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Packed anime conventions, plush toys on fire, trade shows everywhere——emotional spending is at a crossroads
Anime conventions and merchandise stores are painting a starkly contrasting picture. According to industry media reviews, the pace of merchandise store closures has accelerated further since the start of 2026; in the highly popular Nanjing Road merchandise district in Shanghai, more than half of the shops have been boarded up. Meanwhile, weekend anime conventions continue to draw crowds, with trading of badges and standees remaining as hot as ever.
Behind this lies a shift in consumer logic: from "stocking and grabbing goods" to "refined cultivation"—— the era of one IP dominating the entire market is nearing its end. Brands that can consistently produce quality content, maintain a stable product lineup, and offer differentiated merchandise are the ones fans will continue to pay for. For the industry, this is a brutal yet necessary reshuffling.
As guzi stores pull back, plush toys are having a moment in the spotlight. Disney's LinaBell fall/winter plush collection is rolling out, and accessories like the StellaLou knitted hat are selling well too. Genshin Impact's Paimon plush charm now comes with voice Easter eggs, while HEYONE's "Lawu" interactive touch series is taking over social media. Research shows that roughly 58% of young people treat plush toys as "emotional companions"——that soft, squishy feel is becoming a small escape from busy life.
This "fuzzy" trend has reached the trade show floor too: the upcoming CTE China Toy Expo & Trend Toy Expo will showcase a large number of new plush and trendy toy products——a must-see for fairgoers (see section 03 below).
As we move into the second half of October, Shanghai's exhibition scene heats up significantly. One of the most anticipated events is CTE China Toy Expo & Trend Expo, taking place from October 21–23 at the Shanghai New International Expo Centre. Approved by the Ministry of Commerce as a "China International" toy exhibition, it is one of Asia's largest trade shows covering the entire toy industry chain:
Co-located with the expo are CKE China Baby & Child Products Expo and the 19th CLE China Licensing Expo, bringing together 2,700+ IPs. A newly added cultural & creative product showcase area features museum-inspired designs, intangible cultural heritage craftsmanship, city symbols, and popular IP collaborations—spanning stationery, handmade crafts, and art pieces—offering a window into "IP × Merchandise × Packaging" trends.
Over the recent National Day holiday, WF2026 Shanghai (Wonder Festival) wrapped up on October 3–4 at the Shanghai New International Expo Centre—the annual flagship event for figure sculptors and studios. Meanwhile, tickets for CICF × AGF in Guangzhou are now on sale across all platforms, making October a packed month for anime fans.
10 月的新品消息相当密集，我们帮大家划了几个重点（时间均以官方发布为准）：
A badge, an acrylic standee—getting from the factory into a fan's hands takes layer upon layer of protective packaging. Why is merch packaging getting more sophisticated? A few quick insights:
From October 16: The Monogatari Series "Alice in Wonderland" themed pop-up debuts;
Ends October 18: Tianwen Kadokawa × Siamese Cat Xiao Douni collaboration pop-up "Yin Wei You Ni" (Shanghai New World City, 4F);
October 21-23: CTE China Toy Expo & Trendy Toy Show × CKE Baby & Child Expo × CLE Licensing Expo (Shanghai New International Expo Centre);
Stay tuned: Hatsune Miku Nendoroid V6 pre-orders (until 10/14), METAL BUILD Hatsune Miku (releasing 10/24).
No matter how the market shifts, products that truly capture hearts will always find their audience.
From badges and acrylic stands to plush toys and packaging, Hengyi Culture covers the entire merchandise manufacturing chain, supporting every IP from creative concept to the moment it reaches fans' hands.
