Shanghai Toy Show – China Toy Expo & Trendy Toy Expo CTE

The 23rd CTE China Toy & Juvenile Products Expo and the Trendy Toy Exhibition successfully concluded from October 15 to 17 at the Shanghai New International Expo Center, in conjunction with CLE China Licensing Expo, CKE China Baby & Child Products Expo, and CPE China Early Childhood Education Expo. The event was held under the theme “Sharing Cross-Industry Resources, Leading Innovation Trends.” Organized by the China Toy & Juvenile Products Association, this exhibition is an annual highlight for the global toy and infant products industry. 

In terms of scale, this edition covered a total exhibition area of 230,000 square meters, spanning all halls, and brought together 2,629 exhibiting companies from 41 countries and regions and 30 major industrial clusters, showcasing 5,426 brands and more than 2,600 globally licensed IPs. International exhibitors experienced remarkable growth, with CLE’s overseas participation up 65% year over year, CKE baby products up 36%, and CTE toys up 14%, while 11 international delegations participated as groups. The event welcomed over 100,000 professional visitors, including more than 10,000 overseas buyers, and saw a 50% year-over-year increase in export-oriented exhibitors, marking a new record.

This year’s show featured numerous highlights, with five key trends driving innovation and setting the stage for industry development. IP collaborations have evolved from mere co-branding to deep cross-industry integration, with well-known IPs merging seamlessly into sectors such as stationery, apparel, and food. The CLE Shanghai IP Quality Lifestyle Festival partnered with six major Pudong landmark commercial districts, including Oriental Pearl Tower and Plaza 66, creating immersive IP-themed consumption experiences. Meanwhile, smart applications are leading a new wave of quality living, with AI-powered toys incorporating emotional computing and large language models becoming standout exhibits at CTE, alongside systematic smart solutions like intelligent child seats, strollers, and cribs showcased at CKE.

Global leading brands made their presence felt, propelling Chinese creativity onto the world stage. Internationally renowned brands such as LEGO, Mattel, Hasbro, Bandai, and Hape unveiled their latest releases. Domestically, top-tier names like the Palace Museum, Pop Mart, 52TOYS, KAYOU, and BRIO presented cutting-edge offerings, demonstrating a comprehensive upgrade—from commercial exports to cultural confidence. Hape Group created themed zones at the show, including art crossovers, aerospace themes, Hape Land, and Train Kingdom, while its collaborative “Art × Environment × Education” series with the Metropolitan Museum of Art made its debut, with the “Green Energy Train Storage Set” establishing itself as a benchmark for innovative product categories.

A rich array of concurrent events fostered high-level industry dialogue and networking. During the exhibition, 276 specialized sessions were held, covering brand licensing, trendy toys, infant products, and early childhood education. The ACTI Asia Toy Industry Conference gathered leaders from toy associations across Japan, Thailand, South Korea, and other countries; the Global Go-To-Market Trends Conference provided enterprises with tailored strategies and precise matchmaking platforms; and the China Licensing Industry Trends Conference convened experts from international licensing bodies and leading IP holders to explore new models for breaking boundaries in IP licensing.

The outcomes of the expo and the industry response were overwhelmingly positive. Exhibiting companies widely reported high-quality professional audiences with clear purchasing intent, and noted an unprecedented level of internationalization. Liang Mei, President of the China Toy & Juvenile Products Association, highlighted that this year attracted 1,200 export-oriented exhibitors—many not only processing for foreign brands but also developing original designs and building their own brands, underscoring the growing soft power of China’s toy industry. Marianne James, Senior Vice President of Global Licensing at Hasbro, remarked that many industry trends originate in China and expressed enthusiasm for expanding cooperation with Chinese partners. Andy Clemenson, Vice President of Sales for Funko in the Asia-Pacific region, emphasized China as a strategic priority, noting the passionate, professional, and collectible‑oriented nature of Chinese fans.

Attendees agreed that the CTE China Toy Expo serves not only as a premier platform for brand exposure and business matchmaking but also as a critical hub for understanding industry trends and exploring pathways toward intelligent, green, and IP‑driven transformation in the toy sector.

The 24th CTE China Toy & Juvenile Products Expo and Trendy Toy Exhibition will take place from October 21 to 23, 2026, at the Shanghai New International Expo Center. With an anticipated exhibition space of 230,000 square meters, over 2,500 exhibitors, and more than 100,000 professional visitors, it will continue to provide an efficient platform for global exchange and collaboration within the toy and infant products industries.