Fortnite, Gundam, Anime IP: China Toy Manufacturers’ IP Licensing New Frontier

Lesson 1: Fortnite — When the China Market Is Closed, Source for Export

Fortnite, developed by Epic Games and managed globally for consumer products licensing by IMG, has accumulated 650+ million registered accounts worldwide (source: IMG Licensing). However, the Fortnite China chapter is instructive for what it reveals about IP licensing complexity: the China version, “Fortress Night,” was launched in 2018 through an Epic Games + Tencent partnership, was never fully launched in China (it ran in “test” mode without in-app purchases), and was officially shut down on November 15, 2021 amid China’s intensifying video game regulation (source: CNBC, November 2021; PYMTs, November 2021).

This history creates a specific sourcing challenge for global buyers: Fortnite merchandise licensing for the global market is exclusively managed by IMG, Epic Games’ worldwide consumer products agency (source: Variety, 2018; IMG Licensing). China-based manufacturers can legally produce Fortnite-licensed merchandise — but only if they hold a valid sublicense from IMG, covering the specific territories, product categories, and quantities permitted by the agreement.

If you are sourcing Fortnite-licensed toys, apparel, accessories, cosmetics, or collectibles for export markets outside China, the path runs through IMG Licensing. At CBME China 2026, the concurrent Licensing Expo China and Toy & Education Expo feature manufacturers with international licensing experience — including those holding sublicenses from major Western IP holders. Request their licensing agreements and verify the scope directly with IMG before placing orders.

This is also a reminder that “available in China” does not equal “legally licensed for your market.” China’s regulatory environment means even globally massive brands may have no authorized China domestic licensing pathway. Source accordingly for your target territory.

For the broader toy and IP licensing context at CBME China 2026, see our Toy and Educational Product Manufacturers in China and the CBME China 2026 Visitor Guide for Toy & Education Expo zone details.

Lesson 2: Gundam — Authorized China Manufacturing at Scale

Gundam presents the opposite case from Fortnite: it is a brand with active, scaled, authorized China manufacturing operations — and understanding how Bandai Namco structures this is essential for any buyer evaluating IP licensing credibility in China.

Bandai Namco manages its Gundam intellectual property in China through Bandai Namco Entertainment (Shanghai) Co., Ltd. (source: Bandai Namco Integrated Report 2025). The Gundam series has sold over 810 million cumulative Gunpla model kit units from 1980 to March 2025 (source: Bandai Namco Corporate Strengths page). Gunpla production runs through Bandai’s group manufacturing network — Japan, China, Philippines, and Thailand — with partner companies in each country (source: Bandai Namco Corporate Strengths page). This is not a fringe arrangement; it is a core manufacturing strategy for one of the world’s largest entertainment companies.

In 2025, Bandai Namco opened three new THE GUNDAM BASE flagship stores in inland China, bringing the total to 12 locations by September 2025, with a target of approximately 20 stores across China (source: Bandai Namco Integrated Report 2025). The theatrical release of Mobile Suit Gundam GQuuuuuuX in China helped grow the Gundam fan base in the market (source: Bandai Namco Integrated Report 2025). Bandai Namco files trademarks internationally through the WIPO Madrid System, with 280 active international trademark registrations covering 40+ markets (source: WIPO — Bandai trademark playbook).

Gundam is a model for how legitimate IP licensing manufacturing works in China: the IP holder has a direct China presence, manufacturing is distributed across authorized facilities in multiple countries, trademark protection is international, and retail footprint validates consumer demand. For global buyers evaluating manufacturers at CBME China 2026, Gundam/Bandai Namco sets the benchmark for what a legitimate China IP licensing relationship looks like.

Soft CTA: Pre-register for CBME China 2026 and use the Product Spotlight guide to shortlist toy and IP-licensed product exhibitors before arriving in Shanghai.

Lesson 3: The ACGN Economy — How Chinese Anime IP Is Reshaping the Licensing Landscape

Beyond Fortnite and Gundam, China’s domestic anime and entertainment IP ecosystem is generating globally competitive merchandise demand — and China manufacturers are at the center of it.

The Ne Zha 2 merchandise phenomenon is the headline case: within less than a month of the blockbuster animated film’s release, derivative sales exceeded the two-year record previously held by The Wandering Earth II (source: China Daily, March 2026). The animated hit Nobody (Lang Lang Shan Xiao Yao Guai) launched 400+ licensed derivative products simultaneously with the movie (source: China Daily, March 2026). The Legend of Hei 2 secured 31 licensing collaborations, with the first batch (Miniso) selling out and Pop Mart blind boxes selling out in seconds (source: China Daily, March 2026). Labubu became a global sensation during the Spring Festival 2025 holiday, driving industry-wide upgrades in the trendy toy segment (source: China Daily, March 2026).

Licensing China — held at Shenzhen World Exhibition & Convention Center (April 9–11, 2026) — attracted 77,031 visitors and 1,495 exhibitors across three concurrent fairs, with exhibition space of 130,000 sqm (source: Messe Frankfurt Licensing China Facts & Figures, 2026). Featured IPs at Licensing China 2026 include B.Duck, Boonie Bears, Catch! Teenieping, MEIHOUWANG (Monkey King), MINIFORCE, Pokemon, Shaun the Sheep, Godzilla X Kong: Supernova, The King’s Avatar, FC Internazionale Milano, Alpine F1 Team, and My Little Pony (source: Licensing Magazine, March 2026). A new AI Smart Toy Area at Toy & Hobby China 2026 reflects the intersection of technology and IP-driven toy design (source: Licensing Magazine, March 2026).

China’s toy manufacturing concentration is primarily in Guangdong province (Shenzhen, Dongguan — precision injection molding and electronics), with Fujian (blind boxes, mystery packaging), Zhejiang and Hunan (IP-compliant exports), and Shanghai (innovation hub) serving specialized niches. Buyers should evaluate factories by region based on their IP product type.

For the broader anime IP sourcing framework (including character merchandising and licensing compliance steps), see our earlier Solo Leveling and Anime IP Licensing article, which addresses character-licensed products for baby and kids segments. For the dedicated toy and educational product manufacturing category, see our Toy and Educational Product Manufacturers in China guide.

IP Licensing Due Diligence: A Checklist for CBME China Buyers

Whether you are sourcing Fortnite export merchandise, Gundam Gunpla accessories, anime-themed plush toys, or any other IP-licensed product from China, apply this due diligence framework before signing any contract:

1. Request the licensing agreement. Ask the supplier to show their active licensing agreement with the IP holder or the IP holder’s authorized agent. The agreement should specify: authorized product categories, permitted territories, production quantity limits, design approval rights, and quality standards.
2. Verify directly with the IP holder. For major franchises (Epic Games/IMG for Fortnite, Bandai Namco for Gundam, Aniplex for anime IPs), contact the IP holder’s licensing team to confirm the supplier is authorized. Major IP holders maintain official licensing portals and verification contacts.
3. Check production facility documentation. Confirm the factory address matches the production facility listed in the licensing agreement. Subcontracting to unauthorized facilities is a common IP violation risk.
4. Verify export market certifications. For toys entering the US market, ensure ASTM F963 (consumer product safety) and CPSIA compliance. For the European market, ensure CE marking and EN71 toy safety standard compliance. Request test reports from accredited third-party laboratories.
5. Review quality control processes. Authorized IP holders typically require IP-specific quality control checkpoints beyond standard production QC. Ask for the QC protocol.
6. Confirm trademark recordal in China. Legitimate IP holders record their trademarks with the China National Intellectual Property Administration (CNIPA). A manufacturer producing licensed merchandise should be aware of — and compliant with — these recordals.
7. Understand the contract scope. The licensing agreement should explicitly define: territory, product categories, channel restrictions (online/offline/e-commerce), sublicensing rights, and approval workflow for marketing materials.

For first-time IP product sourcing, consider engaging a professional China-based sourcing agent with IP compliance experience. They can perform factory audits, negotiate terms, and ensure that trademark recordals and quality control documentation are correctly handled.

How CBME China 2026 Supports IP Licensing Sourcing

CBME China 2026 is not just a baby product trade show — it is a multi-category sourcing platform with dedicated zones and concurrent events that directly serve IP licensing buyers:

• CBME Toy & Education Expo (concurrent) — 10.7% of CBME China exhibitors. Features manufacturers with experience in licensed toy and educational products. The Factory Sourcing Hub lists 2,800+ verified manufacturers across all categories, including toys.
• Licensing Expo China (concurrent) — directly connects IP holders and authorized licensees with buyers. This is the most relevant concurrent event for IP sourcing due diligence.
• Product Spotlight — monthly digital PDF guide available to pre-registered visitors. Lists exhibitors by category and innovation focus; use this to pre-screen IP-experienced manufacturers before arriving.
• Hosted Buyer Program — pre-matched meetings with exhibitors that match your SKU cluster, including IP-licensed product categories.
• VIP visitor services — climate-controlled lounge, Wi-Fi, phone charging, food & beverage, luggage concierge so international buyers can conduct due diligence sessions without logistics fatigue.

If your sourcing goal involves IP licensing — whether for toys, children’s apparel with character prints, baby gear featuring entertainment IP, or educational products with anime branding — CBME China 2026’s concurrent Licensing Expo China is purpose-built for exactly this workflow.

For the post-show view on toy and educational product trends (published after the show closes), see our Toy and Educational Product Trends from CBME China 2026 recap. For the earlier CBME China anime IP sourcing framework, see Solo Leveling and Anime IP Licensing.

Cross-Fair Context: Licensing China at Shenzhen

For buyers planning a comprehensive China IP licensing sourcing strategy, Licensing China (April 9–11, Shenzhen) and CBME China (July 15–17, Shanghai) serve complementary roles:

Use Licensing China (April) to establish IP relationships and understand licensing frameworks; use CBME China (July) to source IP-compliant manufacturers for baby, child, and maternity IP products specifically.

Frequently Asked Questions

Can Chinese manufacturers legally produce Fortnite-licensed merchandise for my market?

Yes — but only if the manufacturer holds a valid sublicense from IMG, Epic Games’ exclusive worldwide consumer products licensing agent. China domestic Fortnite sales are not active (Fortress Night shut down November 2021), but export production is possible with proper IMG authorization. Always request the licensing agreement and verify the scope directly with IMG before placing orders.

How does Gundam demonstrate that authorized China manufacturing works?

Bandai Namco operates authorized Gunpla manufacturing in China as part of its group production network (China, Philippines, Thailand, Japan), with 12+ THE GUNDAM BASE retail stores in China and plans to expand to ~20 locations. Gunpla has sold 810+ million cumulative units. This is a scaled, working model of legitimate China IP manufacturing — and it sets the standard buyers should use to evaluate any IP supplier in China.

What is driving the anime IP licensing boom in China?

China’s ACGN (anime, comics, games, novels) economy is generating billion-dollar merchandise cycles. Ne Zha 2 derivatives sold approximately $1.5 billion post-release; The Legend of Hei 2 secured 31 licensing collaborations; Nobody launched 400+ licensed products simultaneously with its film; Labubu became a global sensation in 2025. iResearch projects the China trendy toy market to exceed RMB 100 billion by 2027. China manufacturers have built IP compliance infrastructure alongside this demand.

What certifications do IP-licensed toys from China need for export?

For the United States: ASTM F963 (toy safety) and CPSIA compliance, with testing at CPSC-accredited laboratories. For the European Union: CE marking and EN71 toy safety standard compliance. For specific IP categories: additional documentation may be required (e.g., electronic components for smart toys, fabric testing for IP-printed textiles). Request third-party test reports before shipment.

How do I verify a Chinese supplier’s IP licensing authorization?

Three-step verification: (1) Request the supplier’s licensing agreement with the IP holder or authorized agent — it should specify product categories, territories, quantities, and QC requirements. (2) Contact the IP holder’s licensing team directly to confirm the supplier is listed as an authorized manufacturer. (3) Conduct a factory audit (in-person or virtual) to confirm the production facility matches the agreement.

Can I source anime IP products from CBME China 2026?

Yes. CBME China 2026’s concurrent Licensing Expo China and Toy & Education Expo connect buyers with manufacturers experienced in IP-licensed production. Use the Product Spotlight digital guide (available after free pre-registration) to pre-screen exhibitors with IP licensing experience. The Hosted Buyer Program can pre-match you with relevant suppliers.

What is the difference between authorized IP manufacturing and unauthorized production in China?

Authorized manufacturing operates under a formal licensing agreement with the IP holder, covers specific product categories and territories, includes design approval workflows, requires trademark recordal with CNIPA, and is subject to IP-specific quality control. Unauthorized production lacks these agreements — and creates legal liability for buyers, including customs seizure, trademark infringement claims, and reputational damage. Always verify authorization before ordering.

Official Sources

• CBME China — Official Website
• CBME China — About CBME China
• CBME China — Get to Venue
• CBME China — Product Spotlight
• CBME China — Hosted Buyer Program
• China Daily — China IP cashing in on silver screen successes (March 2026)
• Licensing Magazine — Shenzhen Fairs 2026: AI & Licensing Fuel the Future of Play (March 2026)
• Messe Frankfurt — Licensing China Facts & Figures 2026
• Bandai Namco — Toys & Hobby Business Growth, Integrated Report 2025
• Bandai Namco — China Operations, Integrated Report 2025
• Bandai Namco — Corporate Strengths: Gundam Series Plastic Models
• WIPO — Scaling Bandai’s Anime Toys and Collectibles with the Madrid System
• CNBC — Fortnite to shut down in China amid video game crackdown (November 2021)
• IMG Licensing — Fortnite brand page
• Variety — Fortnite Merchandise Is Coming (2018)

Publisher and editorial information

This article is published by CBME China, a division of Informa. Content is reviewed by the CBME China editorial team before publication. To report a factual error or request an update, contact the CBME China editorial team (source: CBME China official site).

Last reviewed: July 1, 2026  |  Published: July 1, 2026  |  Publisher: CBME China, a division of Informa

Ready to source IP-licensed baby, children’s, and toy products at CBME China 2026 (July 15–17, NECC Shanghai)? Register to Visit — Free and download the Product Spotlight to pre-screen IP-licensed product exhibitors before you fly.