Game on! Toy & Edu China, Baby & Stroller China and Licensing China return in April 2024

To 2028. One factor contributing to this growth is the rising role of toy sales through e-commerce channels1. Located in Guangdong province, one of the primary toy production and export bases in China, Shenzhen is home to many e-commerce and trading businesses – creating a promising visitor base of targeted buyers for exhibitors at Toy & Edu China, Baby & Stroller China and Licensing China.


The city is also the most competitive manufacturing and trading base in the Greater Bay Area (GBA), according to the Standard Chartered GBA Business Confidence Index for the second quarter of 20232. As a core GBA city, Shenzhen continues to demonstrate its competitiveness by attracting a high volume of local industry players, cross-sector professionals, international manufacturers and traders to Toy & Edu China, Baby & Stroller China and Licensing China each year. With robust government support and its strategic geographic location, Shenzhen offers excellent accessibility for overseas and cross-regional companies attending this annual industry gathering that kicks off the sourcing season.

The hottest IPs from around the world in one place

Originally a licensing product zone within Toy & Edu China, Licensing China has grown to establish itself as a standalone fair since 2020, receiving significant recognition and attracting buyers from diverse fields such as toys, educational products, baby and maternity products, strollers, apparel, accessories, food and beverage, consumer electronics, stationery, theme parks, beauty products, retail and more. In its most recent edition, the returning Korean pavilion and the Korean IP Licensing Pitching Show successfully linked industry players from China and Korea onsite and fostered deeper and broader cooperation opportunities between the two groups. Welcoming its fifth edition next year, Licensing China will continue to provide a quality platform for suppliers to present their brands and products, while connecting them to their targeted buyers.


As an additional highlight this year, the ‘World of Play’ Summit will also be held concurrently with all three fairs. Influential association representatives and entrepreneurs from the toy, baby and licensing sectors around the world will be invited onsite to discuss global developments and trends during the summit.


Toy & Edu 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.