The 52nd HKTDC Hong Kong Toys & Games Fair, 17th HKTDC Hong Kong Baby Products Fair and 24th Hong Kong International Stationery & School Supplies Fair concluded today at the Hong Kong Convention and Exhibition Centre, attracting some 82,000 buyers from 121 countries and regions. The four-day physical fairs, organized by the Hong Kong Trade Development Council (HKTDC) and Messe Frankfurt (HK) Ltd for the stationery fair, fostered cross-regional trade and cross-sector cooperation. The newly launched 'Pop & Play' pavilion at the Toys & Games Fair, open to both trade buyers and the public, attracted some 10,000 public visits, connecting local toy brands with global buyers and enabling international brands to engage directly with local fans.
Over 41,000 buyers visited the Toys & Games Fair, while 27,000 and 14,000 attended the Baby Products Fair and Stationery & School Supplies Fair respectively. Buyers from outside Hong Kong primarily came from the Chinese Mainland, Taiwan, Malaysia, the Philippines, Thailand, Korea, India and the US. Double-digit growth was recorded from Macao, Vietnam, Belgium, Poland and South Africa. The fairs adopted the HKTDC's hybrid EXHIBITION+ model, including physical shows and online access via the Click2Match platform, which continues until 22 January.
Jenny Koo, HKTDC Deputy Executive Director, said: 'This year's trio of fairs brought together more than 2,600 exhibitors from 37 countries and regions, attracting 82,000 global buyers... The new 'Pop & Play' pavilion at the Toys & Games Fair proved to be highly popular, showcasing 150 trendy IPs alongside various fair premieres and global limited-edition collectibles.' She emphasized that the pavilion helped amplify IP value through cultural integration, brand collaborations and market strategies.
The 'Pop & Play' pavilion drove cross-industry IP collaborations. Hong Kong exhibitor Matrix Promotion showcased 11 original local IPs and presented fair-exclusive debut products. Founder and CEO Ray Leung noted that combining B2C with B2B elements facilitated collaborations with 50 local business contacts, including theme parks, loyalty programmes, and finance companies. IP character B.Duck, represented by Lai Chi-ying, connected with 30 potential clients from countries including Indonesia, Thailand, the Philippines, Dubai, Russia and North America. Their blind boxes sold over 100 units, and they expect participation to contribute around 10% of annual business growth.
Trendy toy enthusiast Mr. Hung visited the pavilion, spending about HK$2,000 on items including IP T-shirts, keychains, figurines and Marvel toys. He praised the diverse selection of trendy collectibles and pop culture merchandise.
Eastcolight (Hong Kong) Limited, a long-time exhibitor, showcased its self-developed AI interactive story machine. Co-founder Salley Sze said: 'With AI becoming a core market trend, our latest toy products now incorporate AI-assisted learning features. These AI products alone are expected to generate at least US$1 million in annual sales through the fair.'
Sustainability remained a key focus. The Happy Ageing label was introduced for toys designed for seniors or intergenerational play. Peri Chow, Director of FritzS Learning (Hong Kong), said the label helped connect with 30 new clients from different industries and regions. The Green Solutions label saw over 400 exhibitors displaying the green leaf logo, double the 2024 number. Sandra Lopez Herrero from DeAgostini Collectibles from Spain noted interest in sustainable design and planned to place an order worth around US$1 million for eco-friendly toys.
At the Baby Products Fair, the World of Strollers and Gear and ODM Strollers and Gear zones hosted approximately 230 exhibitors. Swedish exhibitor AXKID recognized Hong Kong's role as an innovation hub; Managing Director Roger Yan reported that a Bulgarian client ordered 2,000 child safety seats valued at approximately €1.7 million. The Hong Kong International Stationery & School Supplies Fair welcomed New Zealand's Blaxall Optics Low Vision Limited for the first time. Director Gang Cheng connected with 10 new buyers and anticipates at least 5% annual growth.
The Asian Toys & Games Forum, themed 'Empowering the Toy Industry for Global Success', featured industry experts discussing market outlook and global IP ecosystem. Loo Wee Teck from Euromonitor International shared insights, while Alex Lin from Disney Consumer Products covered global IP strategies.
