The 52nd Hong Kong Toys & Games Fair, 17th Hong Kong Baby Products Fair, and 24th Hong Kong International Stationery & School Supplies Fair commenced today at the Hong Kong Convention and Exhibition Centre. Organized by the Hong Kong Trade Development Council (HKTDC) and Messe Frankfurt (HK) Ltd, the four-day events aim to foster cross-regional trade cooperation and networking opportunities for global exhibitors and buyers.
The fairs have attracted more than 2,600 exhibitors from 37 countries and regions, including new participants from Bangladesh, New Zealand, and Norway. Returning exhibitors come from Hong Kong, the Chinese mainland, Asia-Pacific nations including ASEAN members, the Middle East, South Africa, Europe, and the United States. The HKTDC has organized over 200 buyer missions from more than 40 countries and regions, targeting distributors, importers, e-commerce platforms, department stores, and retail chains.
Emerging Product Trends
Several key trends are evident at this year’s fairs. The pop culture and collectibles market is expanding, driven by the growing ‘kidult’ segment. A new ‘Pop & Play’ pavilion debuted with around 150 local and international intellectual properties (IPs), including B.Duck, Hot Toys, and threezero. Limited-edition items, such as Mazinger Z Playing Cards limited to 1,500 sets worldwide, are being launched to capitalize on this demand.
With ageing populations globally, toys and games for seniors are gaining traction. Over 40 exhibitors are adopting a ‘Happy Ageing’ label to highlight products like companion plush toys and color-sorting exercises designed for older adults. Sustainable products are also on the rise, with more than 400 exhibitors displaying eco-friendly items, a 10% increase from 2025. Examples include toys made from ocean-bound plastic and baby walkers certified under the Forest Stewardship Council (FSC) and Global Recycling Standard (GRS).
Educational toys that combine learning and play are in high demand, reflecting parental preferences for cognitive development. Products like Canadarm toys and a 2-in-1 Digital Microscope & Telescope integrate STEM elements to foster skills in science and technology. Korean film and TV-related products, such as items from KPop Demon Hunters and Pinkfong’s Baby Shark toys, are emerging as new focuses, tapping into the popularity of Korean entertainment.
China and Regional Participation
The fairs feature strong participation from China and other Asian markets. Group pavilions from the Chinese mainland, Taiwan, and Korea are present, alongside the World of Toys Pavilion with European exhibitors. The ‘Pop & Play’ pavilion includes IPs from Hong Kong and mainland China, such as B.Duck and Moshow Toys, highlighting the region’s role in the global collectibles market. Interactive activities, like seminars with artists and designers, aim to explore IP development opportunities, with discussions on topics like the explosive growth of the IP economy from local success to global reach.
At the Baby Products Fair, zones like World of Strollers and Gear have expanded, with approximately 230 exhibitors, including returning pavilions from Europe and Korea. The Stationery & School Supplies Fair welcomes a New Zealand exhibitor for the first time, showcasing optical magnifiers, while premium brands from Asia and beyond offer creative art supplies and stationery gifts.
Industry Insights and Forums
The Asia Toys & Games Forum, themed ‘Empowering the Toy Industry for Global Success,’ will feature international experts discussing market outlooks, IP strategies, and regulatory topics. Speakers include representatives from Euromonitor International, Disney Consumer Products, and SGS Hong Kong Limited, providing insights into global trends and certification requirements for market access. This forum underscores Hong Kong’s role as a hub for trade and innovation in the toys and games sector, connecting Chinese and international businesses.
