• "Four-Expo-in-One" 2025 reached 2629 exhibitors and became the world’s largest trade show on the sector
• 1200+ Export ready exhibitors and 682 are CSI certified Best of OBM/OEM/ODM suppliers presenting manufacturing excellence
• Exhibitors of AI toys, Art & Collectible toys, Plush toys, Diecast, increased 132%, 66%, 31%, and 16% respectively
• Over 20% increase of overseas visitors，visitors from United States, Japan, South Korea, Philippines increased more than 100%

 

On October 17, the 2025 China Toy Expo (CTE), China Kids Fair (CKE), China Licensing Expo (CLE) and China Preschool Expo (CPE) concurrently held at Shanghai New International Expo Centre concluded successfully. This premier "Four-Expo-in-One" event organized by China Toy and Juvenile Products Association (CTJPA) covered 230,000 sqm floor space, with 2,629 exhibitors from 41 country and regions, especially manufacturers from 30+ production hubs. The three-day physical expos attracted 128,768 professional buyers from 185 countries and region. It shown China’s dynamic economy and extensive market potential.

 

Comments from exhibitors and visitors:

Marianne James, Global Licensing Senior Vice President of Hasbro, Inc., said: “China is a real front and center as a key market in our development plan. And by being here, we can truly understand the local dynamics that can scale globally. So many trends originate out of China, at this particular market. And we are proactively working with our key partners here to scale.”

Santoro Licensing, a licensing exhibitor from British, with a global footprint that reaches over 90 countries and more than 35,000 points of sale. The company’s co-founder, Lucio Santoro said: “Because it's one market that is growing and expanding. The number of visitors and buyers that are here are quite impressive. And we want to really expand our reach to the audience in the Chinese market. We get a lot of requests from Chinese consumers that have become aware of our brand to say, where can we find it in China? Why is it not available in China? So we are now here to be able to introduce and meet as many contacts as possible during our exhibition here in China.”  

Andy Clemson, Sales-ASIA PACIFIC Vice President of Funko, LLC., said: “It is very important to have a deep understanding of Chinese consumers and their preferences, which includes understanding the needs for localization, customization or cooperation. Therefore, in future product development, we will launch some products with certain exclusivity for the Chinese market. The Asia-Pacific region is a very important market full of growth opportunities. Among them, China is a very very big market for us. We know that the fan base here is very passionate, very professional, and devoted to collectible toys.”

Borella S.R.L, a buyer from Italy, the company’s CEO, Claudio Borella said: “It’s not my first time to come here and I find always interesting to visit the fair for all the content and the organization. This year, I was looking for something particular because our company changed a little bit, our selection. So I’ve been really happy to find a good selection of suppliers. I met some suppliers which made me satisfied to come here. At China Toy Expo, we always find new exhibitors that is not really same at the other toy fairs.”

Leandro Giraldo Benavidez, Purchasing Director of Nic Spain SL, said: “It’s been quite interesting to come here and see these exhibitors and this is a huge market in the Asia. We were interested in educational toys, but we discovered a wholly new world from normal toys to interactive stuff. I think the most concern for the clients to source products is how fast to deliver to the whole Europe and the payment methods. Now we are here and everything is clear for us.” 

 

Explore the Future of Industry:??

• ?CTE (Toys): Focusing on art & collectible toys, AI smart toys, and sustainable materials. Cross-industry collaborations with fashion, art, and lifestyle brands highlight a growing global trend. (Brands or Companies including LEGO, MATTEL, Hasbro, BANDAI, TOMY, Sylvanian Families’, FUNKO, LABUBU, TOPTOY, asmodee, MGA, Jazwares, SPIN MASTER, siku, etc.)
• ?CKE (Baby Products): Showcasing strollers, car seats, ride-ons, and baby feeding & nursery, baby furniture & home items. Development emphasizes safety certifications, ergonomic design, and smart mobility solutions. (Brands including UPPAbaby, Stokke, Pigeon, Nuna, Joie, RECARO, AVOVA, BEABA, Baby care, etc.)
• ?CLE (Licensing): 2,600+ IPs on display. Strong focus on cross-industry licensing, global collaborations, and the rise of Chinese original IPs on the international stage. (IPs or licensors including Disney, Universal, Transformer, My Little Pony, Barbie, Ultraman, Sanrio Family, BANDAI NAMCO, LINE FRIENDS, LMCA, GTL, Ubsoft, NTES, Tencent, POP MART, etc.)
• CPE (Preschool Supplies): Featuring supplies, teaching tools, and playground equipment. Trends highlight digital learning integration, STEAM-based curricula, and eco-friendly facilities. (Brands including Guidecraft, Beleduc, Educo, Weplay, YongLang, YUHE, HUAXIA, JOOYES, Viga, Masterkidz, etc.)

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The "Four-Expo-in-One" will be held on October 21 - 23, 2026.? Join us in Shanghai Next October to shape the future of the toys, baby products, licensing and preschool supplies industry!?

For more information, please contact: helen_zhang@tjpa-china.org

 

Visit:

CTE (Toys): www.shanhaowj.com

CKE (Baby Products): www.china-kids-fair.com

CLE (Licensing): www.china-licensing-expo.com

CPE (Preschool Supplies): www.china-preschool-expo.com

 

Photo Reference

1. This premier "Four-Expo-in-One" event organized by China Toy and Juvenile Products Association (CTJPA) covered 230,000 sqm floor space, with 2,629 exhibitors from 41 country and regions, especially manufacturers from 30+ production hubs. The three-day physical expos attracted 128,768 professional buyers from 185 countries and region.

 

2. Booth Unveiling Event of Disney.

 

3. Hasbro Booth was crowded with visitors.

 

4. Santoro Licensing introduced their IPs to visitors.

 

5. Funko presented an array of high-quality art & collectible toys.