Author: Chris Byrne, The Toy Guy, President, Byrne Communications, Editor of Global Toy News
The Hong Kong Toys and Games Fair kicks off this year’s trade show season, continuing the tradition and tradition of playing a key role in the international toy industry. What started as a small show with only 71 companies in 1974 has grown into Asia’s largest toy show, with more than 2,500 exhibitors and more than 40,000 visitors every year.
In an interview at last year’s show, Hong Kong Trade Development Council (HKTDC) Vice President Chong Ka-ki noted that the show has become a major gateway to the growing Association of Southeast Asian Nations (ASEAN) market. Consumption of consumer discretionary goods is rebounding in these markets, which bodes well for potential sales and business growth, according to China’s National Bureau of Statistics.
Global trend setter
In 2013, the Hong Kong Toy Fair set up a pavilion dedicated to displaying “children’s” products for the first time, introducing the concept of “children” to the world. For more than a decade, the show has stayed ahead of the curve as kids’ trends become mainstream. Circana estimates that adult consumers account for nearly 29% of all toys sold in Europe. This year, the Children’s World Pavilion expanded into a special platform for small companies to showcase their unique products to enthusiastic retail buyers around the world.
Educational programming continues to be a hallmark of the show, and this year, the Asia Toys and Games Forum provides a platform for international researchers to share valuable insights on global toy industry prospects, opportunities and product trends. Key themes this year include the industry’s changing role in health and wellness, its positive social impact on social connectedness and active aging under the theme “Promoting Social Responsibility in the Toy Industry”. This complements annual updates on trends and topics such as toy safety and regulation, sustainability, gender perspective and toy inclusivity.
Playing with technology
The Hong Kong Toys and Games Fair has long been a leader in showcasing innovation in the technological toy category. For example, Zing’s Go Go Bird was discovered at the show and became an international hit. It’s common to see drones flying in the sky and remote-controlled cars (and other vehicles) speeding down the aisles of the Hong Kong Convention and Exhibition Center.
As a sourcing show, companies look for new technologies to license, and an important area to watch in 2025 is artificial intelligence (AI). While several companies have unveiled AI-powered toys at the 2024 show, interest and technological advancements have grown rapidly in recent months. Hong Kong and mainland China still lead the way in artificial intelligence development, competing fiercely with the United States. Additionally, a study by Hong Kong Business magazine suggests that cross-border technology partnerships will flourish in this area, allowing companies of different sizes to compete. The next level of toy applications is coming.
The importance of Hong Kong
With so much business being done virtually, the biggest question surrounding any toy show remains: Does it work? In other words, is it worth going there? For many companies, the answer is a resounding yes. Part of the reason is that, in addition to the Toy Fair, the Hong Kong Baby Products Fair and the Hong Kong Stationery and School Supplies Fair are held simultaneously. Together, the three shows attract international manufacturers, many of whom say the show gives them access to new markets they may not have been able to access before.
“For me, it’s really worth taking a long-haul flight from the U.S. to Hong Kong,” said Toy Box CEO Richard Toth, noting that he will spend $3-4 million on the show. Similarly, Gösta Kjellme, CEO and founder of Swedish Viking Toys, has participated in the exhibition for many years. At last year’s show, he said Hong Kong’s global reach was unique as he could see buyers from Europe, South America and all over Asia at one time.
Emily Chang, executive director of Quanli, a company specializing in educational toys and a licensee for Marvel and Disney in the Chinese mainland market, added that nearly 50% of the company’s annual orders come from Hong Kong.
For those unable to attend, the HKTDC will continue its “Exhibition+” model, offering virtual access to the exhibition, exhibitors and the Click2Match program to find suppliers until January 16, 2025.
For American companies who may be hesitant to consider traveling to Hong Kong in the future, Basic Fun! Chief executive Jay Foreman said he recognized the show’s importance in the global toy fair calendar on his first visit.
“When I saw [former Hasbro Chairman and CEO] Alan Hassenfeld walked the floor and I knew this was an important spot,” he said.
A version of this feature was originally published in The Toy Book’s 2025 International Innovation Issue. Click here to read the full article! Want to receive a printed copy of The Toy Book? Click here to view subscription options!
