Until Saturday, professional visitors can explore the latest and most popular toys, collectibles, and baby products at the Shenzhen World Exhibition and Convention Center in Bao’an District. The final half-day of the three-day fairs will open to the general public.
Covering 130,000 square meters across six halls (Halls 11 to 16), the Toy & Hobby China, Baby & Stroller China, and Licensing China fairs are showcasing a wide array of toys, baby and maternity products, and licensed goods from over 1,400 exhibitors.
With a growing number of "kidults" willing to spend on their hobbies, the Trendy Toys and Collectibles zone — first introduced at last year’s fair — has doubled in size to occupy two halls this year, featuring 300 brands. Here, fans can find designer toys, blind boxes, garage kit figures, ball-jointed dolls, cotton dolls, and other trendy toys suitable for all ages.
Another highlight is the debut of the AI & Intelligent Toys Zone in Hall 11, reflecting the growing integration of AI into industries and daily life. Visitors will find not only plush toys, robots, and robotic dogs powered by AI, capable of understanding voice commands and interacting with players, but also building block sets that combine construction fun with voice interaction.
Fringe programs include seminars on trendy toys, licensing, AI adoption, e-commerce, and other hot topics, where industry leaders will share insights. Networking sessions will also help attendees discover business opportunities and build relationships. A curated tour on Day 3 will take overseas buyers to local factories and retail storefronts.
“This year’s fair has seen a growing number of participants from overseas,” said Wilmet Shea, general manager of Messe Frankfurt (HK) Ltd, co-organizer of the event.
“Overseas pre-registrations are up 127% year-on-year, reflecting growing traction for the shows and expanding opportunities for our exhibitors. Every year, we aspire to bring something fresh that may facilitate cross-sector growth," she said.
"This edition adds AI-focused features to prepare participants for what’s next in the world of play, while capitalizing on the potential of IP-driven markets. Responding to a fast-evolving industry and consumer preferences, our fairs aim to ease market entry, promote collaboration, and help brands stay ahead of emerging trends.”
Overseas exhibitors include quality suppliers and leading brands from Indonesia, Italy, South Korea, Spain, and the U.K. Two pavilions from South Korea and China’s Taiwan are bringing notable IPs and licensed merchandise to Licensing China. Several publishing houses are making their debuts at the show, which highlights high-profile sports and celebrity IPs.
Combined with the latest offerings at Baby & Stroller China — from lightweight, sustainable strollers to germ-resistant pacifiers — the three fairs have brought together impactful exhibitors from around the globe.
Buyers from 75 countries and regions have pre-registered, including seven delegations from Indonesia, Korea, Malaysia, Myanmar, the Philippines, China’s Taiwan, and Thailand. Notably, Licensing Magazine has brought major buyers such as CARIOCA (Italy) and RUBIKIU (Mexico) to source for Latin American and European markets.
Throughout the three-day fair, the Toy Award (Hall 11) and Hobby Award (Hall 12) display areas will showcase award-winning new toys and collectibles.
The three fairs are organized by the Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co., Ltd., and Messe Frankfurt (HK) Ltd.