Hong Kong Trade Fairs Launch with Focus on Pop Culture, Sustainability and Global Market Trends

The 52nd HKTDC Hong Kong Toys & Games Fair, 17th HKTDC Hong Kong Baby Products Fair and 24th Hong Kong International Stationery & School Supplies Fair opened today at the Hong Kong Convention and Exhibition Centre, running over four consecutive days. Jointly organised by the Hong Kong Trade Development Council (HKTDC) and Messe Frankfurt (HK) Ltd, the three fairs under the theme 'New Play for All' bring together exhibitors and buyers from around the world, creating networking and business opportunities while fostering cross-regional trade cooperation. Jenny Koo, HKTDC Deputy Executive Director, stated that the fairs have attracted more than 2,600 exhibitors from 37 countries and regions, including new participants from Bangladesh, New Zealand and Norway, alongside returning exhibitors from Hong Kong, the Chinese Mainland, Asia-Pacific including ASEAN, the Middle East, South Africa, Europe and the United States.

The HKTDC has organised over 200 buyer missions from more than 40 countries and regions to attend and source products at the fairs. In addition to traditional distributors and importers, major e-commerce platforms, importers, department stores, specialty retailers, retail chains and sourcing offices have been invited, creating new cross-regional and cross-sector opportunities for the industry. The inaugural 'Pop & Play' pavilion represents a significant development, bringing together some 150 famous local and international IPs including top names such as B.Duck, CardFun, CR7® LIFE, Hot Toys, LAURA, Moshow Toys, Play Bonito®, Room One, threezero, TUTU MOKEY and more. Some IPs will launch fair premieres and global limited-edition collectibles, including MOMOLAND's debut dolls; TUTU MOKEY collectible figurines and art sculptures limited to 100 and 88 pieces globally; CM Concepts Limited's Mazinger Z Playing Cards, limited to 1,500 sets worldwide; and Dongguan Manbo Brand Management Co., Ltd's Father Joka doll, limited to 100 pieces.

Several key product trends are emerging from this year's exhibitors. The growing 'kidult' and toy collecting markets continue to inject strong growth momentum into the toy industry, with the Kidult World in Hall 3E showcasing toys catering to adults including the popular NARUTO Collectible Metal Keychain and officially licensed Transformers Generation One: AMK MINI Series Model Kit. With ageing populations becoming a global reality, toys and games designed specifically for seniors or intergenerational family fun have become a rapidly growing product category, with more than 40 exhibitors adopting the new Happy Ageing label to help buyers identify toys and related products for seniors.

Sustainable products are stimulating demand as more parents opt for eco-friendly toys to reduce environmental impact. In addition to the Green Toys zone at the Toys & Games Fair, both the toys and stationery events employ the Green Solutions label for identification, with more than 400 exhibitors displaying the green leaf logo this year – an increase of approximately 10% compared to 2025. One exhibitor presents the Beach Life OBP Material Beach Funnel Set crafted from ocean bound plastic (OBP), transforming plastic waste that might otherwise pollute the oceans into engaging toys. At the Baby Products Fair, an exhibitor is showcasing baby push walker toys certified under the FSC and Global Recycling Standard (GRS), reflecting eco-friendly, sustainable and responsible production practices aligned with forest conservation goals.

Many parents favour products that enhance children's cognitive, social, intellectual and aesthetic development, enabling learning through play. This trend has driven demand for educational and intellectually stimulating products, with exhibitors showcasing Canadarm toys that allow children to assemble and operate robotic arms and a 2-in-1 Digital Microscope & Telescope integrating STEM natural sciences into toys. Korean film and TV-related products have become a new focus, with the popular animated film KPop Demon Hunters garnering significant attention and Pinkfong, the Korean brand beloved by children for its Baby Shark videos and toys, making its debut appearance with the Pinkfong Baby Shark Alphabet Learning Bus.

The 'Pop & Play' pavilion features a series of interactive elements including photo opportunities, creative exchanges and autograph sessions, allowing buyers and the public to fully experience pop toy culture. Activities commenced today with artist Joey Thye sharing her journey from an IP enthusiast and investor to an IP creator during the 'IP Walkthrough with Joey Thye' event. Renowned artists and designers will share their creative insights through seminars and autograph sessions, including b.wing, founder of la b.wing Galerie Ltd; Kenny Wong, creator of the iconic Molly and founder of Brothersfree; Steven Choi, founder of Zu and Pi; and Winson Ma, founder and creative director of Winson Classic Creation. On 14 January, in the key thematic seminar titled 'Explosive Growth of IP Economy: from Local Success to Global Reach', Maxim Wang, Head of Toys Category, Alibaba 1688 and Leung Man Lai Lily, CEO and Co-Founder, Nikopicto Limited, will delve into the enormous business opportunities and future trends presented by the collectible toy industry.

This year's Asia Toys & Games Forum, themed 'Empowering the Toy Industry for Global Success', has invited international experts to discuss the latest industry updates and developments. It will include sharing on the toys and games market outlook and opportunities by Loo Wee Teck, Global Insights Manager, Toys and Games, Euromonitor International; global IP ecosystem and merchandise strategies by Alex Lin, Vice President and General Manager, Disney Consumer Products, Greater China and Korea, The Walt Disney Company; unlocking product certification for global market access by Phoebe Lee, Global Head – Toys & Juvenile Products, SGS Hong Kong Limited; and exploring the design and business landscape of the seniors toy market in Asia by Yukai Engineering Inc. and Ageing Asia. Other seminars will cover important topics such as toy safety regulations and regulatory developments, marketing strategies incorporating AI and robotics, and trends in modern childcare and infant products.

Under the EXHIBITION+ model, the fairs combine access to the physical exhibition with the Click2Match smart-matching platform at hktoyfair.hktdc.com, which enables online business meetings. The online exhibition will be accessible from 5 to 22 January 2026, helping to create more business opportunities for participating companies. Buyers can also scan QR codes at exhibitor booths and display showcases using the Scan2Match function to bookmark their favourite exhibitors, browse product information and engage with exhibitors during and after the fair. The Stationery & School Supplies Fair at hkstationeryfair.com welcomes exhibitors from New Zealand for the first time, showcasing a range of optical magnifiers alongside numerous premium stationery brands including AP, ChungHwa, Marshmallow, Mirage, Sayyed, SUPERDOTS, TATOU and Toursun offering buyers the latest creative art supplies and stationery gifts.