Shanghai Toy & Educational Products Exhibition

The China Baby & Mother Expo (CBME) capitalizes on the booming opportunities in China’s infant and toddler toy market. Launched in 2001, it has grown into a global international event for the maternity, infant, and children’s industries. Concurrently held are CBME Maternity, Infant & Children’s Products, CBME Children’s Wear, and CBME Maternity, Infant & Children’s Food exhibitions, covering the entire industry chain—including maternal and infant products, food, car seats and furniture, toys, apparel, footwear, and accessories.

While achieving remarkable success in China, CBME has expanded to countries such as Turkey, India, and Singapore, striving to foster international exchanges and trade cooperation within the global maternity, infant, and children’s sector.

The China Baby & Mother Expo (CBME) attracts visitors from across China, including provincial and municipal distributors, wholesalers, and online agents of maternal and infant products; franchisees, retailers, and e‑retailers nationwide; purchasing representatives from department stores, commercial real estate developers, hypermarkets, and pharmacies; wholesale and procurement groups operating as distribution hubs for maternal and infant goods; investors interested in entering the maternal and infant market; as well as agents, buyers, and brand owners from Hong Kong, Macao, Taiwan, and overseas.

Shanghai Toy & Educational Products Exhibition tickets are e-tickets. Mainland China visitors must complete online pre-registration with real-name ID verification; overseas visitors must use passport verification; Hong Kong, Macao, and Taiwan visitors must use their travel permit. On site, verify entry with your ID card or by scanning the e-ticket QR code.

Partial exhibitor directory and exhibitor list for Shanghai Toy & Educational Products Exhibition: 浙江乐优贝汽车用品有限公司, 杭州杭美质量技术服务有限公司, 台州市哈哈鸭儿童用品有限公司, 杭州有赞科技有限公司, 汕头市澄海区派特玩具有限公司, and others. The 2027 edition is expected to feature 500+ exhibiting companies. To obtain the full exhibitor directory (including booth numbers and contact details), please visit the official exhibition website or contact Jufair.

The Exhibition Value of CBME Shanghai

• CBME Shanghai, the world’s largest and most influential professional event for the pregnancy, infant, and children’s industries, has been successfully held for 25 editions since its inception in 2001. It is widely recognized within the industry as a leading indicator of trends in China’s pregnancy, infant, and children’s sector, as well as a strategic gateway for global brands seeking to enter the Asian market. Organized by Informa Markets, the show takes place annually at the National Exhibition and Convention Center in Shanghai. Leveraging Shanghai’s strategic position as an international consumption hub, it has become a central platform for connecting global resources across the toy and education supply chain, showcasing cutting-edge innovations, and shaping industry development trends.
• The core value of exhibiting lies in its comprehensive, end-to-end industry coverage and its unparalleled ability to connect exhibitors with global buyers. The exhibition spans the entire value chain, including toys, educational products, maternal and infant care items, children’s clothing and footwear, strollers and car seats, infant nutrition, and supply-chain solutions. The 2026 edition is expected to cover 300,000 square meters, bringing together 3,200 exhibitors and over 4,500 brands, and attracting more than 100,000 professional visitors. These attendees represent nearly 40 distinct buyer segments—agents, retailers, maternal and infant retail chains, e‑commerce platforms, KOLs/KOCs, overseas purchasers, and more—providing exhibitors with a strategic opportunity to engage directly with key decision-makers worldwide.
• The show serves as an international platform that links global markets, bringing together industry leaders and innovative forces. Renowned domestic and international brands such as Shixi, Babycare, Pigeon, PHILIPS AVENT, Mideer, and Huohua Siwei have participated year after year, showcasing a full spectrum of offerings—from STEAM toys and building blocks to puzzles, early‑education devices, learning machines, picture books, talking pens, and educational robots. In 2025, the event attracted over 4,500 brands from 30 countries and regions, setting a new record for exhibition scale.
• Keeping pace with three major industry trends—STEAM education, educational toys, and science‑based parenting—the show has established itself as a technological hub fostering deep integration among industry, academia, research, and application. A dedicated “New Forces Pavilion” highlights global product launches, while the “Rising Stars Program” selects and supports 160 emerging brands, in collaboration with Nielsen, Tmall Global, Xiaohongshu, and other platforms. During the exhibition, more than 200 high‑profile conferences are held, addressing pressing topics such as new‑product launches, cross‑border expansion, traffic growth, health‑care and childcare solutions, and nutritional innovation. In 2025, the show also pioneered the “Category Lunch Forum,” seamlessly integrating business networking into casual dining settings to enhance resource connectivity and value creation.
• By creating a super‑charged “traffic + exhibition” ecosystem, the show drives end‑to‑end growth through integrated online–offline engagement. In 2025, the event partnered with Douyin, Tmall, Xiaohongshu, and other platforms to organize over 2,000 official product‑selection livestreams, alongside 20,000 influencer‑led exhibition tours, generating widespread online buzz. Olympic champion Li Xiaoxia, parenting expert Cui Yutao, and other prominent guests made surprise appearances, turning exhibition booths into star‑studded meet‑and‑greets and significantly amplifying brand visibility. The highly anticipated “CBME 25th Anniversary Gala & Live‑Stream Shopping Night” further converted this momentum into tangible commercial value.
• For Chinese enterprises, CBME represents a strategic gateway for expanding both domestic and international markets, accessing global resources, and showcasing their innovative capabilities. Exhibitors can leverage this platform to connect with key global purchasing networks, seizing opportunities in the intelligent, branded, and globally oriented transformation of the toy and education sectors.

Notable exhibitors

• Toy Brands:Mideer, Muwan Shijia, BanBao, Fisher-Price, LEGO, Hasbro, Mattel, Bandai, TOMY, YinHui, VTech, Aobei, Huile, Kelaishai, Tebao’er, Beiens, HuoHuoTu, Youbei, Goodbaby, Audi Double Diamond, Lingdong Chuangxiang, Bricker, Qimeng, Senbao, Gudi, Kaizhi, Xinghui, Shuangying, Gaole
• Educational Brands:Huohuo Siwei, Hiview, Zebra AI Classes, Hongen Education, Xiao Bi’en, Maomaocai, Niutangtang, Youdao Ledu, Xueersi, New Oriental, Uncle Kai Storytelling, Jili Guala, Liulishuo, Banyu, Wandou Siwei, Coding Cat, Walnut Programming, Tongcheng Tongmei, Xiaoma Wang
• STEM and Educational Toys:Bricker Building Blocks, Qimeng Building Blocks, Senbao Building Blocks, Gudi Building Blocks, Kaizhi Building Blocks, Dr. Le, Zigao, LanZhou, Makeblock, Tongxin Zhimu, UBTECH, Ability Storm, DJI Education, Whale Robot, Leju Robot, Yuejiang Technology, DFRobot
• Early Childhood and Preschool Products:HuoHuoTu, Youbi, Xiao Tiancai, DuShuLang, KuaiyiDian, Xiao BaWang, VTech, Beiens, Kelaishai, Tebao’er, Huile, Aobei, Guyu, Fisher-Price, VTech, Hape, Classic, PlanToys, B.Toys
• Plush Toys and Doll Brands:Lejier, Ke’er Dolls, Lina, Barbie, Disney, Hello Kitty, LINE FRIENDS, Pop Mart, 52TOYS, Ruotai, Ruolai, Ariel, Andersen, Meishida
• Comprehensive Maternal and Infant Brands:Babycare, Shixi, Beiqin, Xiaobai Xiong, Shiyue Jiegu, Zichu, Kexin Rou, Quanmian Shidai, Goodbaby, Yingshi, Balabala, Anta Kids, 361° Kids, Skechers Kids, Jiang Bo Shi, Carter Rabbit, Tailanisi, Jinopu