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Business dynamism in the toy industry in China

Emili Alsina, Director, Ediciones Just

  • Key4Communications

From the 14th to the 16th of October was held in Shanghai the trade show China Toy Expo, a benchmark for the toy industry in China. The toy market is very dynamic in the Asian country. This sector has one type of consumers (the parents) increasingly interested in products that provide educational value; and another type of consumers (the children), who are increasingly interested in licensed products. The trade show, which has celebrated its 12th edition, was held simultaneously with China Kids Expo (childcare sector) and China Licensing Expo (licensing sector).

From Juguetes B2B , as a means of professional communication in the toy industry, we attended the three events to give coverage of the lastest trends and developments that will shape 2015. This joint exhibition of the three sectors makes perfect sense given the synergies that occur among them. For example, the licensing has a large influence in the toy industry, as well as there are licenses for children's products for 0-3 years. Hence, to celebrate the three events at the same time is interesting for professionals in the three sectors.

Some of the conclusions we drew from our visit were:

- Around 700 exhibitors displayed a wide offer. Particularly relevant was the large number of manufacturers in the preschool and wood constructions product categories.

- Recognised companies such as LEGO had their own booth, sharing space with Chinese companies who managed well known brands such as Intex, Collecta, Bestway, Maisto, Blue Box, Silverlit, Canal Toys, Maisto and Burago, among others. Also HAPE -established in China, Safari, the Spanish Goula, Step2 and VTech completed the international representation.

- Although the international presence was a fact, most of the enterprises present in this trade show were locals, which offered specific categories without renowned.

- Brands are highly valued for middle and upper class Chinese consumers, who increasingly appreciate the values of trust, quality and safety. Thus, brand such as LEGO are growing precipitously in China.

- Licenses are also important in China and, in the absence of their own known brands, they bet for international licenses. We observed a significant presence of Disney licenses with classics like Mickey and Minnie, Disney Princesses and Heroes from Marvel or the Japanese Doraemon. This Japanese child icon was present in various stands and has a great reception among Chinese young audiences. For girls, the star is undoubtedly Hello Kitty .

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