Trade fairs in Shanghai: Brand & IP Licensing

Why it matters

The largest toy fair in Asia, run by the national industry association, with exhibitors and buyers from 40+ countries. The co-located licensing fair (CLE) is the interesting part for a European rights holder — character and brand licensing into China is a genuine revenue line that needs no shipping.

Who is in the room

Toy buyers, licensors and licensees, retail chains, OEM/ODM sourcing teams

Good fit for

• Toy and collectible brands seeking Chinese distribution
• Character and IP licensors
• Sourcing teams for OEM/ODM production

Organiser

China Toy & Juvenile Products Association

Why it matters

The only licensing exhibition in China approved by the Ministry of Commerce, and the largest in Asia. If you want to license a brand or character into the Chinese market, this is where the domestic licensees actually come.

Who is in the room

IP owners and licensors, brand and character agencies, retailers and licensees in toys, apparel and FMCG

Good fit for

• Brand and character IP owners
• Licensing agencies
• IP legal and royalty-audit services

Why it matters

Co-organised with BolognaFiere — the Bologna Children's Book Fair people — which is why the rights trading here actually functions to international standards. Around 500 exhibitors and 50,000 visitors. For a European publisher or illustrator this is a more targeted room than the giant Beijing book fair, and Chinese children's publishing pays real advances for foreign picture books.

Who is in the room

Publishers, rights buyers, literary agents, illustrators, education buyers

Good fit for

• Children's publishers selling translation rights
• Illustrators and literary agents
• Character licensing and educational content owners

Organiser

Shanghai Municipal Press & Publication Bureau, China Education Publishing Group, BolognaFiere