The toy market is very dynamic in China, and has a consumer (the parents) increasingly interested in products that provide educational value to their children. The kids, in turn, are increasingly interested in licensed products. China Toy Fair, which has been held for the last 12 years–and is the largest international toy fair in mainland China and the third largest worldwide–was celebrated simultaneously with the China Kids Expo (childcare sector) and the China Licensing Expo (licensing sector).
Juguetes B2B, a professional communication magazine specializing in the toy industry in Spain, attended the three trade shows to give informational coverage of the latest trends in the industry that will shape the Chinese market next year. The strategy of holding the three exhibitions simultaneously makes perfect sense, given the synergies that occur between the three different sectors. For instance, the licensing business has a large influence in the toy industry, with licenses for baby care products as well. Therefore, celebrating the events at the same time is an interesting opportunity for the professionals.
A Complete Offer
Around 700 exhibitors located in five pavilions presented a wide range of products. Especially relevant was the large number of manufacturers in the preschool and wood constructions product categories. The world leader in the toy sector specializing in construction, Lego, had its own stand, and there were also Chinese companies with recognized brands such as Intex, Collecta, Bestway, Maisto, Blue Box, Silverlit, Canal Toys, and Bburago, among others. International brands such as Hape–established in China–Safari, Goula, Step2, and VTech completed the international offering. Although there was an international presence, most companies were local producers specializing in specific categories without recognizable brands.
The brand is a highly-valued aspect for a middle and upper-class Chinese consumer, who appreciates the values of trust, quality, and safety. Likewise, Chinese consumers prefer brands associated with products linked to educational values, which is why Lego is growing precipitously in China.
The Business of Licensing
Licenses are also important in China, and in absence of their own brands, companies bet on international licenses. Thus, we observed a significant presence of Disney licenses such as Mickey and Minnie Mouse, as well as a wide range of Disney Princesses, Marvel heroes, and iconic characters such as Doraemon. The Japanese child icon was present in various stands and has a great reception among Chinese young audiences, while for girls, the star was Hello Kitty.
The next editions of China Toy Expo, China Kids Expo, and China Licensing Expo will take place October 20 to 22 at the Shanghai New International Expo Center, which will feature an exhibition space of up to 140,000 square meters.
