What are the children’s toy exhibitions?

What are the children’s toy exhibitions?

1. Why must professional buyers focus on toy exhibitions?

For experiential, redesigned toys like children’s squishies, exhibitions are irreplaceable trading hubs:

Direct sourcing: Direct access to factory-based exhibitors from 20 major toy production areas (such as Chenghai and Yiwu in China), cutting out middlemen and reducing procurement costs;

Trend prediction: Get first access to upgraded categories like aromatherapy squishies and co-branded products to avoid the risk of product simplification;

Qualification verification: On-site verification of product safety certifications (such as CE and CPC); some exhibitions offer third-party testing services;

Efficient connection: A single exhibition can connect with over 2,000 suppliers, equivalent to three months of offline customer acquisition.​

II. 2025 Global Core Toy Show Map (by Region)

(I) European and American Markets: High-End Purchasing and Trend-Setting Trends

1. Spielwarenmesse, Nuremberg, Germany

Key Information: January 27-31, 2026 | Nuremberg Exhibition Center | 170,000 m2 | 2,902 Exhibitors

Procurement Value:

The world’s largest toy show, featuring a “Trendy Toys Zone.” In 2024, over 30 Squeeze Toy companies will debut sequined and temperature-sensitive color-changing products.

A concurrent “Toy Safety Forum” will provide the latest interpretations of EU REACH regulations and help mitigate export risks.

70% of attendees are chain retailers (such as Toys “R” Us), making it suitable for bulk orders.

Procurement Tip: Prioritize booking booths for “CSI Certified Suppliers,” as these companies have passed the China Toy Association’s qualification verification. 2. Toy Fair New York
Key Information: March 1-4, 2025 | Javits Center | 41,800 square meters | 1,000 exhibitors
Procurement Value:
North America’s largest toy fair, the “Stress-Relief Toy Zone” has increased its share to 15%, focusing on biodegradable squishy toys;
Provides a “Buyer Matching Service” to proactively identify contract manufacturers for brands like Hasbro;
A CPSC certification consultation center is available on-site to address US market access challenges. (II) Asia-Pacific Market: Supply Chain Core and Cost-Effective Choice
1. Hong Kong International Toys & Games Fair
Key Information: January 12-15, 2026 | Hong Kong Convention and Exhibition Centre | 55,000 square meters | 2021 Exhibitors
Procurement Value:
A core export platform for toy companies in the Pearl River Delta, the Chenghai production area exhibited highly cost-effective Squeeze toys priced between US$0.50 and US$3 per unit.
A concurrent “Cross-Border E-Commerce Matchmaking Conference” was held, featuring Amazon and Shopify sellers offering on-site purchasing.
On-site sample viewing and ordering are supported, with some manufacturers offering 7-day fast sample production services. 2. Shanghai CTE China Toy Fair
Key Information: October 15-17, 2025 | Shanghai New International Expo Center | 230,000 square meters | 2,500 exhibitors
Procurement Value:
The largest in Asia, featuring a “Stress-Relief Toy Pavilion,” the 2024 edition showcased six innovative Squeeze Toy crafts, including aromatherapy and luminous toys.
Exclusively offering a “365 Cloud Exhibition” service, allowing for ongoing supplier connections through the online platform after the show.
The Yiwu exhibition group showcased the latest popular products (such as realistic food-shaped Squeeze Toys), with minimum order quantities starting at 500 pieces. (III) Emerging Markets: Growth Potential and Regional Characteristics
1. Playworld Middle East
Key Information: November 11-13, 2025 | Dubai World Trade Center | 16,000 sq m | 424 Exhibitors
Procurement Value:
A gateway to the high-end Middle Eastern and African markets, featuring eco-friendly silicone squishy toys, tailored to the needs of local maternity and baby chains;
Provides Arabic translation services and assists with localized procurement contracts.
2. IBTE VIETNAM
Key Information: December 18-20, 2025 | Saigon Exhibition and Convention Center, Ho Chi Minh City | 15,000 sq m | 215 Exhibitors
Procurement Value:
A new supply chain option in Southeast Asia, with Vietnamese factories offering 30% lower labor costs than China;
Focusing on the low-end squishy toy market (unit price US$0.3-1), suitable for sourcing from lower-tier channels.

III. Buyer’s Guide to Exhibition Participation

1. Pre-Show Preparation: Accurately Identify Your Target

Targeting Zones: Prioritize exhibitions with dedicated sections for “Soft Rubber Toys,” “Stress Relief Toys,” and “Baby and Children’s Products” (such as the Stress Relief Toys Pavilion at Shanghai CTE);

Qualification Pre-Valuation: Check the official exhibition website to see if exhibitors have certifications for their target export country (e.g., EU CE, US CPC);

Appointment Negotiation: Utilize the Hong Kong Toys & Games Fair’s “Buyer Appointment System” to identify 3-5 core suppliers in advance.

2. Efficient On-Site Procurement Techniques

Sample Verification: Focus on checking the resilience, odor (no pungent odor is preferred), and edge smoothness of the squishy toys;

Cost Negotiation: Request “tiered quotes” from factory-based exhibitors (e.g., price differences for 10,000, 50,000, and 100,000 units);

Trend Capture: Attend the “Global Toy Trends Conference” at the Nuremberg Fair in Germany to predict popular materials and designs for 2026.

3. Post-Show Follow-up: Key to Order Conversion

Sample Inspection: Send key samples to SGS and other institutions for testing to ensure compliance with importing country standards.

Capacity Verification: Verify the supplier’s monthly production capacity and delivery cycle through the Shanghai CTE “365 Cloud Connectivity” platform.

Small Trial Order: For first-time collaborations, we recommend a trial order of 500-1000 pieces to test market feedback before expanding the purchase volume.

IV. 2025 Squeeze Toy Purchasing Trend Alert

Material Upgrades: Biodegradable corn starch-based materials are becoming a new favorite, with 12 companies exhibiting related products at the Nuremberg Fair in Germany.

Functional Integration: Multifunctional Squeeze Toys with educational add-ons and washable features are experiencing growth exceeding 50%, accounting for 23% of on-site orders at the Shanghai CTE.

IP Collaboration: Licensed products from Disney, Pokémon, and other IPs offer a 300% premium, with a dedicated collaboration zone at the Hong Kong Toy Fair.