 sqm gross exhibition space at the Shenzhen World Exhibition & Convention Center.

19 Jan 2021

Digital platform to support Toy & Edu China, Baby & Stroller China and Licensing China in March

Against the backdrop of the COVID-19 pandemic, Toy & Edu China, Baby & Stroller China and Licensing China will continue to offer a hybrid fair experience with an integrated digital platform ‘E-connect 360’ in order to support toy, baby product and licensing players across the globe in exploring business opportunities in China. The virtual marketplace will go hand in hand with the physical fairs, which will be held from 30 March to 1 April 2021 in Shenzhen.

1 Dec 2020

Positive outlook in the toy market: Toy & Edu China, Baby & Stroller China and Licensing China support industry recovery

The strong Chinese toy market has seen signs of recovery following the worldwide COVID-19 disruption. As South China’s leading trade platform for their respective industries, Toy & Edu China, Baby & Stroller China as well as Licensing China, are set to further help industry players reconnect and rebound. The next edition will be held at the Shenzhen World Exhibition & Convention Center from 30 March to 1 April 2021, along with a number of digital solutions to provide more business opportunities to onsite and virtual participants.

10 Aug 2020

Toy & Edu China and Baby & Stroller China returned alongside debut Licensing China, welcoming 61,553 visitors

Held at the brand-new Shenzhen World Exhibition & Convention Center, Toy & Edu China, Baby & Stroller China and Licensing China hosted 1,321 exhibitors from eight countries and regions across seven halls (140,000 sqm), whilst 61,553 visitors attended. Together, the fairs including the debut edition of Licensing China, presented a one-stop sourcing platform for industry players looking to reconnect and get back on track, following the months-long disruption to industry events and trade fairs.

3 Aug 2020

Toy & Edu China, Baby & Stroller China and Licensing China to open this week with over 1,300 exhibitors

From 6 – 8 August, Toy & Edu China, Baby & Stroller China and the debut edition of Licensing China will host over 1,300 exhibitors from eight countries and regions across a 140,000 sqm gross exhibition space, at the brand-new Shenzhen World Exhibition & Convention Center. Besides offering opportunities to explore the South China market, the fairs will provide much-needed support to help industry players weather the COVID-19 pandemic.

12 Jun 2020

August 2020 date confirmed for postponed Toy & Edu China, Baby & Stroller China and Licensing China fairs

Messe Frankfurt’s rescheduled Toy & Edu China, Baby & Stroller China and Licensing China fairs will now take place from 6 – 8 August 2020 in the southern city of Shenzhen. Originally scheduled to be held in March, the three fairs were postponed earlier in the year due to the coronavirus outbreak. They will take place in the brand-new Shenzhen World Exhibition & Convention Center.

23 Apr 2020

Toy & Edu China, Baby & Stroller China and Licensing China postponed following government directive

As a result of an announcement from the Chinese government on 8 April that all large-scale events, including exhibitions, should not take place, the organisers of Toy & Edu China, Baby & Stroller China and Licensing China have decided to further postpone the fairs until later in 2020. Originally scheduled to be held in March, then rescheduled to late May when the Guangdong provincial government issued guidelines for businesses to resume, the three fairs will now take place in Shenzhen at a date still to be determined.

23 Mar 2020

Toy & Edu China, Baby & Stroller China and Licensing China rescheduled to May 2020

Originally scheduled for March, the three toy, baby product and licensing fairs were postponed ahead of growing concerns surrounding the COVID-19 outbreak. As the Office for the Novel Coronavirus Control and Prevention Unit of Health Commission of Guangdong Province has now released a set of guidelines for businesses to resume, the new fair dates have now been confirmed. Extra onsite precautions will also be taken by the organisers. The fairs will take place as originally planned at the brand-new Shenzhen World Exhibition & Convention Center, from 25 – 27 May 2020.

31 Jan 2020

Messe Frankfurt postpones its Toy & Edu, Baby & Stroller and Licensing China fairs

Originally scheduled to be held from 6 – 8 March 2020 in Shenzhen, the three fairs will now take place at a future date which will be announced in due course. The postponement follows a recent notice by the Guangdong Province Department of Commerce to suspend all large-scale events due to the Novel Coronavirus outbreak.

13 Dec 2019

Messe Frankfurt toy fair donates children’s products to Macau charity

Following steady growth, Messe Frankfurt’s three concurrent fairs Toy & Edu China, Baby & Stroller China and the new Licensing China will relocate to Shenzhen in 2020, riding on the Greater Bay Area’s strong momentum. While enjoying greater regional influence, the fairs also look to support local social initiatives. Messe Frankfurt partnered with Nam Kwong Culture and Creativity Industry to donate items to a local charity in Macau on 13 December 2019, as this year the key city of the Greater Bay Area celebrates the 20th anniversary of its handover to China.

20 Nov 2019

South China’s leading toy and baby fairs relocate to Shenzhen in 2020 and explore Greater Bay Area

Organised by Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co Ltd and Messe Frankfurt (HK) Ltd, Toy & Edu China and Baby & Stroller China have a long history playing an active role in the trade exchange between Chinese and overseas businesses. A press conference was held in Shenzhen on 20 November to announce the relocation of the two fairs from Guangzhou to Shenzhen World Exhibition & Convention Center, along with the new fair Licensing China, from 6 – 8 March 2020.

6 Nov 2019

Branding and reputation key to success at Baby & Stroller China

When it comes to baby products, consumer trust is highly important. In China, where the market scale for maternity and baby products increases by an estimated 15% per year, branding is an important indicator of quality and safety. Baby & Stroller China is the first baby fair in Mainland China to be held in the first quarter of the year, and is recognised by international suppliers and Chinese trade buyers as the ideal platform to interact, discover the latest innovative products, and place orders. The fair will be held concurrently with Toy & Edu China and the new fair Licensing China from 6 – 8 March 2020, and will relocate from Guangzhou to Shenzhen.

15 Oct 2019

New fair Licensing China launches alongside Toy & Edu China and Baby & Stroller China

The highly praised licensing product zone in Toy & Edu China, Licensing China, has upgraded to become an individual fair. It will be held concurrently with Toy & Edu China and Baby & Stroller China at the new venue, the Shenzhen World Exhibition and Convention Center. The fairs will take place from 6 – 8 March 2020, an earlier date to capture the full potential of the main sourcing season in China, after Chinese New Year.

15 Aug 2019

South China’s strongest toy fair returns with new date, new location and additional concurrent fair

This year has seen an exciting period of growth for Toy & Edu China and the concurrent Baby & Stroller China. Thanks to continuous growth, the fairs will relocate from Guangzhou to the brand-new Shenzhen World Exhibition & Convention Center, the world’s largest exhibition venue, from 6 – 8 March 2020. What’s more, a new concurrent fair, Licensing China, will be launched to capture the respective potential. Formerly a product zone in Toy & Edu China, Licensing China is expected to accommodate over 100 domestic and international licensors and agencies.

23 Apr 2019

Successful industry exhibitions Toy & Edu China and Baby & Stroller China set to relocate to Shenzhen in 2020

2019 marked another successful year for Toy & Edu China and the concurrent Baby & Stroller China, with Toy & Edu China renamed this year to reflect the opportunities in the growing educational market in China. The three-day fairs attracted 7% more visitors than the 2018 edition, with a total of 60,508 visitors from 66 countries and regions (2018: 56,549) attending the shows. The positive feedback received from both exhibitors and visitors provides a solid foundation for the show’s relocation to Shenzhen in 2020.

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