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.