Spielwarenmesse has terminated its direct involvement with the Shanghai Toy Expo effective immediately.
The group said that despite its efforts, the international share of exhibitors at the event and its import orientation have remained below strategic expectations.
Ernst Kick, CEO, said: “Unfortunately, the consumption market for toys still does not possess the necessary dynamic, particularly for placing sufficient quantities of Western brand articles.
“In addition, there has been a sharp rise in the number of national toy fairs over the last four years, which posed considerable problems for positioning the Shanghai Toy Expo as leading Asian fair. Our role as international marketer of the fair therefore no longer exists to a sufficient economic extent.”
The fair has been jointly organised by Spielwarenmesse and the China Toy Association since 2002. The CTA said it intends to continue the event for the Chinese domestic market.
Spielwarenmesse says it will continue to observe the China toy market and it doesn’t rule out a new commitment in the future, if circumstances change.