Toy & Edu China, the annual toy show held in China alongside Baby & Stroller China and Licensing China, has rebranded as Toy & Hobby China. The rebrand follows the Chinese toy market’s new focus on collectible, trendy toys. The next Toy & Hobby China is set for April 7-9, 2025, and is organized by the Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co., and Messe Frankfurt (HK).
The show’s new identity aims to support industry expansion. According to a 2023 study, China’s trendy toy market is projected to grow at a 24% CAGR to more than RMB 110 billion ($15.1 billion USD) by 2026. At next year’s show, brands can find business opportunities driven by China’s trendy toy consumers which, according to a 2024 study, will reach 49 million people by 2030.
“As technology and demands continue advancing, products that foster creativity, social interaction, and digital connectivity are increasingly popular, among not only children but also adults and youths who came of age during the digital revolution,” Wilmet Shea, General Manager of Messe Frankfurt (HK), says.
“Along with the increased emphasis on trendy toys to promote engagement with this key market, Toy & Hobby China 2025 will continue to feature the latest toys, games, and educational products across all categories. With China accounting for approximately 70% of the global toy market share, we are eager to provide a multifaceted platform to capture that potential, at the first major toy trade show of the annual sourcing season.”
Last year, Toy & Hobby China (then Toy & Edu China), Baby & Stroller China, and Licensing China welcomed 1,420 exhibitors from several countries and regions. Participants showcased toys and games to 67,296 visitors, including overseas buyers.
Jacky Cao, Chairman of Zhejiang Xinbo Holdings, says, “We have started transitioning our focus to producing trend-driven cultural and creative products geared towards consumers in their 10s and 20s, in response to the growing market demand. We are hoping to connect with more customers through the fair, particularly buyers from new sales channels, as their demand has been especially high in recent years. Additionally, we’ve noticed a rising trend in the number of inquiries for Chinese brand products recently.”
The upcoming show will feature more than 1,400 toy, baby product, and licensing exhibitors. Forums, seminars, a business matching program, and networking opportunities will be included as well.
For more information, visit shenzhen-international-toy-and-hobby-fair.hk.messefrankfurt.com.
