China is embracing a new licensing trend in kids’ publishing, says Beijing International Book Fair organisers

The Beijing International Book Fair will be representing China’s growing interests in licensing with the launch of its first dedicated children’s publishing fair.

The new 14,200 square meter area will be launched in collaboration with UBM and will be dedicated to children’s titles and licensing, focussing on kids’ books rights trading, animated comics, IP licensing, education and digital.

The new, separate exhibition – Beijing International Children’s Book Fair – will aim to cover the whole industrial chain, brining together IP owners, agents, consumer goods manufacturers and other licensed companies and retailers.

The move is representative of the region’s growing commercial interest in licensing. According to LIMA, China is now the fifth largest licensed market in the world and ‘is still growing rapidly, particularly for children’s content.’

The market’s growth has been attributed to the lift on China’s one-child policy in recent years, leading to a baby boom in the country.

First time exhibitors at the show will include Walker Books, Book H and Imagine That.

The 25 Beijing International Book Fair – the largest in Asia – has also announced plans for other major sections including digital publishing, travel, children’s books and food and drink.

For the first time in the show’s history, the UK will the biggest represented country in terms of floor space, overtaking Japan and Korea.

UK exhibitors range from Pan Macmillan and Harper Collins to Kogan Pagen Nosy Crow and Phaidon Press.

Fair director, Ms Liying Lin, said that this show’s new concepts are reflective of the rapid changes in Chinese society and its publishing market.

“International publishers now recognise that doing business in China represents huge opportunities, particularly for those involved in e-publishing and licensing.

“Every year BIBF attracts exhibitors and visitors from overseas precisely because it provides a one-stop shop for anyone looking for new avenues, but this year we expect to see a striking increase in visitors representing the whole IP spectrum, reflecting how the publishing and entertainment markets in China are converging.

“As the Chinese publishing industry become more global, so we are once again pleased to welcome even more international exhibitors. This year w have a record number of exhibitors opening up new literary traditions and markets for us all.”

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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