The 52nd HKTDC Hong Kong Toys & Games Fair, alongside the 17th HKTDC Hong Kong Baby Products Fair and the 24th Hong Kong International Stationery & School Supplies Fair, will run from January 12 to 15, 2026, at the Hong Kong Convention and Exhibition Centre. Organized by the Hong Kong Trade Development Council and Messe Frankfurt (HK) Ltd., these concurrent events attract over 2,600 exhibitors from 37 countries and regions, including new participants from Bangladesh, New Zealand, and Norway. The fairs, themed 'New Play for All,' align with the global surge in designer toys and collectibles, aiming to foster cross-regional trade and international collaboration.
A key innovation this year is the launch of the 'Pop & Play' pavilion, which brings together around 150 trendy intellectual properties (IPs) and is open to both trade buyers and the public. Jenny Koo, HKTDC Deputy Executive Director, stated that the pavilion will help cutting-edge toy brands connect with global business buyers to expand into international markets and unleash the commercial potential of their IPs. It also enables mainland and overseas brands to engage directly with local designer toy fans. The pavilion features five highlights: a strong lineup of international and local famous IPs like B.Duck and Hot Toys; global and fair premieres of limited-edition collectibles; diverse events with renowned artists and designers; Instagrammable photo spots with fair mascots and giant statues; and exclusive interactive experiences and giveaways, including limited-edition collectible cards and an AI photo-taking experience.
The fairs are also addressing demographic shifts with the introduction of the Happy Ageing label, designed to help buyers identify toys and games for seniors or intergenerational family fun. With ageing populations becoming a global reality, more than 40 exhibitors will adopt this label, facilitating easier access to high-quality products that meet market needs. This initiative taps into the growing silver economy, offering new business opportunities in a traditionally youth-focused industry.
Industry confidence is rising, as reflected in the HKTDC's Q4 2025 Export Confidence Index, where the toy sector's current conditions index climbed to 50.5, its highest level since Q1 last year. Demand for sustainable products from regions like the Middle East and Europe is driving export confidence in eco-friendly toys. The 'Green Toys' zone at the Toys & Games Fair will showcase innovative products, such as STEM magic sets made from biodegradable materials. Both the Toys & Games Fair and Stationery Fair will use the Green Solutions label for identification, with over 400 exhibitors displaying the green leaf logo—a 10% increase from 2025.
The Baby Products Fair features expanded zones like the World of Strollers and Gear, hosting approximately 230 exhibitors with increased fair area, presenting high-quality baby strollers, car seats, and rockers. The Toys & Games Fair and Baby Products Fair continue to include the Brand Name Gallery, bringing together over 380 well-known brands globally. The Hong Kong International Stationery & School Supplies Fair will showcase the latest school and office supplies, creative art supplies, and gift stationery.
International participation remains strong, with pavilions from Chinese Mainland, Taiwan, Korea, and Europe. The HKTDC has organized over 200 buyer missions from more than 40 countries and regions, including e-commerce platforms like Rakuten, Tmall Global, and Amazon, to help exhibitors expand sales channels. The Asia Toys & Games Forum, themed 'Empowering the Toy Industry for Global Success,' will feature discussions on market outlooks, IP ecosystems, product certification, and trends in seniors' toys, with speakers from Euromonitor International, The Walt Disney Company, SGS Hong Kong Limited, and Yukai Engineering Inc.
Under the EXHIBITION+ model, the fairs combine physical exhibitions with the Click2Match smart-matching platform for online business meetings, accessible from January 5 to 22, 2026. Buyers can use the Scan2Match function to bookmark exhibitors and engage during and after the fair. For more information, visit the fair websites at hktoyfair.hktdc.com, hkbabyfair.hktdc.com, and hkstationeryfair.com. Media resources are available through the HKTDC Newsroom at http://mediaroom.hktdc.com/en.
