Source: Messe Frankfurt (HK) Ltd.

As the world continues to struggle in the containment of the COVID-19 pandemic, Messe Frankfurt (HK) Ltd has revealed plans to offer a new hybrid experience to support the Toy & Edu China, Baby & Stroller China, and Licensing China trade fairs.

E-connect 360 is a new digital platform designed to aid toymakers and those in the licensing and baby products industries in building business opportunities across China. The virtual marketplace will run alongside the next in-person fairs, which are currently slated to run from March 30 to April 1 at the Shenzhen World Exhibition & Convention Center.

Related: No Toy Fair? No Problem. Don’t Let the Lack of Trade Shows Mean a Lack of 2021 Press

“We are finding innovative and effective ways to help our stakeholders embrace the digital possibilities driven by the pandemic,” says Wendy Wen, senior general manager, Messe Frankfurt (HK) Ltd. “As an extension of the three in-person events, the online platform will present brands with valuable opportunities to establish connections and maximize coverage. Meanwhile, live streaming of concurrent conferences and the fair tours will be employed for the first time to enhance online participation.”

Toy & Edu China, Baby & Stroller China, and Licensing China are organized by Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co. Ltd, and Messe Frankfurt (HK) Ltd.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.