TOTAL LICENSING
By Alice Yang Licensing Team China Toy & Juvenile Products Association Tel: +86-10-66038881 WeChat: chinalicensing alice_yang@tjpa-china.org www.tjpa-china.org www.chinalicensing.org
The 14th edition of the China Licensing Expo (CLE) was held from October 21st to 23rd, 2020 in Shanghai, China. China Licensing Expo continues to be the largest and most effective licensing event in Asia despite the influence of the COVID-19 pandemic this year. After 14 years of development, China Licensing Expo is widely recognized as the most effective channel in order to understand the Chinese licensing market, promote brands, and expand licensing businesses in China and Asia. For over a decade, the China Licensing
Property Categories of Exhibitors at CLE 2020 Cartoon & Animation 25% Art & Culture (inc Museums) 17% Fashion,Trend & Lifestyle 14% Moves & TV Programs 13% Video Games 7% Corporate Brand/Trade Name 6% Images & Stickers 6% Video & Publishing 4% Sports 3% Network Literature 3% Collegiate & Celebrities 1% Expo has witnessed the development of the licensing industry in China. CLE 2020 presented over 1,800 brands, covering every aspect of property category, including entertainment and characters, fashion, art, lifestyle, museum, sports, and NGO. According to the organisers, the China Toy & Juvenile Product Association, professional attendees at CLE 2020 numbered 69,433, showing a slight growth over previous years despite
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the impact of COVID-19. The most popular industry categories of the visitors were toys/non-video games, apparel/accessories, product design/ marketing, and infant & kid’s products. China Licensing Expo 2020 was held concurrently with the China Toy Expo, China Kids Expo and China Preschool Expo. And this year, more and more records were broken at CLE. Many new things happened at this expo that are worth highlighting.
