Toy & Edu China: Information for exhibitors – what to expect from the toy trade show

As the leading toy fair in Hong Kong and the whole of Asia, Toy & Edu China aims to help toy brands and companies penetrate China's growing toy sector, which is the world's fastest-growing market. With over 30 years of history, the toy trade show continues to grow each year thanks to an increasing number of toy exhibitors and visitors from a huge variety of nationalities across the globe.

Concurrently with Baby & Stroller China and Licensing China, Toy & Edu China is prepared to enhance its reputation as one of the world's leading wholesale toy trade shows. We provide exhibitors with greater business opportunities by covering all toys and education genres products, techniques and services.

Whether you're a toy exhibitor from China, Hong Kong, Asia or further away, joining the toy fair is a great way to market your latest products to potential buyers and nurturing brand awareness. Adapting to the new normal, an innovative virtual solution is in place for exhibitors to showcase their toy products digitally, allowing buyers from Hong Kong, China, and other global markets to step foot in the huge China market regardless of their location.

We invite all exhibitors to join Toy & Edu China and unleash your market potential with us!

2023 Booth applications open 

Booths for the wholesale toy trade show are selling out quickly! Don't miss the chance to benefit from the strong rebound in the Chinese market. Act now!

Highlights for Exhibitors - Toy Fair

With 34 years of history, Toy & Edu China is the largest toy fair in South China.

In 2022, the fairs attracted a total of 50,437 visitors*.

* includes figures of Baby & Stroller China and Licensing China

Shenzhen's GDP grew to USD 350 billions in 2018, ranking  behind only Beijing and Shanghai, equalling Hong Kong, and placing it among the top 30 cities in the world.

The toy trade show held in March can facilitate our exhibitors by giving them a head start in the sourcing season when they attend South China's first industry event of the year.

 Toy & Edu China is concurrent with Baby & Stroller China and Licensing China. It allows exhibitors to meet an even wider range of buyers, fulfilling every sourcing need at our toy trade shows in one stop.

venue outlook

The 2022 edition of Toy & Edu China will be held at the world's largest exhibition venue - Shenzhen World Exhibition & Convention Center. Having opened its doors to exhibitors in November 2019, the Shenzhen World Exhibition & Convention Center is the ideal place to hold our toy fair and cater to visitors from Hong Kong, China, and across all of Asia. With over 500,000 square meters of floor space, our wholesale toy trade show can accommodate many exhibitors and visitors.

Being held in Shenzhen, the venue of this year’s toy fair is especially convenient for toy brands and companies in Hong Kong and Southeast Asia who wish to showcase their newest and best innovations.

Know more about the venue

Opening times

Exhibition date 7 - 9 April, 2023 (Fri - Sun)
Exhibition venue

Shenzhen World Exhibition & Convention Center

No. 1 Zhancheng Road, Fuhai Street, Bao’an District, Shenzhen, China (Google map)

Opening times 09:00 - 17:00 (Day 3 open to public from 13:00 and close at 15:00)

Exhibiting in-person

Exhibit at the International Zone to seize business opportunities at the toy trade show.

Meet face-to-face with over 50,000+ buyers at the centre of the world’s toy manufacturing base
Maximise your exposure at the concurrent industry forum, seminars and product presentations

Participation rates - Standard booth / Raw space

Rates Booth facilities
Raw space (min. 36 sqm) RMB 1,260/ sqm Raw space comes without any equipment.
Standard booth package (min. 9 sqm)
RMB 1,650/ sqm - 1 fascia
- 1 table
- 2 chairs
- 1 power socket (300w)
- 3 spotlights
- 1 garbage bin
- carpet

Exhibiting virtually

Participate in the wholesale toy trade show virtually whilst displaying your products and brochures onsite.

You will have a booth with a glass cabinet for product displays and a LED TV to play videos
Video conference equipment will be available for meetings with onsite buyers
Staff will be present to assist booth setup, provide interpreting services, and collect buyers’ business cards
Virtual booth_210120

Participation rates - Showcase booth + on-site & virtual exhibition support 

Rates Booth facilities
Standard booth (6 sqm) RMB 14,850
  • Basic standard booth furniture
  1. Complete booth construction
  2. Wall to wall carpet
  3. 3 spotlights & 1 power socket (300w)
  4. 1 table & 2 chairs
  5. 1 fascia board with company name and booth number
  6. 1 garbage bin
  • Glass Cabinet for product display
  • ipad+ 1 headset + data card, for meeting with on-site visitor via video conference
  • English –Chinese speaking temp staff to help assist your booth from booth setup date till the end of the show (Total 4 days)
  • 1,000 pcs A4 size 4C color leaflets
  • Choose one of the following:
  1. Wall sticker with your own design printing; OR
  2. LED TV for playing brand / product introduction video at entire show period.
Online platform exposure + Business development support  
  • Using e-connect business matching service

Applicants can use this service to contact buyers and exhibitors who have registered for this service.

  • Applicant company / product info will be introduced in the show e-newsletter (Database: 200,000 toy, baby, licensing industry players)
  • Applicant company info will be included in the exhibitor list of the show, listed on websites and show catalogue

Sponsorship and advertising opportunities


By taking advantage of Toy & Edu China sponsorship/advertising opportunities, your marketing dollars will be put to greater use. Exclusively for the exhibitors of Toy & Edu China, these sponsorship / advertising opportunities will enhance your profile and the effectiveness of your participation at the toy trade show.

If you would like to have a customise promotion plan, explore advertising opportunities on our show publications or at the show venue, please feel free to contact our Sponsorship Marketing Team for more details.

Messe Frankfurt (Shenzhen) Ltd

Ms Sasha Zhu / Mr Kevin Tang

Tel: +86 755 8299 4989 ext. 606 / +852 2230 9289



2023 version is released and can be downloaded below. 

Sponsorship and advertising proposal

Toy Fair Exhibitors' comments

Toy & Edu China plays a significant role in the industry as it connects Chinese buyers with Hong Kong manufacturers who are developing their own brands and designs. They are here to showcase Hong Kong-made innovative products and grasp the potential presented in the Chinese market. We have been very busy so far with a lot of inquiries from visitors, so the result is very promising.

This is our first time to exhibit at the fair and I think Toy & Edu China is an important global event and also plays a leading role in the Chinese toy market. We are here to expand our sales channels in South China. We are satisfied with the exhibiting results as our new products have gained great popularity amongst buyers. However, I hope we can meet more overseas buyers when the pandemic is over. Furthermore, our company will focus more on developing educational toys as this trend has continued to emerge in the global and Chinese market.

The fair is an ideal platform for companies to get a foothold in the Greater Bay Area. From the customers’ responses on our new products, and also the pre-orders we have got, we are confident about the toy market. The pandemic did not have much impact on us; our domestic sales were down for the first few months of the outbreak, but since then they have rebounded significantly. There is still much potential in China as the country is focusing on the stimulation of internal circulation and demand.

We are grateful to the fair organisers for providing a gathering platform for the toy industry for deeper interactions. Also, the fair allows us to exchange views on the market changes and product ideas with our fellow peers.

Our booth has been very busy and buyers who expressed interests in our products are from distributors for online and offline channels, supermarkets and malls, family restaurants and more. The visitors are more professional with clear sourcing needs as they know a lot about toys. In the future, I think Chinese consumers will care about product quality rather than price.


Further information for your participation


Exhibition grounds

Here you can find an overview of the various halls, entrances and other important information about the fairground.


Arrival & stay

Here you will find important information about your arrival and stay during the fair.



Here you can find important information for your journey to Shenzhen, China and about your visa.

Holding Question marks1


This page includes a series of questions that are commonly asked by exhibitors and attendees.