Shenzhen shows drive market opportunities
One of China’s most dynamic and fast-growing markets, the Chinese-dubbed ‘goods economy’ has established a dazzling niche for itself among consumers of all ages. To unlock these new market opportunities, Toy & Hobby China and Licensing China, alongside Baby & Stroller China, will form a comprehensive hub highlighting the latest trends across the three interconnected industries, while delivering a seamless sourcing experience for global buyers. The concurrent fairs will take place from 7 to 9 April 2025 at Shenzhen World Exhibition & Convention Center, China.
The three concurrent fairs will form a comprehensive sourcing hub featuring the latest trends and demands. (Photo: Messe Frankfurt)
Fuelled by a mix of nostalgia, innovation, and cultural appeal, the ‘goods’ sector – primarily encompassing designer toys, action figures, and IP merchandise such as pin badges, trading cards, blind boxes and IP collaborations – has become a magnet for the young generation and ‘kidults’ alike. In China, the ‘goods’ market, which includes products derived from anime, comics, games and novels (collectively known as ACGN), reached USD 23 billion (RMB 169 billion) in 2024, marking a remarkable increase of more than 40% compared to 2023[1].
Amid China’s fast-evolving consumer landscape, Toy & Hobby China and Licensing China are set to guide buyers through emerging industry trends by showcasing the latest toys, licensing and licensed products.
Licensing China comprises four pavilions: Korea Creative Content Agency (KOCCA), New Taipei City Computer Association (NTCA), the Taiwan Character Brand Licensing Association (TCBLA) and Taipei Multimedia Production Association (TMPA). The show includes popular exhibiting IP brands from China, Japan, Korea, Malaysia, Taiwan including Air Asia, B.Duck, Bbang Bbang‘s Diary, Boonie Bears, Boonie Cubs, Catch!Teenieping, Chimitan, Empresses in the Palace, Fabulous Beasts, Fei Ren Zai, GG Bond, Inter Milan, Little Parrot BEBE, Marsupilami, Miniforce, Miraculous Ladybug, Nmeneko, The Monkey King, and Whee Wheels.
A highlight of the event is the Greater Bay Area Brand Licensing Industry Development Forum 2025.
China has broadened its unilateral visa-free policies, extending them to 18 additional countries and doubling the stay duration from 15 to 30 days. These favourable travel policies have already garnered an enthusiastic response from international buyers, attracting participation from approximately 30 countries and regions, including Australia, Canada, Denmark, Ecuador, Germany, India, Malaysia, Russia, UK, the US and many more.
Once again, the business matching programme will be available this year to help domestic and international buyers match with tailored groups of exhibitors and pre-arrange onsite meetings. To further enhance the unique sourcing experience for overseas buyers, the fair organisers will host an exclusive one-day city tour on Day 3 of the fairs, to visit local companies, factories, and retail points. Visitors will have the opportunity to connect directly with Guangdong’s business and production landscapes at the source, while gaining valuable insights and networking prospects.
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. For more information, please visit:
