Licensing China - A Shenzhen Success Story

Licensing China 2023

,7 – 9 April 2023

Opening hours:

09:00 - 17:00 (Day 3 opens to the public from 13:00 – 15:00)

Venue:

Shenzhen World Exhibition & Convention Center, China

Toy & Edu, Baby & Stroller and Licensing China are organised by the Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co Ltd and Messe Frankfurt (HK) Ltd.

For more information, please visit www.licensing-china.com.

The hub for licensing business amid rising demand

Formerly a small pavilion at Toy & Edu China that has grown into a trade fair in its own right, Licensing China has witnessed first-hand the rise in popularity of licensed consumer goods, which are currently all the rage in China, and particularly in Shenzhen – a growing hub for this type of business. Super hero images, animation characters, celebrity brands, to name a few, are increasingly being integrated with different types of consumer goods, as more manufacturers recognise the collaboration can transform an audience who are emotionally attached with these IPs (intellectual property) into new customers. Among all industries, the toy sector has seen significant growth of this type of business. E-commerce sales of licensed toys in China rose more than 14% in the first quarter of 2022 year-over-year. As household income increases, more consumers are now looking for products that are not only functional but also entertaining, and that also reflect their values. According to Daxue Consulting, 88% of caregivers prefer toys that reflect their own parental values. These principles are often symbolised and embodied in specific IPs, leading to more products incorporating IP images and designs that capture the heart of caregivers – a demographic that frequently purchase children’s toys. As one of three concurrent events happening next April, Licensing China will once again join force with Toy & Edu China and Baby & Stroller China for an action-packed 2023 edition, with the show set to feature a string of exciting new licensing products. The co-located shows connected 50,437 visitors with 1,326 exhibitors from 9 countries and regions in 2022, generating synergies and cross-over opportunities between the related sectors and markets. Iconix, UYoung, Medialink and many more renowned exhibitors have utilised this platform to expand their presence in the market. Ms Wilmet Shea, Deputy General Manager of Messe Frankfurt (HK) Ltd expressed: “After overcoming many challenges to successfully hold the three shows in 2022, we are looking ahead with confidence to another productive gathering at the 2023 edition. This comprehensive event will be the first major trading platform for the industry to kick off the sourcing season in Mainland China. New products and innovative ideas from an impressive line-up of exhibitors showcasing licensing and licensed products can be expected at the platform in April.” Suppliers or buyers who wish to participate and benefit from the fairs’ resources but are unable to join physically, can sign up for the E-connect 360 digital platform, where users can gain valuable insight from exclusive talks and forums concurrently held with the fairs. Digital participants can also benefit from an online business matching programme – rated the most popular service by E-connect users in 2022.