Source: Messe Frankfurt (HK) Ltd.

The second-largest toy market in the world is primed for expansion and Toy & Edu China, Baby & Stroller China, and Licensing China are making plans to help companies better connect with families next year.

The three concurrent trade fairs will return to the Shenzhen World Exhibition & Convention Center from March 30 to April 1, 2022. According to Research and Markets, China’s toy industry is set to become a $61.3 billion industry by 2026, and Mess Frankfurt (HK) — organizers of the trade fairs — will offer new marketing opportunities for exhibitors looking to become a part of the growth.

“Following the success of the previous two editions last August and this March, we aim to once again offer an effective platform for business encounters and information exchanges amongst toy, baby product, and licensing industry players,” says Wendy Wen, senior general manager of Messe Frankfurt (HK) Ltd. “While the Chinese market has shown promising signs of recovery, the 2021 fairs revealed changes in market demands for the children-related sectors. Exhibitors will have the chance to capitalize on the new retail opportunities when the events return next March.”

Related: How The COVID-19 Pandemic Reshaped Board Game Development

Messe Frankfurt has identified three key areas for growth in China, including blind boxes, educational toys, and e-commerce.

This year’s trade fairs were among the first major toy shows to take place since the beginning of the COVID-19 pandemic. According to Messe Frankfurt, the combined shows welcomed 1,413 exhibitors from 13 countries and regions alongside a total of 82,481 visitors.

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.