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

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.

As the world’s second largest economy, China’s most recent Covid-related relaxation policies have had naturally a big impact on global business sentiment. At the same time, the country, well-known for manufacturing cost-effective goods, has recently focused on increasing its competitiveness with more secure local supply chains. Without a doubt, China remains a must-visit hub for global buyers to find products and source them directly from globally competitive manufacturers.

In order to help buyers get a head start in their sourcing for toys, maternity and baby products, as well as licensing and licensed goods in China, the concurrent fairs Toy & Edu China, Baby & Stroller China and Licensing China will allow industry players to meet physically, to further stimulate the recovery of these three industries.

Here are just a few reasons why fair participants will find value in Shenzhen this April.

Wide turnout from qualified industry players
At this edition, the shows’ organisers have put special efforts to attract a variety of buyers from different channels and backgrounds. These include professionals from chain boutiques, educational institutions, gift stores, indoor and outdoor parks and playgrounds, bookstores, convenience stores and many more.

Buyers from the e-commerce sector also play an important role in the fair’s participant pool, as an emerging sector that has boomed over the years and led to high sourcing demand for toy and baby related goods. The organisers have invited buyer delegations from different channels to the fairs, specifically fast growing online e-commerce platforms, enterprises and decision-makers from multi-channel networks’, such as Keychron and Mi Home, just to name a few. Industry specific promotions have also been arranged across social media channels targeting local and overseas buyer groups.

High-profile exhibitors and premium products
Buyers can also find their desired products from a mix of big industry names at this one-stop and cross-sector platform. Here are some of the featured exhibitors, brands and pavilions that visitors should not miss:

·        Toy & Edu China: Everite, Hape, Maisto, MIC-O-MIC, Theo Klein, TY

·        Baby & Stroller China: Zhili’s Children Fashion Pavilion

·        Licensing China: Alexander the Fat Tiger, Le Petit Prince, Milo Pororo the Little Penguin and Sesame Street  

Fringe programme to keep participants ahead of the market
Besides the exhibiting areas, concurrent industry conferences, seminars and forums are always popular among visitors. At the upcoming 2023 edition, several new events are scheduled to address rising industry topics, such as the Livestreaming E-commerce Conference supported by the Guangdong Association of Livestreaming E-commerce, and the STEAM Products and Education Innovation Forum (61Learn).

Elsewhere, the Greater Bay Area Brand Licensing Industry Development Forum will return to Licensing China to explore development and growth strategies in the post-pandemic era.

Those who cannot visit the three fairs in-person can still source via the official ‘E-connect 360’ digital platform to pro-actively connect with onsite suppliers and search for the latest products. As part of the platform, the AI powered business matching programme connects users with the most suitable business counterparts.

More details about visiting in the physical and virtual fairs can be found here.

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. For more information, please visit:

•        Toy & Edu China

•        Baby & Stroller China

•        Licensing China

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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