China Toy Expo (CTE) Shanghai 21–23.10.2026: The Global Toy Industry's Largest Meeting Point Opens Its Doors

The global toy and baby products sector is gearing up for one of Asia's most influential industry events: China Toy Expo (CTE). Held annually at the Shanghai New International Expo Centre (SNIEC), the trade fair continues to serve as the benchmark for innovation, market trends, and direct manufacturing opportunities.

Where and when the event takes place

The exhibition traditionally takes place in mid-October, on 21–23.10.2026, in the financial metropolis of Shanghai, within the vast SNIEC (Shanghai New International Expo Centre) complex. Together with co-located events dedicated to licensing (CLE - China Licensing Expo), baby strollers and baby products (CKE), and pre-school education (CPE), the event transforms Shanghai into the epicentre of international trade in fast-moving consumer goods for children.

The scale and scope of the fair: Thousands of exhibitors and global brands

CTE is not merely a trade fair, but a massive B2B sourcing platform. According to the organisers:

- Over 2,500 direct exhibitors, ranging from major OEM/ODM factories to emerging innovative brands;
- Over 5,200 represented brands, covering comprehensive categories: educational toys, wooden toys, electronic toys and robots, plush toys, board games, and collectible models;
- An exhibition area exceeding 230,000 sq m, gathering tens of thousands of international buyers from more than 100 countries and regions.

A defining element of CTE is the presence of China's major industrial hubs (Guangdong, Zhejiang, Jiangsu, Shandong provinces), offering direct access to decision-makers and factory management, without intermediaries.

Why is CTE an essential event for importers and retailers?

1. Direct access to the source (Factory-Direct): Trade visitors have the opportunity to negotiate competitive prices, assess sample quality on site, and establish bespoke OEM/ODM manufacturing terms.
2. Innovation and sustainability: The latest product launches, the use of eco-friendly materials, and the integration of smart technology into toys are showcased for the first time at CTE.
3. Complete synergy with concurrent events: The simultaneous presence of China Licensing Expo (CLE) offers valuable insight into the most sought-after IPs (intellectual properties) and global licensing opportunities.

How AGS Factory Bridge can assist you

For companies wishing to make the most of their participation in China Toy Expo, the AGS Factory Bridge team provides dedicated on-site support: from strategic supplier selection and scheduling B2B meetings, to quality audits, factory compliance verification, and commercial negotiation support. Stay connected with AGS Factory Bridge to optimise your supply chain directly from the source.