On 21–23 October, Licensing Magazine leads an international delegation of licensors, licensees, publishers, retailers and agencies from nine countries to Shanghai.

China Licensing Expo (CLE) returns to the Shanghai New International Expo Centre from 21 to 23 October 2026. It covers 68,000 square metres with more than 620 exhibitors and over 2,700 IPs on show, and organizers expect more than 100,000 professional visitors over the three days. CLE runs alongside the China Toy Expo, China Kids Fair and China Preschool Expo, so licensing, toys, kids’ products and preschool are all in one place. The IPs range from animation and art to culture and gaming.

Licensing Magazine is bringing an international delegation to the show again this year. It gives companies from Europe, the Americas, the Middle East and India a structured way into the Chinese and wider Asian market.

Why It Matters to Attend CLE

Numbers explain the scale of CLE; the people traveling with us explain why it matters. Delegates to the 2026 edition come with different agendas, but their words point in the same direction: Asia is where new content, new consumers, and new partnerships are being built. Here are some of the reasons members of this group decided to join our initiative.

For some, it is a return to a market they know. Adelyn Elli of Nagarro says:

We used to have a large client base in China, HK and Taiwan before the pandemic and frequently visited the HK Toy Fair and Canton Fair. Now would be a good time to revisit the geography to regrow our client list, and the best opportunity to kickstart that is by being part of the International Delegation for the CLE. Licensing events are our favorite, and we’re very much looking forward to this show being a first-timer.”

For publishers, it is a scouting mission

Leanne Gill of Penguin Random House explains:

“I’m particularly excited to see first-hand which brands are working in Asian markets and to spot those with the potential to become the next breakout successes in the West. Our licensing list publishes the very best brands for all ages, so I'll be looking for exciting new properties that can bring something fresh and distinctive to our portfolio.”

For heritage brands, it is about opening a new chapter. Louise Maninetti of Sophie la Girafe says:

“For DELISO, exploring the Chinese and Asian licensing market is a great opportunity to discover what this market could bring to Sophie la Girafe, meet local partners and explore new opportunities for the brand. We are very happy to be part of this international delegation and curious to see where this experience will take us.”

For brands built on emotion, Asia is a natural audience. Alexandra Algard of Millimages, home of Molang, says:

“Asia represents a major opportunity for brands built on universal values such as kindness, positivity, and emotional connection. Through Licensing Expo Shanghai, we hope to deepen our understanding of the Chinese market, meet potential partners, and explore how Molang can continue to resonate with audiences across the region. International events like this are essential for creating meaningful partnerships and identifying new avenues for growth.”

Trends are also crossing borders in the other direction. Derya Eren of Fan Mania notes:

“Asia is one of the most important markets for us right now, driven by the global rise of kawaii style, nostalgia trends, and anime and manga culture. These trends are shaping what fans want everywhere, not just in Asia.”

Felipe Noriega at YuMe Toys, sees the same shift in the collectibles space:

“Asia is increasingly where the future of Kidult culture is being created, from the next generation of breakout entertainment and gaming IP to entirely new ways of collecting, engaging and expressing fandom. I expect attending China Licensing Expo 2026 may help provide me a unique opportunity to discover emerging IP and consumer trends before they become global phenomena, while immersing myself in the creativity, innovation and commercial thinking shaping Asia’s rapidly evolving consumer products landscape.”

Manny Grijalva of Dad’s Ranch highlights the scale and appetite for novelty:

“Asia is a priority target market for our new product line. Its massive scale, combined with an eagerness to embrace cutting-edge innovation, makes it a natural fit.”

For Elaine Carovilla of Partners at Play, the fair is a shortcut to opportunity:

“The Asian market is at the forefront of innovation and creativity, and this show is the perfect place to gain an overview of unique content opportunities quickly. And for my business, the licensing and toy product connections I can make at this fair are invaluable.”

Finally, Dr. Maria Frangieh of Kids Entertainment is back for a second year after joining us in 2025. She explains:

“Our first participation opened the door to an incredibly dynamic licensing ecosystem and introduced us to IPs, trends and business models with strong potential beyond their home markets.” This year, she adds, “I am returning to CLE with an even stronger focus on building bridges between Asia and the Middle East, discovering emerging and established properties, and developing partnerships that can bring exciting new experiences to the region. For us, CLE is not simply about discovering what is next, but about finding the right partners to create what comes next.”

This mix of scouting, partnering, and building is what the Licensing Magazine delegation is designed to support.

The 2026 Licensing Magazine CLE Delegation

Here is the full list of international professionals who have joined the 2026 International Licensing Delegation at China Licensing Expo 2026:

• Sara Visentin, Faba – Toys and Publisher (storyteller for children), Italy
• Felipe Noriega, Maxx Marketing (d/b/a YuMe Toys) – Toys & Collectibles Manufacturer & Distributor, UK
• Alexandra Algard, Millimages – Media Production & Licensing, France
• Leanne Gill, Penguin Random House – Publishing, UK
• Massimiliano Piazzolla, MPR – Trading, Production and Consultancy, Italy
• Maria Frangieh, Kids Entertainment – Branded Experience, UAE
• Sally Connolly, Napa Valley Toys USA LLC – Toys, Plush, Licensing in and out, USA
• Derya Eren, Fan Mania – Licensee, Turkey
• Adelyn Elli, RipeConcepts (a Nagarro company) – Digital Creative Solutions Provider, USA
• Luca Martinetto and Sylviane Qiu, Carioca S.p.A. – Stationery, Italy
• Nichole Jacklyne, Social Media Content Creator, Licensor, USA
• Manny Grijalva, Dad's Ranch, LLC – Toys and Plush, USA
• Louise Maninetti, Deliso / Sophie la Girafe – Licensor, France
• Deyanira Rubio, Rubikiu – Retail, Mexico
• Elaine Carovilla, Partners At Play – Toys & Licensing, USA
• Ritu Marya, License India – Media and Licensing Agency, India
• Gaurav Marya, Bradford License India – Licensee and Licensing Agency, India
• Elisabetta Treggiari, IBC Brand Consulting – Licensing Advisor and Master Licensee, Switzerland