China Toy Association's Four Expos Set Up AI Ecosystem Pavilion for the First Time; Shengshi Technology and Shifeng Culture Launch New AI Trendy Toy Products

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Securities Times reporter Wu Zhi

From October 21 to 23, 2026, the CTE China Toy Expo & Trendy Toy Show, CLE China Licensing Expo, CKE China Baby Products Expo, and CPE China Preschool Education Expo (referred to as the four China Toy Association expos) were held at the Shanghai New International Expo Centre.

The booth of Shenzhen Feifeite Cultural Innovation Co., Ltd., a subsidiary of A-share company Shengshi Technology, was located in Hall E3. At this year's expo, the company's original AI trendy toy product NAONAO (Naonao) attracted many domestic and international visitors and buyers, who stopped to look.

Unlike most AI trendy toys on the market, which mainly feature small animal figures and spherical shapes, this product adopts a complete humanoid figure. Chen Yudun, head of the NAONAO product, told the Securities Times reporter that NAONAO has a dedicated personality and emotion perception capabilities, supports real-time voice dialogue, voice customization, and exclusive voiceprint recognition; it can also continuously update stories and enrich interactive gameplay through OTA, growing slowly together with players.

In addition to products focused on emotion and companionship, some manufacturers have also begun exploring the practical value of AI trendy toys. During the expo, at the booth of A-share company Shifeng Culture, an AI hardware device called DeskBuddy "desktop companion" attracted many visitors.

During the expo, Shifeng Culture held a "Beyond Toys" new product launch event, officially launching its new AI business brand Rootix and publicly unveiling this "desktop companion" for the first time.

"Office workers may sit at their desks for hours every day. A 'little guy' sitting on your desk can not only assist your work but may also make you feel happy and can catch your emotions," said Lan Jian, CTO of Shifeng Culture, when introducing the product.

"In the future, Shifeng Culture will focus on three product directions: companionship, office, and travel. Products in these three directions share one thing in common: it must first be a useful tool that can solve real needs and pain points, and only then can it become a partner that users like emotionally," said Shi Jie, vice president of Shifeng Culture.

In July 2025, Shengshi Technology acquired the core robot assets of French company Aldebaran through an auction, bringing the French NAO robot under its umbrella.

The AI trendy toy product NAONAO launched by the company this time is also an organic combination of AI and humanoid robot technology with trendy toy innovation, making full use of the NAO robot's advantages in human-computer interaction and emotion recognition to create innovative AI trendy toy products that meet market demand.

"Trendy toy collectors, IP fans, and AI enthusiasts are all audiences for AI trendy toys. Such groups generally have a dual aesthetic: they want both the good looks and IP of trendy toys and the fun of AI interaction, while also valuing a sense of uniqueness, being tired of static ornaments, and looking forward to two-way interaction," said Chen Yudun.

In his view, AI is reshaping the trendy toy industry. The industry is currently in an early exploratory stage. In the future, AI trendy toys may become the mass entry point for lightweight consumer-grade embodied intelligence. It is not just a trendy toy but also a physicalized IP digital companion. In the next 3 to 5 years, the track is expected to continue growing rapidly. news_keyword_pub,stock,sz002517&sz002862&sz002990&sz300024 Account opening QR code start

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