Toy & Edu China rebrands as Toy & Hobby China
Reflecting the Chinese toy market’s new emphasis on trendy, collectible toys – a segment that has seen phenomenal growth in recent years – the 37th Toy & Edu China will rebrand as Toy & Hobby China. With its aligned identity, the show is well-positioned to further fuel industry expansion, as China’s trendy toy market is projected to surge at a 24% CAGR to over RMB 110 billion (USD 15.1 billion) by 2026. From 7 – 9 April 2025 at Shenzhen World Exhibition & Convention Center, Toy & Hobby China, held concurrently with Baby & Stroller China and Licensing China, will serve as a launchpad for brands to harness business opportunities driven by China’s rising generation of trendy toy consumers.
The emerging trendy and collectible toys industry represents a cultural and economic shift that mirrors evolving consumer trends and changing values among younger generations. Recent estimates suggest the number of trendy toy consumers in China will reach 49 million people by 2030.
Ms Wilmet Shea, General Manager of Messe Frankfurt (HK) Ltd, commented on the change: “As technology and demands continue advancing, products that foster creativity, social interaction, and digital connectivity are increasingly popular, among not only children but also adults and youths who came of age during the digital revolution. Along with the increased emphasis on trendy toys to promote engagement with this key market, Toy & Hobby China 2025 will continue to feature the latest toys, games, and educational products across all categories. With China accounting for approximately 70% of the global toy market share, we are eager to provide a multifaceted platform to capture that potential, at the first major toy trade show of the annual sourcing season.”
Recognising the opportunity presented by this booming market, Mr Jacky Cao, Chairman of Zhejiang Xinbo Holdings (Group) Co Ltd, commented at the previous edition: “We have started transitioning our focus to producing trend-driven cultural and creative products geared towards consumers in their 10s and 20s, in response to the growing market demand. We are hoping to connect with more customers through the fair, particularly buyers from new sales channels, as their demand has been especially high in recent years. Additionally, we’ve noticed a rising trend in the number of inquiries for Chinese brand products recently.”
Gateway to three fast-growing industries
Toy & Hobby China (formerly Toy & Edu China), Baby & Stroller China and Licensing China 2024 saw high levels of international involvement. Across 130,000 sqm, 1,420 exhibitors from seven countries and regions showcased their latest toy and game innovations to 67,296 visitors, with the Chinese government’s favourable visa policies enabling a larger global buyer base to participate. Notably, 12 overseas buyer delegations comprising visitors from Germany, India, Indonesia, Korea, Malaysia, Myanmar, Taiwan, the US, Vietnam and elsewhere took part in the event. All told, buyers hailing from beyond China’s borders were up 50% compared to previous highs, demonstrating the fairs’ increasing success in connecting Chinese and international industry players.
Collectively, the fairs will feature over 1,500 toy, baby product, and licensing exhibitors alongside a range of forums and seminars, a business matching programme and various networking opportunities, culminating in an integrated platform to promote new innovations.
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:
