Frequently asked questions

The fair takes place from 31 March - 2 April 2027 at Shenzhen World Exhibition & Convention Center (SWECC), Bao'an District, Shenzhen, China.

The event scale over 130,000 sqm of exhibition space, featuring 1,400+ exhibitors from around the world and attracting more than 77,000 visitors across 37 editions of industry expertise.

The fair offers four key strategic advantages that make it an unmissable event for international sourcing:

• Direct Sourcing Opportunities: Connect face-to-face with primary manufacturers and source factories, cutting out intermediaries to secure competitive factory-direct pricing.
• Perfect Timing for Product Launches: Held in early spring (March/April), the show coincides with the peak season for new product releases, allowing buyers to secure the latest market trends early in the year.
• Easy Access & Logistics: Located in Shenzhen—the heart of the Greater Bay Area—the venue offers seamless connectivity to international airports, high-speed rail, and major toy manufacturing hubs across Southern China.
• Unrivaled Sourcing Inspiration: Enjoy free entry to 3 concurrent fairs (Toys, Baby Products, and Licensing), opening up boundless cross-industry sourcing opportunities and innovative product ideas in one single trip.

The fair provides a comprehensive sourcing platform covering:

• Pop Toys & Collectibles: Blind boxes, anime merchandise, figures, die-cast models, and garage kits.
• Traditional & Educational Toys: Wooden toys, plush items, electronic toys, puzzles, and board games.
• Smart Toys & STEAM: AI interactive toys, electronic learning devices, STEAM kits, and smart robots.
• Baby & Maternity Gear: Strollers, car seats, ride-ons, nursery items, and infant care products.
• IP & Brand Licensing: Character, brand, sports, and gaming IP authorizations.

The fair covers the entire global toy, baby product, and licensing supply chain, allowing international buyers to directly connect with 8 key supplier categories:

• Brand Owners: Discover established and emerging global brands looking for regional distributors, agents, and retail partners.
• License-Owning Manufacturers: Source directly from certified factories authorized to produce officially licensed merchandise.
• Direct Factories / OEM & ODM: Partner directly with source factories in China for high-volume manufacturing, custom design, and private label production.
• Licensors: Connect with official intellectual property (IP) holders for character, anime, gaming, and brand licensing opportunities.
• Exporters: Work with experienced export companies familiar with international safety standards, customs, and global logistics.
• Agents: Partner with local and regional trade representatives to facilitate distribution and business operations.
• Importers: Network with international import specialists to streamline cross-border supply chains.
• Dealers: Access flexible order options and consolidated product sourcing from local and overseas distributors.

To ensure a smooth sourcing journey, we offer dedicated international buyer services including business matching, guided factory tours, on-site translation support, and travel/hotel booking assistance.

Contact us for more info toy@hongkong.messefrankfurt.com

The exhibitor service can be amended if the order was placed through the organisers' official contractor - Milton. Please contact candicechen@milton-gz.com for details.

Hong Kong, Macau and overseas buyer without China identity card

Please note no physical badge will be issued. When you arrive at the venue, please bring along below items to enter the halls.

1. Pre-registration barcode

2. Valid travel document (Passport / Home Return Permit)

3. Business card 

Domestic Buyer

Please note no physical badge will be issued. Below items are needed to verify your identity with the automatic gate at the registration hall in person.

1. Pre-registration barcode

2. China ID card

3. Business card 

You just need to register one QR code to access the three fairs. Admission is free of charge, you can register online to get the registration barcode.

Each year we will have a new badge with new QR code, please register again to get the badge. Our system will not have last year’s record so you will not able to access the fairground by using last year’s or old editions’ badge.

Each badge is issued to an individual with name and company name on it. It is not transferable. If you have more than one representative or friends would like to attend our fair, each of them need to register their own badge to access the fairground and attend fringe programme. Each badge can redeem one fair catalogue, we highly recommend that you register your own badge.

As our fair is a B2B fair, persons under 16 will not be admitted. And there will not be any babysitting service at the fairground. Please arrange in advance if you are travelling with your child under 18.

The new venue is Shenzhen World Exhibition & Convention Center. It is located in Shenzhen Bao’an district which is close to Hong Kong and is connected to different parts of China and the world by flight, train and ferry. You can check the Exhibition grounds for the location of the fair venue and know more about travel in Shenzhen on Arrival & stay.

You can refer to our “Arrive & Stay” webpage for the travel details.

You can refer to our “Arrive & Stay” webpage for the travel details.

You can find fairs’ latest news from the below channels.

Subscribe to our newsletter: Click here

Facebook: @SZToyFair

Linkedin: @sztoyfair

Twitter: @SZToyFair

You can refer to our “Theme & Events” webpage for the fringe programme details.

The next edition will be in 9-11 April 2026. The 2027 fair date will be announced after 2026 fair.

You can contact us at toy@hongkong.messefrankfurt.com.