Chris Byrne, Toy Guy, President, Bourne Newsletter, Editor – Global Toy News
If in doubt, the Toy Fair is still an exciting place, then one just needs to walk through the hall at the Hong Kong Toy & Games Fair in January to remind how important and vibrant these events are to the industry.
At the end of the four-day show, the Hong Kong Trade Development Council (HKTDC) reported that the three concurrent performances (Toys and Games Expo, Stationery and School Supplies Expo and Baby Products Market) had more than 2,500 exhibitors and welcomed more than 80,000 buyers from 119 countries and regions. These programs continue to be in the region and become a gateway to Southeast Asian countries (ASEAN) countries and the Mainland Chinese Market Association. There are also buyer representatives in the United States, South America, Russia and Europe. Many reports said it was an exhibition with orders, with several exhibitors estimating that business at the exhibition increased by 10-15% compared to 2024.
This year’s theme is “New Game for All” with the focus on changing the market. The popular library of brands remains at the heart of one of the major exhibition halls, including 380 internationally renowned brands, including Kiprai and East Stadium. This year’s new feature is a dedicated ESG kiosk that displays toys containing environmental, social and governance elements, as well as a sustainability name with a significantly expanded range of exhibitors, including exhibitors from over 370 exhibitions that showcase the green leaf logo, which indicate the green leaf logo, indicating the plastic formula made from soy ink, recycled materials, some new, new, recycled plastics. As in the past few years, educational and preschool toys have been highlighted, but it is worth noting that many manufacturers have pastel colors last year. Bright, bold primary colors are restored to take effect.
Children and beyond
Of course, many people are buzzing for the little kids. Not surprisingly: This is one of the smartest places in the business right now and continues to expand. License leads the department. Outside the top characters in the franchise, the lines expand with secondary characters and third characters, with some novel explanations. Hong Kong-based Soap Studio is well-known for its elegant design and production and is showing off high-end vinyl collections, including Disney Pixar’s Lotso (from the Evil Bear Toy Story 3 Now reclaimed in a more adorable “prequel” style) and Alien Toy Story Sew in different postures and global phenomena. SOAP Studio also received permission from a popular Japanese property Sho-Chan, which has gender ambiguous distinctions and seems to expand the audience’s appeal, according to the company.
Something other than a boy? The answer is yes. Several speakers and trend forecasters who posted the show’s staple food on the Asian Toys & Games Forum spoke about what they called the “silver market”, consumers aged 50 and older. From AI-powered robotic companions to gaming and mentally keen architectural/sustaining toys such as puzzles and manipulation of sex toys, as well as social toys, the panelists suggest that this is a potential marketing sector to observe as it grows. In addition to toys targeting these older consumers, they also emphasized the importance of intergenerational gaming, a growth trend they observed.
OEM and ODM extensions
The Toys and Games Expo has always shown OEM and ODM companies, but in this year’s performance, the business has been expanded and promoted more clearly among Chinese companies. Over the past few years, we have noticed that many companies have increasingly sophisticated design and originality, and have been evolving, especially in the field of baby products, where 80 exhibitors have demonstrated ODM products.
Take it to the streets
It was fun to see all of this outside of the show. Hong Kong is a typical shopping mall. Before the show opens, we indulge in store jumps. The famous toy “R” in the center of the port we were a family destination on Sunday afternoon. The toy aisle dazzled the kids and they had to play at various radio stations around the store. Traditional sales stalls are side by side with capsule vending machines, and the store is full of vitality.
On Pop Mart, teenagers and young people crowded stores and snapped up the blind box including Molly and the hottest trends right now: Labubu, a small monster inspired by Nordic myths. Labubu numbers sold out almost immediately.
Then there is the claw machine arcade. These popular pastimes are somewhere between skills and gambling, a lively entertainment destination for our trip. Find all of this to continue globally.
Whether you are visiting business or playing, Hong Kong regards it as an important role in a “toy town”, from the showroom to the streets.
Versions of this feature were originally published in the 2025 Big Toy Book. Click here to read the full question! Want to receive a printed toy book? Click here to get the subscription options!
