Over 1,400 exhibitors are kicking off the South China sourcing season this week at Toy & Hobby China, Baby & Stroller China, and Licensing China.
From 9 – 11 April 2026, visitors can explore Halls 11 – 16 of the Shenzhen World Exhibition and Convention Center to discover the newest trends and stand-out products for the toy, baby product, and licensing industries.
Across 130,000 sqm, featured attractions such as the debut AI & Intelligent Toys Zone, the Trendy Toys & Collectibles Zone, and a strengthened licensing lineup have helped draw increased participation – signalling strong cross-sector momentum. A curated fringe programme focused on trendy toys, licensing development, AI, e-commerce and other hot topics will aid insight and business exchange, as will various networking sessions and city tours on Day 3.
Highlighting the solid global participation, Ms Wilmet Shea, General Manager of Messe Frankfurt (HK) Ltd, said:
“Overseas pre-registrations are up 127% year-on-year, reflecting growing traction for the shows and expanding opportunities for our exhibitors. Every year, we aspire to bring in fresh elements that foster an environment that is conducive to business and facilitates cross-sector growth. This edition adds AI‑focused features to prepare participants for what’s next in the world of play, while capitalising on the potential of IP-driven markets.”
Innovation and Strategic Zones
This year’s exhibitor lineup includes quality suppliers and leading brands from China, Hong Kong, Indonesia, Italy, Korea, Spain, Taiwan, and the UK. With the launch of the AI & Intelligent Toys Zone, and the return of the high-traffic Trendy Toys & Collectibles Zone at Toy & Hobby China, the show is poised to showcase a new wave of innovations. More than 300 brands will be present in the trendy toy sector, double that of the last edition.
Two pavilions – Korea and Taiwan – plus new and returning exhibitors are bringing notable IPs and licensed merchandise to Licensing China, including several publishing houses making their debuts, and high-profile sports and celebrity IPs being highlighted. Combined with the latest assortments at Baby & Stroller China – from lightweight, sustainable strollers to germ-resistant pacifiers – the three fairs have secured wide and impactful exhibitor participation.
Buyers from home and abroad ready for three-day sourcing
Buyers from 75 countries and regions have already pre-registered, including seven delegations from Indonesia, Korea, Malaysia, Myanmar, the Philippines, Taiwan, and Thailand. Notably, the buyer delegation organised by Licensing Magazine will bring major buyers such as CARIOCA (Italy) and RUBIKIU (Mexico), actively sourcing for Latin American and European markets.
Refreshed fringe programme to spark meaningful dialogue
Over 10 targeted, trend-focused fringe events will be held this year to share key insights and market updates. Highlights include:
- ‘World of Play’ Summit (Day 1 afternoon): Returning with experts from Asia, Europe and North America. Expert Christopher Byrne will host a panel titled “Social Selling The New Frontier of Retail – The rise of social selling in the west”.
- Greater Bay Area Brand Licensing Industry Development Forum – Beyond IP: Industry leaders and experts will lead in-depth discussions on IP commercialisation, content innovation and technology.
- Smart Play Ecosystem: AI Ignites a New Era – 2026 AI Toy Trends Forum: An AI-focused deep dive into the 2026 trends.
- TikTok Shop: New Cross-Border Opportunities for the Toy Industry in 2026.
Across the three-day fairs, the Toy Award (Hall 11) and Hobby Award (Hall 12) display areas will continue to showcase award-winning innovations, including Creative Stars of the Year and Blind Box Toys of the Year. Fast-selling city tours on Day 3 will give overseas buyers a first-hand look at Guangdong’s thriving business and production landscape.
Toy & Hobby China, Baby & Stroller China and Licensing China are organised by the Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co Ltd and Messe Frankfurt (HK) Ltd.
