Toy & Edu China and Licensing China will host digital-physical hybrid fairs this year

Toy & Edu China, Baby & Stroller China, and Licensing China will be offering a physical-digital hybrid fair experience this March with an online platform to support toy, baby product, and licensing companies exploring business opportunities in the region.

The virtual marketplace will go hand in hand with the physical fairs that will be held in Shenzhen from March 30th to April 1st this year.

The move follows the heightened demand for online exhibition services against the backdrop of the ongoing Covid-19 pandemic. As a result, Messe Frankfurt’s E-connect 360 will feature a series of digital solutions that ‘go beyond geographical locations and time differences’ to help boost business interaction on a global scale.

A dedicated website will be available by the end of February, giving exhibitors and buyers access to the services all in one place.

Ms Wendy Wen, senior general manager of Messe Frankfurt (HK) Ltd, commented: “We are finding innovative and effective ways to help our stakeholders embrace the digital possibilities driven by the pandemic. As an extension of the three in-person events, the online platform will present brands with valuable opportunities to establish connections and maximise coverage.

“Meanwhile, livestreaming of concurrent conferences and the fair tours will be employed for the first time during the fairs to enhance online participation.”

To replicate face-to-face interactions for those who cannot travel to China, a business matching service will be available on the ‘E-connect 360’ platform four weeks before and after the fairs, allowing industry players to interact virtually and build new relationships in a more flexible manner.

Users can check out business profiles based on AI-powered recommendations or manual searches, and reach out to their preferred business partners using the built-in instant messaging tool. Moreover, it can be used to pre-arrange and hold video meetings during the fairs.

Buyers visiting the fairs in person, meanwhile, can use the business matching programme to schedule appointments with online exhibitors.

Click here for more details and to pre-register for the business matching service.

In addition to business matching, exhibitors can utilise the ‘E-connect 360’ platform to promote their company and product offerings. Brands can submit their product shots along with descriptions and video content which will be made available for viewing on the website.

Moreover, an information centre that highlights the latest developments about the toy, baby product and licensing sectors will provide valuable insights to industry players.

When the fairs open, virtual participants can enjoy livestreaming from the fairground. Fringe programme events such as conferences and the fair tours will be broadcasted live on the platform.

Toy & Edu China, Baby & Stroller China and Licensing China are organised by Guangdong Toy Association, Guangzhou Li Tong Messe Frankfurt Co Ltd and Messe Frankfurt (HK) Ltd. The three fairs will be held at the Shenzhen World Exhibition & Convention Center from 30 March to 1 April 2021.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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