Core Insights - The 138th China Import and Export Fair, also known as the "Canton Fair," has seen a significant shift in the toy exhibition area, with a growing emphasis on self-owned brand IPs and higher quality products, attracting numerous buyers [1][3] - Overseas buyers, particularly from Europe, the Middle East, and other regions, are increasingly interested in Chinese original IPs and are expressing strong interest in obtaining overseas agency rights for these brands [1] - The toy exhibition area covers approximately 34,000 square meters, featuring nearly 900 companies and over 1,600 booths, showcasing a variety of toy categories [4] Industry Trends - There is a noticeable transition in buyer preferences from low-cost products to a focus on IP image and self-owned brands, indicating a maturation in the market [3] - The demand for high-quality, innovative toys with unique branding is becoming a new growth point for China's original IPs in the overseas market [1][3] Exhibition Details - The toy exhibition includes categories such as infant toys, electric or remote-controlled toys, action figures, and other toys and accessories, highlighting the diversity of products available [4]
从广交会玩具展区“新”变化看底气 海外市场正加速成为中国原创IP新增长点
Yang Shi Wang·2025-11-01 12:25