Hong Kong's toy market will continue its positive growth trajectory this year, with toy exports expected to grow by approximately 8 to 9 percent, according to a Hong Kong Trade Development Council (HKTDC) forecast.

Art toys are poised to inject further vitality into an expanding market, said Jenny Koo, deputy executive director of HKTDC.

She made her remarks on Tuesday ahead of the 52nd HKTDC Hong Kong Toys and Games Fair, which runs from Jan 12 to 15 at the Hong Kong Convention and Exhibition Centre. A new “Pop and Play” pavilion has been set up this year, featuring around 150 trendy brands, including famous international and local brands like B.Duck and TUTU MOKEY.

“The pavilion will help cutting-edge toy brands connect with global business buyers to expand into international markets, while also enabling Chinese mainland and overseas brands to engage directly with local designer toy fans,” said Koo.

Hong Kong's toy and game exports recorded almost 35 percent year-on-year growth, reaching over HK$169 billion ($21.7 billion) in the first 11 months of 2025. Koo pointed out that the Chinese mainland and Association of Southeast Asian Nations (ASEAN) are the primary export markets for Hong Kong's toy industry.

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ASEAN's share of Hong Kong's total toy exports climbed from 8.4 percent in 2021 to 30.2 percent in the first 11 months of 2025, according to HKTDC’s data. Koo said that exporters can also leverage the fair to explore other overseas markets, in addition to ASEAN markets.

“This year we expect more buyers from the United States and Europe, not only from ASEAN,” said Chad Li, office manager of Cinereplicas, an officially licensed manufacturer of movie and anime peripheral products. The company is bringing squeeze toys to the fair, made from a flexible plastic material that returns to its original shape after squeezing, which are based on popular characters and designed to help relieve stress.

Koo added that last year's fair attracted 80,000 buyers and is expected to match that number this year. So far, 50,000 buyers have already registered. She said that the council will organize over 200 buyer groups from more than 40 countries and regions to facilitate purchasing and help exhibitors widen their sales channels.

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The 17th HKTDC Hong Kong Baby Products Fair and the 24th Hong Kong International Stationery and School Supplies Fair will also take place alongside the Hong Kong Toys and Games Fair. These fairs have attracted over 2,600 exhibitors from 37 countries and regions.

Contact the writer at akirawang@chinadaily.com