Shenzhen International Toy & Trending Toy Exhibition

The Shenzhen International Toy & Trending Toy Exhibition (TOY EDU CHINA) is held concurrently with the International Stroller & Mother‑and‑Baby Products (Shenzhen) Exhibition and the International Licensing & Derivatives (Shenzhen) Exhibition—collectively known as the “Shenzhen Toy Fair.” These three exhibitions collaborate synergistically to invigorate the market and provide brands with a competitive edge in expanding into international markets.

In response to emerging market trends and as part of a comprehensive brand repositioning effort, the Shenzhen International Toy & Trending Toy Exhibition (TOY EDU CHINA) will introduce a brand‑new “Trending Toy Pavilion,” dedicated to showcasing the dynamism and growth potential of this niche segment.

China’s mainland trendy toy retail market is projected to reach RMB 110.1 billion by 2026, with a compound annual growth rate of 24%. According to Statista analysts, the number of paying consumers of trendy toys is expected to grow to 40 million by 2025 and further increase to 49 million by 2030. Moreover, average monthly spending on trendy toys has risen significantly in recent years and is forecast to continue climbing through 2030.

To fully unlock the potential of this burgeoning sector and attract more discerning buyers, the revamped Shenzhen International Toy & Trending Toy Exhibition (TOY EDU CHINA) presents a dedicated showcase for trendy toys and collectible figures targeting consumers aged 14 and above. Located in Halls 14 and 16, the “Trending Toy Pavilion” will bring together a diverse array of exhibitors from multiple sectors, featuring artist‑designed toys, blind box toys, figurines, ball‑jointed dolls, plush toys, and more.

Notably, as China progressively expands its visa‑free entry policy to include additional countries, the Shenzhen International Toy & Trending Toy Exhibition (TOY EDU CHINA) will leverage its broad product portfolio to draw numerous international industry professionals. To further tap into the increasingly important Southeast Asian market, the organizers have invited buyer delegations from Indonesia, Malaysia, Myanmar, Thailand, Vietnam, and other key toy‑producing regions to attend and source products.

Shenzhen International Toy & Trending Toy 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 Toy & Trending Toy Exhibition: 东莞市宏昇印刷有限公司, 汕头市澄海区灿辉塑胶玩具有限公司, 广州市虎头电池集团股份有限公司, 上海淘米网络科技有限公司, 江门锐鼎包装科技有限公司, 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 the Shenzhen International Toy Fair (TOY EDU CHINA)

China’s Flagship Event for the Toy Industry: Hosted by the Guangdong Toy Association and spanning 37 editions, this fair has become one of the most influential annual events in China’s toy sector. With an exhibition area of 130,000 square meters, it brings together over 1,400 global exhibitors and attracts more than 70,000 professional visitors, including a year-on-year increase of over 50% in international attendees. It serves as a core platform for companies to showcase their strengths and set industry trends.

Three Concurrent Exhibitions Covering the Entire Industry Chain: Held concurrently with the International Baby Stroller & Mother‑and‑Baby Products Fair and the International Licensing & Merchandising Expo, these three exhibitions create powerful synergies. The exhibits comprehensively cover the entire value chain—ranging from toys and educational products to early‑childhood play equipment, strollers, infant and toddler products, anime IP licensing, and related merchandise—spanning everything from traditional toys to cutting-edge trends, and from early childhood education to IP commercialization. This enables efficient connections between upstream and downstream players, precisely matching global procurement needs.

A Strategic Hub for the Trend‑Driven Toy Market: In response to market dynamics, the fair has introduced a dedicated “Trend Toy Pavilion,” focusing on the trendy and collectible toy segments targeting consumers aged 14 and above. Featured categories include artist‑designed toys, blind box toys, figurines, ball‑jointed dolls, plush toys, and other popular offerings. China’s mainland trend toy retail market is projected to reach RMB 110.1 billion by 2026, with a compound annual growth rate of 24%, providing enterprises with a strategic platform to capture this rapidly expanding segment.

A Global Resource‑Linking Hub: Leveraging China’s dominant position—accounting for approximately 70% of the global toy market—the fair draws numerous buyer delegations from Southeast Asian markets such as Indonesia, Malaysia, Myanmar, Thailand, and Vietnam. Twelve overseas buyer groups, including professionals from Germany, India, South Korea, the United States, and other regions, provide enterprises with an efficient channel to expand into global markets and connect with international resources.

A Launchpad for New Products and a Trendsetter: As the first major toy industry event of the annual purchasing season, the fair is the preferred platform for companies to unveil their latest releases and highlight innovative achievements. From electronic and electric plastic toys to building‑block and DIY toys, from educational products to trendy collectibles, hundreds of thousands of exhibits are showcased, setting the tone for the year’s product trends and industry development trajectories.

Deep Integration of Trend Toys and Cultural Creativity: The fair brings together internationally and domestically renowned trend toy brands such as 4M, Bandai, Funko, KAYOU, TOP TOY, and SEGA, alongside cultural IPs like Dunhuang City Brand and the Monkey King. By presenting modern interpretations of cultural creativity and traditional IPs, the event infuses the toy industry with deeper cultural significance, driving its transformation from mere toy manufacturing toward a culturally driven creative economy.

High‑Level Forums and Business Matching to Empower: During the fair, a series of forums, seminars, and business‑matching events are held, gathering industry leaders, experts, and innovators to engage in in-depth discussions on hot topics such as market trends, technological innovation, and IP management. These activities provide a premium platform for strategic decision‑making, technical exchanges, and collaborative partnerships.

Notable exhibitors

• Internationally renowned brands: 4M, Bandai, Funko, Sega, Kotobukiya, Squishmallows, Theo Klein, Bburago (Italy), fischertechnik (Germany), Jawbones (USA), Zing (USA), Furyu, GAGA Blocks (Denmark), Bandai Namco, Joyworks, Welly
• Leading domestic and trendy toy brands: Kayou, 52TOYS, MOSHOWTOYS, TOP TOY, RASTAR, EasGo, Qimeng, KELE, Maisto, Debisheng, DoubleE, Shifeng Culture, Zhongdong Toys, Taida, Aojieer, Sims, Jason, TOI, Baixingshui, Aidong, Tanwan, Huawang, Zhangao, Moyu Culture, Jiandong Cultural Creatives, Werewolf, JOTOYS, Fanfan Animation, Quwan, POPJOY, Gubu, Huanshi, Handspupu, Joy.C Collectibles, Keli Dog, Wan Dian Infinite, Wanhuayunyou
• Building block and STEM education brands: GAGA Blocks, Qunlong Toys, fischertechnik engineering building blocks, Xin’an Technology, Mao Sheng Trading
• Cultural and IP-licensed brands: Yuewen Goodies, Star Bear, Dunhuang City Brand, Monkey King, Piggy Hero, Changing School Bus, Mantou Family, Milk Dragon, DreamWorks, Deying, Dream City, Iconix, Lingbang, Youyang
• Kids’ vehicles and infant products brands: Baobao Hao, Lemeida, Abon, ACLOSMIL, coolbaby