Shenzhen International Licensing and Merchandising ExhibitionLicensing CHINA

The Shenzhen International Licensing & Merchandising Exhibition (Licensing CHINA) evolved from the anime‑IP licensing zone of the Guangzhou Toy Fair, which was first held in 1989 and is now the longest‑running toy trade show in China, steadily expanding in scale year after year. In 2010, the organizers began concurrently staging the Guangzhou Baby & Children’s Products Show, and in recent years, the number of exhibiting brands has grown annually. Since 2020, these three events have officially relocated to Shenzhen and been rebranded as the International Toy & Educational Products (Shenzhen) Exhibition, the International Baby & Children’s Products (Shenzhen) Exhibition, and the International Licensing & Merchandising (Shenzhen) Exhibition—collectively known as the Shenzhen Toy Fair, the Shenzhen Baby & Children’s Products Show, and the Shenzhen International Licensing Show. These exhibitions cover a wide range of licensed IPs, toys across all categories, and infant‑ and child‑care products.

The Shenzhen International Licensing & Merchandising Exhibition (Licensing CHINA) is held concurrently with the Shenzhen Toy Fair and the Shenzhen Baby & Children’s Products Show, serving as a platform for showcasing IP characters, identifying licensing opportunities, fostering cross‑industry collaborations, and exchanging industry insights, thereby further advancing the development of China’s licensing market.

As always, the organizers will continue to deliver exceptional services, ramp up promotional efforts, and actively invite buyers from multiple channels—particularly e‑commerce players and cross‑sector purchasers—to attend and source products. This relocation marks a significant shift that will effectively address the longstanding issue of insufficient booth availability, providing the industry with an enhanced venue for presentation and networking, as well as a more diversified business‑matching platform. (Copyright of this article belongs to Juzhan; unauthorized reproduction is prohibited.)

The Shenzhen International Licensing & Merchandising Exhibition (Licensing CHINA) will vigorously promote the integration of licensed brands with traditional toy manufacturing and related service sectors, supporting corporate transformation and upgrading while also driving cultural‑creative development in the Greater Bay Area and bringing consumers a broader array of licensed merchandise.