by CHRIS BYRNE, The Toy Guy, President, Byrne Communications, Editor – Global Toy News
The Hong Kong Toys & Games Fair kicks off this year’s trade show season, continuing a tradition and legacy of playing a critical role in the international toy business. What started as a small showcase for 71 companies in 1974 has grown into the largest Asian toy fair, with more than 2,500 exhibitors and more than 40,000 visitors annually.
In an interview at last year’s fair, Sophia Chong, Deputy Executive Director of The Hong Kong Trade Development Council (HKTDC), noted that the show has become a major gateway to the growing Association of Southeast Asian Nations (ASEAN) markets. According to China’s National Bureau of Statistics, consumer discretionary consumption in these markets is on the rebound, and that bodes well for potential sales and business growth.
GLOBAL TRENDSETTING
In 2013, the Hong Kong Toys & Games Fair introduced the world to the concept of “kidults” with the first-ever pavilion devoted to these products. For more than a decade, the fair has remained ahead of the curve as the kidult trend went mainstream. Circana estimates that adult consumers account for nearly 29% of all toys sold in Europe. This year, the Kidult World pavilion expands as an exceptional platform for smaller companies to showcase their unique products to a global audience of enthusiastic retail buyers.
Educational programming remains a hallmark of the fair, and this year, the Asian Toys & Games Forum provides international researchers a stage to share valuable insights on the global toy industry outlook, opportunities, and product trends. This year’s key topics include the industry’s evolving role in health and wellness, its positive social impact on social connectedness, and active aging under the theme of “Fostering Social Responsibility in the Toy Industry.” This complements the annual updates on trends and topics such as toy safety and regulations, sustainability, gender perspectives, and inclusivity in toys.
TOYING WITH TECH
The Hong Kong Toys & Games Fair has long been a leader in showcasing innovation in the Tech Toys category. For example, Zing’s Go Go Bird was discovered on the show floor and became an international hit. It’s common to see drones flying through the air while R/C cars (and other vehicles) speed through the aisles of the Hong Kong Convention and Exhibition Centre.
As a sourcing fair, companies find new technologies to license, and the big area to watch in 2025 is artificial intelligence (AI). While several companies introduced AI-powered toys at the 2024 show, interest and technological advances have grown rapidly in recent months. Hong Kong and Mainland China remain leaders in AI development, in close competition with the U.S. Last fall, Hong Kong unveiled its first guidelines for the “responsible” use of AI. Additionally, a study by the publication Hong Kong Business suggests that cross-border technology partnerships will thrive in this field, allowing companies of different sizes to compete. The next level of toyetic application is upon us.
THE IMPORTANCE OF HONG KONG
With so much business being done virtually, the biggest question surrounding any toy fair remains: is it effective? In other words, does it pay to be there? For many companies, that answer is a very positive yes. In part, that’s because, in addition to the Toys & Games Fair, the Hong Kong Baby Products Fair and Hong Kong Stationery and School Supplies Fair run concurrently. Together, the three shows attract international manufacturers, many of whom have said that the show has allowed them to reach new markets they might not have previously.
“It really is worthwhile for me to take the long-haul flight from the U.S. to Hong Kong,” says Toy Box CEO Richard Toth, noting that he’ll spend $3-4 million at the shows. Similarly, Gösta Kjellme, CEO and Founder of the Swedish Company Viking Toys, has participated in the show for many years. At last year’s show, he said that the global reach possible in Hong Kong is unique as he could see buyers from throughout Europe, South America, and Asia in one shot.
Emily Cheung, executive director of Tsuen Lee, a company that focuses on educational toys and is a licensee of Marvel and Disney for the Mainland Chinese market, adds that nearly 50% of the company’s annual orders come from its visit to Hong Kong.
For those who can’t make the trip, the HKTDC continues its Exhibition+ model, which offers virtual access to the show, its exhibitors, and the Click2Match program to find suppliers through January 16, 2025.
As for U.S. companies that may teeter when considering a trip to Hong Kong in the future, Basic Fun! CEO Jay Foreman says that he recognized the significance of its place in the global toy fair calendar on one of his first visits.
“When I saw [former Hasbro Chairman and CEO] Alan Hassenfeld walking the floor, I knew this was an important place to be,” he says.
A version of this feature was originally published in The Toy Book’s 2025 International Innovation Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
