Drawing 77,031 visitors from 83 countries and regions, the 2026 editions of Toy & Hobby China, Baby & Stroller China, and Licensing China closed on 11 April. The fairs recorded a 35% uptick in overseas buyers – reflecting resilient demand across sectors. High visitor flow defined the debut AI & Intelligent Toys Zone and the Trendy Toys & Collectibles Zone, both showcasing the next wave of innovation. Licensing and baby exhibitors reported positive feedback, while cross-sector buyers commended the platform’s sourcing breadth and new products.
Pleased by the vibrant atmosphere, Ms Wilmet Shea, General Manager of Messe Frankfurt (HK) Ltd, said: “The enthusiastic reception of the AI and trendy toy segments proves that the industry is pivoting toward smart technology and design-driven innovation. By integrating these trends with our traditional toys, evolving baby products and expanding licensing sectors, we offer a more comprehensive and future-ready platform.”
Growing internationality and stronger buyer profile
The three trade fairs together hosted 1,495 exhibitors from eight countries and regions. The show floor was elevated by the latest industry innovations, most notably within the debut AI & Intelligent Toys Zone, as well as the expanded trendy toys and collectibles segment which included over 300 brands.
The forward-looking product showcases drew high-calibre overseas visitors, including seven international buyer delegations from Indonesia, Korea, Malaysia, Myanmar, the Philippines, Taiwan, and Thailand. Mr David Yaacov Raichlin, CEO of Raichlin Industries (South Africa) said: “Working with brands like McDonald’s and Burger King, I find this three-in-one platform amazing – huge yet easy to explore. Some offer ready-made English packaging – a real game changer for the international market.”
The future is now: AI and trendy toys take centre stage
At Toy & Hobby China, the focus on cutting-edge designs resonated with a global pool of targeted buyers. Anhui YODO Intelligent Robot Co Ltd saw positive results on their exhibiting debut. Sales Director, Ms Lin Tianqi, highlighted the show’s timely focus on AI: “The demand for AI-driven toys is growing rapidly, and Toy & Hobby China’s ability to precisely gather active buyers has provided an efficient bridge for us to reach our core customers.” Returning exhibitors like FUNKO also noted growing opportunities and a diverse buyer profile seeking emotionally meaningful items.
Baby & Stroller China and expanded Licensing opportunities
Baby & Stroller China continued to fuel growth, with exhibitors like Zhejiang Tongnian Tongqu Amusement Equipment Co Ltd appreciating the synergy with concurrent fairs that generated valuable cross-sector footfall.
Meanwhile, Licensing China welcomed several publishing houses for the first time. Mr Xu Zhenghui, Cultural and Creative Department Director at People’s Education Press, connected with around 100 potential contacts in just one day. Mr John Sun, Licensing Director at the China Office of FC Internazionale Milano SpA (Italy), was also satisfied with the results for sports licensing: “Many trendy toy industry players visited our booth, and we also want to focus on this segment to better engage our younger fans.”
Fringe events sparked in-depth dialogue
Over 10 fringe events addressed shifts in the worldwide marketplace, ranging from the ‘World of Play’ Summit to several AI and game/IP focused seminars. Mr Jerry Phlippeau, CEO of Flipo (USA), highlighted key export potential: “The exhibitors here focus more on brand-building than just product-selling. The number of emerging brands in China is eye-opening, which US buyers should consider coming here to see.”
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.
