Toy & Edu China and Licensing China will host digital-physical hybrid fairs this year

Toy & Edu China, Baby & Stroller China, and Licensing China will be offering a physical-digital hybrid fair experience this March with an online platform to support toy, baby product, and licensing companies exploring business opportunities in the region.

The virtual marketplace will go hand in hand with the physical fairs that will be held in Shenzhen from March 30th to April 1st this year.

The move follows the heightened demand for online exhibition services against the backdrop of the ongoing Covid-19 pandemic. As a result, Messe Frankfurt’s E-connect 360 will feature a series of digital solutions that ‘go beyond geographical locations and time differences’ to help boost business interaction on a global scale.

A dedicated website will be available by the end of February, giving exhibitors and buyers access to the services all in one place.

Ms Wendy Wen, senior general manager of Messe Frankfurt (HK) Ltd, commented: “We are finding innovative and effective ways to help our stakeholders embrace the digital possibilities driven by the pandemic. As an extension of the three in-person events, the online platform will present brands with valuable opportunities to establish connections and maximise coverage.

“Meanwhile, livestreaming of concurrent conferences and the fair tours will be employed for the first time during the fairs to enhance online participation.”

To replicate face-to-face interactions for those who cannot travel to China, a business matching service will be available on the ‘E-connect 360’ platform four weeks before and after the fairs, allowing industry players to interact virtually and build new relationships in a more flexible manner.

Users can check out business profiles based on AI-powered recommendations or manual searches, and reach out to their preferred business partners using the built-in instant messaging tool. Moreover, it can be used to pre-arrange and hold video meetings during the fairs.

Buyers visiting the fairs in person, meanwhile, can use the business matching programme to schedule appointments with online exhibitors.

Click here for more details and to pre-register for the business matching service.

In addition to business matching, exhibitors can utilise the ‘E-connect 360’ platform to promote their company and product offerings. Brands can submit their product shots along with descriptions and video content which will be made available for viewing on the website.

Moreover, an information centre that highlights the latest developments about the toy, baby product and licensing sectors will provide valuable insights to industry players.

When the fairs open, virtual participants can enjoy livestreaming from the fairground. Fringe programme events such as conferences and the fair tours will be broadcasted live on the platform.

Toy & Edu China, Baby & Stroller China and Licensing China are organised by Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co Ltd and Messe Frankfurt (HK) Ltd. The three fairs will be held at the Shenzhen World Exhibition & Convention Center from 30 March to 1 April 2021.

Messe Frankfurt hails success of Licensing China a ‘positive step towards the return of trade shows’

Messe Frankfurt has heralded the success of its three events, Toy & Edu China, Baby & Stroller China, and the inaugural Licensing China, as the first positive steps for the return of business-to-business events and in-person interactions in the region. The trio of events were the first fairs to be held by the organisation since February this year.

According to Messe Frankfurt, the three shows were warmly welcomed by the industry who depend on the platform for business exchange, market information and for the chance to capitalise on new retail opportunities in China’s market. Across the three, a total of 61,553 visitors attended and 1,321 exhibitors.

Wendy Wen, senior general manager of Messe Frankfurt (HK) Ltd said: “After a challenging first half of the year, the three fairs were more important than ever for businesses aiming to reconnect and re-establish themselves within the market. And as a trusted platform, exhibitors and buyers across the toy and baby product industry continue to recognise the importance of the fairs as a means to access the promising South China market, which has become even more important in recent years with the emergence of the Greater Bay Area concept.

“What makes Shenzhen the ideal location for the fairs is its reputation for technological development, coupled with its close proximity to the region’s major toy manufacturing hub. At the shows, exhibitors had the chance to meet with high-quality buyers, including many from e-commerce companies based in the area, whilst new and innovative products proved to be popular.

“It is for these reasons that we decided to relocate the fairs. And from the positive response reported, it was clearly the correct decision and a beneficial move for all participants, who were able to capture the full-potential in the Greater Bay Area.”

Formerly a product zone of Toy & Edu China, Licensing China made its debut this year to mirror the growth of the licensing industry in China, and catering to the increased demand for licensed products. It is hoped that the platform will now continue to expand and promote cross-industry collaborations alongside the developing licensing market in the region.

Of course, for Messe Frankfurt, health and safety remained its number one priority in re-introducing its physical trade shows in a world still fighting against the coronavirus pandemic. The organisers implemented added measures for each fair, including real-name authentication at registration, online temperature checks, frequent sanitisation of fairground facilities and guidelines for the spacing of tables inside booths.

The next editions of Toy & Edu China, Baby & Stroller China and Licensing China will be held concurrently from 30 March – 1 April 2021 and will once again, take place at the Shenzhen World Exhibition and Convention Center.