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 successfully at the Hong Kong Convention and Exhibition Centre, attracting some 82,000 buyers from 121 countries and regions. The four-day physical events, organized by the Hong Kong Trade Development Council (HKTDC) and Messe Frankfurt (HK) Ltd, fostered cross-regional trade and cross-sector cooperation. The newly launched 'Pop & Play' pavilion at the Toys & Games Fair drew some 10,000 public visits, helping local toy brands connect with global buyers and enabling international brands to engage directly with local fans.
Over 41,000 buyers visited the Toys & Games Fair, while the Baby Products Fair and Stationery & School Supplies Fair attracted 27,000 and 14,000 buyers 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 operated under the HKTDC's hybrid EXHIBITION+ model, with online access via the Click2Match platform continuing 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 proved highly popular, showcasing 150 trendy IPs alongside fair premieres and global limited-edition collectibles. The pavilion was also open to the public, driving cross-industry collaboration and helping local brands reach international markets.'
Hong Kong exhibitor Matrix Promotion showcased 11 original local IPs and presented fair-exclusive debut products. Founder and CEO Ray Leung noted: 'Combining B2C elements with B2B provides an energetic atmosphere that facilitates collaborations. Through online and offline business matching, we established around 50 local business contacts, including cross-industry opportunities with theme parks, loyalty programmes, digital commerce platforms, and finance companies.' Sales of IP products were brisk; B.Duck's Hong Kong sales representative Lai Chi-ying reported connecting with 30 potential clients from Indonesia, Thailand, the Philippines, Dubai, Russia, and North America, and selling over 100 blind boxes in a short time. The company expects participation to contribute around 10% of annual business growth.
Trendy toy enthusiast Mr. Hung visited the pavilion, saying: 'The "Pop & Play" pavilion offers an attractive selection of local and international trendy toy IPs, as well as the latest hot anime and IP-licensed products. I spent around HK$2,000 on items including IP T-shirts, keychains, figurines, and Marvel toys.'
Eastcolight (Hong Kong) Limited, a long-time participant, showcased its self-developed AI interactive story machine. Co-founder Salley Sze said: 'Our latest toy products incorporate AI-assisted learning features. These AI products alone are expected to generate at least US$1 million in annual sales through the fair, while other STEM product lines are projected to achieve US$2 million in sales.'
The new Happy Ageing label was introduced at the Toys & Games Fair to identify toys designed for seniors and intergenerational play. Peri Chow, Director of FritzS Learning (Hong Kong), said: 'The label greatly helped our market expansion. We connected with approximately 30 new clients from the Chinese Mainland, Germany, the Philippines, South Africa, and Spain, including nursing home caregivers and children's toy buyers.'
Sustainable consumption remained a key focus, with over 400 exhibitors displaying the Green Solutions green leaf label, double the number in 2024. Sandra Lopez Herrerosa, Sourcing Manager at DeAgostini Collectibles from Spain, said: 'We are particularly interested in sustainable design, especially battery-free, hydraulic-powered eco-friendly toys exhibited by a Chinese Mainland supplier. We plan to place an order worth around US$1 million. The green leaf label, along with Click2Match and Scan2Match platforms, helped us track products and stay updated on trends.'
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 international trade hub. Managing Director Roger Yan said: 'During the fair, we met buyers from Bulgaria, Slovenia, Japan, and Türkiye. One Bulgarian client placed an order for 2,000 child safety seats, valued at approximately €1.7 million. We will definitely exhibit again next year.'
At the Stationery & School Supplies Fair, first-time exhibitor Blaxall Optics Low Vision Limited from New Zealand showcased optical magnifiers. Company Director Gang Cheng said: 'We connected with 10 new buyers from Hong Kong, Macao, Poland, and Thailand through the physical fair and Click2Match. We anticipate these contacts will bring at least a 5% annual growth, equivalent to US$100,000 in orders.'
The flagship Asian Toys & Games Forum, themed 'Empowering the Toy Industry for Global Success,' featured industry experts discussing market outlook and IP strategies. For more success stories, visit the Toys and Games Fair, Baby Products Fair, and Stationery & School Supplies Fair websites. Photo downloads are available at this link.
