Hong Kong Toys & Games Fair

The 52nd Hong Kong Toys & Games Fair 2026 was successfully held from January 12 to 15 at the Hong Kong Convention and Exhibition Centre, concurrently with the 17th Hong Kong Baby Products Fair and the 24th Hong Kong International Stationery & School Supplies Fair. This edition of the fair was themed “New Fun, Shared Joy” and organized by the Hong Kong Trade Development Council, marking an annual highlight for the Asian toy industry.

In terms of scale, the three concurrent exhibitions attracted over 2,600 exhibiting companies from 37 countries and regions, drawing approximately 82,000 professional buyers from 121 countries and regions—both figures representing record highs. Among them, the Toys & Games Fair alone welcomed more than 41,000 buyers, with international attendees hailing from mainland China, Taiwan, ASEAN markets, South Korea, India, the United States, and other regions. Notably, buyer numbers from Vietnam, Belgium, Poland, and South Africa all registered double-digit growth.

This year’s fair featured a host of highlights, with the inaugural “Pop & Play Pavilion” emerging as a central attraction. The pavilion showcased nearly 150 internationally and locally renowned trendy toy IPs, including , CardFun Collectible Cards, CR7® LIFE, Hot Toys, LAURA, Moshow Toys, Play Bonito®, Room One, threezero, TUTU MOKEY, and others. Some products made their debut at the event, while others were available only in limited global editions. Open to the public for the first time, the pavilion drew around 10,000 visitors, offering exhibitors an innovative dual‑track approach that seamlessly integrates B2B and B2C interactions, enabling brands to engage directly with consumers.

Mainland Chinese and Hong Kong brands demonstrated strong momentum, with AI‑powered emotional‑support toys garnering significant attention. Dongguan Jun’ou Toys unveiled an AI‑enabled plush toy currently under development, capable of responding to touch with a variety of animated gestures. Scheduled for official release after the fair, the product has already attracted inquiries from dozens of potential partners. Shenzhen Leyi Culture introduced an AI‑driven doll emphasizing emotional companionship, designed not only for children but also to provide psychological support for adults. Meanwhile, Hong Kong’s DeYing, home to the iconic brand, celebrated its 21st anniversary by launching a co‑branded Egyptian‑themed blind box collection in collaboration with the British Museum, alongside a series of themed dolls focused on workplace mental health. During the fair, 100 blind boxes were sold, and preliminary agreements were reached with 30 distributors across Indonesia, Thailand, the Philippines, Russia, North America, and other markets.

International trend‑setting toy brands and emerging creators took center stage together. threezero presented a new Transformers series as well as a collaborative figurine with the popular webcomic “Shiwai,” underscoring how emotional resonance drives collectible value. Singaporean exhibitor Super Tough Friends secured substantial local fan support on its very first participation, signaling plans to return next year. Local creator Clapton Tam brought his “Bakalu Maze” card game and accompanying figurines, attracting interest from mainland Chinese and Japanese retailers eager to explore potential collaborations.

Complementary events added depth, creating a high‑level platform for industry dialogue. During the fair, the Asia Toy Forum convened under the theme “Empowering the Global Strategic Development of the Toy Industry,” bringing together numerous international experts to discuss cutting‑edge industry issues. In addition, the fair hosted over 200 buyer delegations from more than 40 countries and regions, including major e‑commerce platforms, department stores, and retail chains. The Click2Match smart business‑matching platform remained open until January 22, facilitating seamless online and offline connections between exhibitors and buyers.

Specialized exhibition zones aligned with industry trends, highlighting the diverse evolution of the toy sector. The “Brand Gallery” brought together over 330 globally recognized brands; the “Green Toys” zone showcased eco‑friendly innovations, with more than 400 exhibitors receiving certification marks for sustainable practices; the “Senior‑Friendly Products” label made its debut, spotlighting opportunities in the silver‑age market; and the “Big Kids’ World” area concentrated on collectible toys and games, reflecting the continued expansion of the “kidult” consumer segment.

The Hong Kong Toys & Games Fair is not only a premier platform for brand exposure and commercial matchmaking but also a pivotal hub for gaining insights into global toy trends and exploring pathways where trendy IP intersects with intelligent technologies. The debut of the Pop & Play Pavilion and the concentrated showcase of AI‑powered emotional‑support toys underscore the profound shift in the toy industry—from function‑driven to emotion‑driven approaches.