More companies involved in China's toy and kids products industry are participating in the China Toy Expo, which is being held in Shanghai.

The expo runs simultaneously with the China Kids Expo and the China Licensing Show at the Shanghai New International Expo Center.

The three shows, which will start on Oct 13, have an exhibition area of 83,000 square meters. The number of exhibitors has exceeded 1,000, said Li Jiewei, a spokesman from the China Toy & Juvenile Products Association.

Leading toy brands from more than 20 countries and regions, including the United States' Little Tikes, the United Kingdom's Morphun, Germany's Eitech and Denmark's Plenty Play, will gather at the expo, which is considered a major channel into the Chinese market, Li said.

"China has become a hub for toys and kids products after 10 years of efforts," said Liang Mei, executive vice-president of the association.

She said international institutes, including the International Council of Toy Industries, have great expectations regarding the Chinese market and are sending representatives to the expo.

"Most exhibitors want to seek partners and sourcing opportunities in toys, juvenile products and licensing from the expo," she said.