Maisto, Hape Among 1,400 Exhibitors on Deck for Toy & Edu China

Source: Messe Frankfurt

Perhaps the biggest toy-related trade show since the beginning of the pandemic is about to open its doors.

Toy & Edu China, Baby & Stroller China, and Licensing China expect to welcome more than 1,400 exhibitors when the show opens at the Shenzhen World Exhibition & Convention Center next week. Organizers are anticipating guests from 13 different companies and regions to take part in the show which runs March 30 to April 1.

Last month, organizers at Messe Frankfurt unveiled E-connect 360, a new digital platform to support the show.

“We have transformed the events into a hybrid format with the E-connect 360 platform to address evolving business needs, and it is encouraging to receive so much support of the platform from our exhibitors, says Wendy Wen, senior general manager, Messe Frankfurt (HK) Ltd. “With the fairs’ opening next week, we are expecting to see an all-encompassing selection of toys, educational products, strollers, baby products, licensing and licensed products both online and onsite, fulfilling visitors’ every sourcing need.”

Some of the international exhibitors setting up shop at Toy & Edu China include Hape, Guide Craft, and Maisto.

Related: State of the Industry Q&A 2021: HKTDC

International executives from eBay will be present the eBay and Toy Business Summit to offer attendees a chance to learn about the business potential of eBay-powered e-commerce as it relates to the toy industry.

Additionally, the Licensing China program will welcome the Chinese Animation & Comic Publishers Association from Taiwan to the fair for the first time. The organization looks to introduce Taiwanese anime and comics to global audiences.

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.