Toy & Edu China connects industry with Chinese market

Published on: 11th March 2019

An increasing number of overseas brands are making an effort to tap into China’s market potential.

To support companies more effectively as they do business in this market, Toy & Edu China (8th-10th April) will invite leading industry experts to share insights on capturing the opportunities at the Toy Talks forum. Together with the Licensing Forum and a series of seminars, Toy & Edu China – and the concurrent Baby & Stroller China – will help participants to develop their business across the country. The fair’s change in name, from Toy & Hobby China to Toy & Edu China, reflects the suppliers’ increased awareness on the rising educational product market.

China represents a large share of the world’s toy manufacturing and consumption. Not only did its toy export figure reach USD$44.1b in 2017, China also imported toy products worth USD$1.82b. Given this huge market potential, industry giants including Hasbro, Lego, Mattel, Sega and Toys R Us have already established business in the country. These well-known brands work with local sales agents, opening marketing departments and setting up their own factories to capture the high-end toy market in China.

The Toy Talks forum returns for the 2019 event, aiming to offer more insights on China and the international toy market. A new group of expert speakers will include Maura Regan from the international Licensing Industry Merchandisers’ Association (LIMA), Jo Hall from Toys R Us Asia, Selina She from Tencent and independent analyst Christopher Byrne.

The Licensing Forum invites the International Licensing Industry Merchandisers’ Association (LIMA) and Korea Culture Contents Licensing Association (KOCLA) to speak about the trends and opportunities of the licensing markets in South East Asia, Korea and other countries. A top local animation company and a video sharing website will also share their experiences of different licensing models. The half day forum will be followed by matching sessions, targeting to connect licensors, licensees and manufacturers on site.

In addition, topics regarding domestic marketing, STEAM (Science, Technology, Engineering, Art & Mathematics) education and kindergarten business will be discussed in seminars throughout the fair.


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