Visiting CTE China Toy Expo 2026, One of China’s Largest Toy Trade Shows
In October 2026, we visited CTE China Toy Expo 2026, held in Shanghai, China.
CTE China Toy Expo is one of China’s largest toy trade shows, bringing together toy manufacturers, character IPs, and collectible toy brands from China and around the world.
A wide variety of companies and brands showcased their products, including character toys, figures, and plush toys.
The venue featured large-scale character displays and booths designed to bring each brand’s world to life. These presentations demonstrated how brands communicate their appeal not only through their products but also through the overall exhibition space.
The exhibition covered a wide range of products, from merchandise based on established IPs in anime and manga to new product lines featuring original characters.
In recent years, China has seen growing opportunities for product development centered on characters and art. The culture of enjoying works and characters through toys and collectible merchandise continues to evolve.
During our visit, we had the opportunity to observe these market trends, as well as the diverse ways in which character IPs are presented and developed into products.
At the ZINKO “OneDotToy” booth, Miorinne, a character created by Japanese artist Ryoko Kaneta, was also introduced.
One of the highlights of our visit was seeing how characters originating from art can take on new forms through toys and collectible merchandise.
We look forward to continuing to explore the possibilities of art and character IPs, as well as emerging trends that may lead to new products and projects, through exhibitions and events in Japan and abroad.
