Source: Messe Frankfurt (HK) Ltd.

More than 1,300 exhibitors are on deck to test the waters at the first major in-person toy and licensing trade show to take place since the beginning of the COVID-19 pandemic.

After being postponed twice, Toy & Edu China, Baby & Stroller China, and Licensing China will open their doors from August 6-8 at the new Shenzhen World Exhibition & Convention Center.

“Given the unprecedented challenges brought by the outbreak, we’re very excited to finally open these shows, which have successfully attracted a record-breaking number of exhibitors, says Wendy Wen, senior general manager of fair co-organizer Messe Frankfurt (HK) Ltd. “We believe the 3-day event is going to be a very important platform for businesses to recover and reconnect … although it’s unfortunate that a number of international exhibitors cannot make it to the fair as planned due to travel restrictions, we are still pleased to see the line-up and quality of the international offering remains very strong and impressive.”

The traditional offerings of the trade fairs have been complimented by newly launched digital components and the organizers promise that health and safety of attendees is the top priority. Messe Frankfurt says real-name authentication during registration, onsite temperature checks, frequent sanitization of fairground facilities, and social distancing guidelines — including spacing of tables inside booths — are among the precautions being taken.

The three fairs are organized by the 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.