Toy & Edu China (The 36th Shenzhen International Toy & Education Fair)

The 36th Shenzhen International Toy & Education Fair Overview

The 36th Shenzhen International Toy & Education Fair (2)

The 36th International Toy and Education Products Fair (Shenzhen)
The 15th International Children’s Vehicle and Maternity & Baby Products Fair (Shenzhen)
2024 International Licensing and Derivative Products Exhibition (referred to as “Shenzhen Toy Fair”)
will be held concurrently at the Shenzhen International Convention and Exhibition Center (Bao’an District) from April 8th to 10th, 2024. The synergy of the three exhibitions will activate the market and provide opportunities for brands to expand overseas.

The 36th Shenzhen International Toy & Education Fair Advantages

Driving Industry Recovery

As the largest professional toy exhibition in China, it has been a strong engine driving the industry’s development for over thirty years, garnering recognition and support from the industry. From April 7th to 9th, 2023, the Shenzhen Toy Fair successfully attracted over 1,400 exhibitors and 70,836 professional visitors. With a multitude of new products, prominent industry hotspots, and vibrant activities such as innovative technology exchanges, it has contributed to industry recovery.

The 36th Shenzhen International Toy & Education Fair (3)

Rapid Development of E-commerce Livestreaming

In recent years, restricted mobility has accelerated the shift to online consumption. Moreover, activities such as livestreaming shopping, product recommendation, and community group buying have further stimulated consumer spending. In 2023, a large number of e-commerce livestreamers participated in on-site activities at the Shenzhen Toy Fair, conducting live sales and exploring the exhibition. In 2024, we will continue to increase the invitation of e-commerce livestreamers to provide more online business opportunities for exhibitors.

The 36th Shenzhen International Toy & Education Fair (4)

New Opportunities for Offline Sales

While online channels are evolving rapidly, offline channels are also adapting to the development of the times. Retail stores are integrating with platforms such as Douyin and Meituan, stimulating consumption. Wholesale toys channels are also connecting with small and medium-sized e-commerce platforms, expanding their business scope through warehousing advantages and dropshipping services. Various chains of boutiques, restaurants, snack shops, and bookstores are purchasing toys to increase their average customer spending and even using branded custom toys as important traffic-driving tools.

The 36th Shenzhen International Toy & Education Fair (5)

Market Potential for Brand Expansion Overseas

The competitiveness of domestic toy products continues to rise, especially with the endorsement of major IP categories, which has gained favor from many foreign consumers. Domestic brands are further expanding into overseas markets, seizing new opportunities. The Frankfurt Exhibition Group has rich buyer resources globally. After optimizing epidemic prevention and control, we have resumed the invitation of overseas buyers. Last year, a large number of foreign buyers consulted about visiting the fair, indicating a significant increase in enthusiasm for purchasing from the production area.

The 36th Shenzhen International Toy & Education Fair Range of Products

Various Types of Toy

Electronic and electric, plastic, wooden toys wholesale, cardboard toys,barbie doll wholesale, plush toys, building blocks, puzzles, inflatable toys, children’s activities and sports products, riding toys, smart toys, model toys, DIY toys, musical toys,wholesale dog toys

Educational Products

Early childhood education products, electronic early education products, preschool amusement facilities, educational toys, science and education STEM/STEAM products

Teaching Aids (general teaching aids, preschool teaching aids), kindergarten supplies, special education supplies, educational publications

Animation Licensing and Derivative Products

Animation IP licensing, licensed derivative products, cultural and creative licensing, brand licensing, sports licensing, celebrity licensing

More info about The 36th Shenzhen International Toy & Education Fair:


  • Jack Hogan

    Jack Hogan, founder of since 2014, is a seasoned professional in the toy industry, having successfully assisted over 10,000 clients in procuring the perfect toys.

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