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, bringing together exhibitors and buyers from around the world. Organized by the Hong Kong Trade Development Council (HKTDC) and Messe Frankfurt (HK) Ltd, the four-day event features 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, the Middle East, South Africa, Europe and the United States.
The fairs' importance lies in their role as Asia's flagship trade events, creating networking and business opportunities while fostering cross-regional trade cooperation. Jenny Koo, HKTDC Deputy Executive Director, noted that the HKTDC has organized over 200 buyer missions from more than 40 countries and regions, inviting major e-commerce platforms, importers, department stores, specialty retailers, retail chains and sourcing offices alongside traditional distributors. This creates new cross-regional and cross-sector opportunities for the global industry.
Several significant product trends are emerging that point the way forward for industry players seeking first-mover advantages. The "kidult" and toy collecting markets continue to grow, with the new "Pop & Play" pavilion bringing together approximately 150 famous local and international intellectual properties. These include 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 are launching fair premieres and global limited-edition collectibles, including MOMOLAND's debut dolls, TUTU MOKEY collectible figurines limited to 100 pieces globally, and CM Concepts Limited's Mazinger Z Playing Cards limited to 1,500 sets worldwide.
With aging populations becoming a global reality, toys and games designed specifically for seniors or intergenerational family fun represent a rapidly growing product category. The new Happy Ageing label is being introduced at this year's Toys & Games Fair to help buyers identify toys and related products for seniors, with more than 40 exhibitors adopting the label and showcasing relevant products. These include color-sorting exercises designed to train muscles in the thumb, index and middle fingers, companion plush toys that alleviate loneliness for seniors, and the DIY Flip Monster from Taiwan.
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 showcases baby push walker toys certified under the FSC and Global Recycling Standard (GRS), reflecting eco-friendly, sustainable production practices aligned with forest conservation goals.
The inaugural "Pop & Play" pavilion features interactive elements including photo opportunities, creative exchanges and autograph sessions, allowing buyers and the public to experience pop toy culture fully. Activities include artist Joey Thye sharing her journey from IP enthusiast to creator, and renowned artists and designers sharing creative insights through seminars and autograph sessions. On 14 January, the key thematic seminar titled "Explosive Growth of IP Economy: from Local Success to Global Reach" will feature Maxim Wang, Head of Toys Category at Alibaba 1688, and Leung Man Lai Lily, CEO and Co-Founder of Nikopicto Limited, discussing business opportunities and future trends in the collectible toy industry.
Korean film and television-related products have become a new focus, with the popular animated film KPop Demon Hunters garnering significant attention and its character Derpy catering to the growing fanbase for KPop characters. An exhibitor also features a replica of the Gonggi Tossing Game from Squid Game Season 2, bringing to life one of Korea's most iconic childhood games. Pinkfong, the Korean brand beloved for its Baby Shark videos and toys, makes its debut appearance with the Pinkfong Baby Shark Alphabet Learning Bus, a best-selling early-learning toy.
The Asia Toys & Games Forum opens tomorrow with the theme "Empowering the Toy Industry for Global Success," featuring international experts discussing the latest industry updates and developments. Presentations will cover the toys and games market outlook and opportunities, global IP ecosystem and merchandise strategies, unlocking product certification for global market access, and exploring the design and business landscape of the seniors toy market in Asia. Other seminars will cover toy safety regulations, 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, 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 using the Scan2Match function to bookmark favorite exhibitors, browse product information and engage with exhibitors during and after the fair, helping to build more business connections. The three exhibitions offer buyers a unique one-stop sourcing solution, creating more cross-industry business opportunities in the global marketplace.
