by CHRIS BYRNE, The Toy Guy, President, Byrne Communications, Editor – Global Toy News
If there were any doubt that a toy fair is still an exciting place to be, one need only have walked the halls at the Hong Kong Toys & Games Fair in January to be reminded how vital and vibrant these events are for the industry.
At the end of the four-day show, the Hong Kong Trade Development Council (HKTDC) reported that the three concurrent shows (Toys & Games Fair, Stationery & School Supplies Fair, and Baby Products Fair) featured more than 2,500 exhibitors and welcomed more than 80,000 buyers from 119 countries and regions. The shows continue their strength in the area and serve as a gateway to the Association of Southeast Asian Nations (ASEAN) countries and the Mainland China market. There was buyer representation from the U.S., South America, Russia, and Europe as well. Many reports state that this was an order-writing show, with several exhibitors estimating that business at the show was up 10-15% over 2024.
This year’s theme, “New Play for All,” focused on changing markets. The popular Brand Name Gallery remained a centerpiece of one of the main exhibit halls and included 380 internationally known brands, including Keepplay and Eastcolight. New this year was a dedicated ESG pavilion, showcasing toys incorporating Environmental, Social, and Governance elements, as well as a significantly expanded sustainability designation with more than 370 exhibitors displaying the green leaf sign indicating environmentally friendly products made from soy inks, recycled materials, and some new, recycled plastic formulations. As in past years, educational and preschool toys were highlighted, but notably absent were those in muted colors featured by many manufacturers last year. Bright, bold, primary colors were back in force.
KIDULTS AND BEYOND
Of course, many people were buzzing about toys for kidults. Not surprising: It’s one of the brightest spots in the business right now and one that continues to expand. Licensing dominates this sector. Over and above the top characters in a franchise, lines expand with secondary and tertiary characters, with some novel interpretations. Hong Kong-based Soap Studio, notable for its elegant design and production, was showing high-end vinyl collectibles, including Disney•Pixar’s Lotso (the evil bear from Toy Story 3 now reclaimed in a more cuddly “prequel” style) and the Aliens from Toy Story in different guises, alongside global phenomenon Stitch. Soap Studio has also licensed a popular Japanese property, Sho-chan, which has the distinction of being gender ambiguous and seems to have broadened its appeal among audiences, according to the company.
Is there something beyond kidults? The answer is yes. Several speakers and trend forecasters who spoke at the Asian Toys & Games Forum, a staple of the show, addressed what they call the “Silver Market,” consumers ages 50 and up. From AI-driven robotic companions to games and mental acuity building/sustaining toys, such as puzzles and manipulatives, and social toys, panelists suggested this is a potential market sector to watch as it develops. In addition to toys targeted to these older consumers, they stressed the importance of inter-generational play as a growing trend they’ve observed.
OEM & ODM EXPAND
The Toys & Games Fair has always showcased OEM and ODM companies, but the presence was expanded and more visibly promoted at the show this year, certainly among Chinese companies. For the past several years, we’ve noted the increasing sophistication of design and originality coming out of many of these companies, and that has continued to evolve, particularly in the baby products area, where upwards of 80 exhibitors were showcasing ODM products.
TAKING IT TO THE STREETS
It’s fun to see where this all leads outside the shows. Hong Kong is the quintessential shopping city. Before the opening of the show, we indulged in store hopping. The famous Toys “R” Us in Harbour Centre is a family destination on a Sunday afternoon. Aisles of toys dazzled kids, and they got to play at various stations around the store. Traditional merchandising stands side-by-side with capsule vending, and the store was full and active.
Over at Pop Mart, teens and young adults crowded the store, snapping up blind boxes of character figures, including Molly and the hottest trend of the moment: Labubu, a small monster inspired by Norse mythology. Labubu figures sell out almost instantly.
And then there are the claw machine arcades. A popular pastime, somewhere between skill and gambling, these were boisterous entertainment destinations on our trip. Look for all of these to continue to go global.
Whether you’re visiting for business or play, Hong Kong maintains its important role as “Toy Town,” from the showrooms to the streets.
A version of this feature was originally published in the 2025 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
