Shenzhen International Licensing and Merchandising Exhibition

The Shenzhen International Licensing & Derivatives Exhibition (Licensing CHINA) evolved from the anime IP licensing section 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 hosting the Guangzhou Baby Products Expo, and in recent years, the number of exhibiting brands has grown annually. Since 2020, these three exhibitions have officially relocated to Shenzhen and been rebranded as the International Toy & Educational Products (Shenzhen) Exhibition, the International Baby Products & Maternal & Infant Goods (Shenzhen) Exhibition, and the International Licensing & Derivatives (Shenzhen) Exhibition—collectively known as the Shenzhen Toy Fair, the Shenzhen Baby Products Expo, and the Shenzhen International Licensing Show—covering a wide range of licensed IPs, toys across all categories, and infant and child products.

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

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

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

Shenzhen International Licensing and Merchandising 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 Shenzhen International Licensing and Merchandising Exhibition: 广东新佳奇科技有限公司, 汕头市澄海区派特玩具有限公司, 广东哈一代玩具股份有限公司, 广东双鹰玩具实业有限公司, 广东凯裕科教文化有限公司, 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.