Amid the growing demand among young consumers for toys that are designed to provide emotional support, Chinese mainland toy companies have been leveraging Hong Kong’s advantages when it comes to accessing the global market. Exhibitors at the Hong Kong Toys and Games Fair, which opened on Monday, said that the event has helped them connect with new buyers worldwide.

The 52nd HKTDC Hong Kong Toys and Games Fair, along with the 17th HKTDC Hong Kong Baby Products Fair and the 24th Hong Kong International Stationery and School Supplies Fair, brought together over 2,600 exhibitors from 37 countries and regions. The four-day toy fair was organized by the Hong Kong Trade Development Council and held at the Hong Kong Convention and Exhibition Centre.

Toys offering emotional value for young people took center stage at this year’s new "Pop and Play" pavilion which has brought together about 150 famous local and international IPs.

According to iResearch, China’s emotional economy market reached 2.3 trillion yuan ($330 billion) in 2024 and is expected to exceed 4.5 trillion yuan by 2029. Similarly, Qianzhan Industry Research Institute reported that the global toy market size was $113.9 billion in 2024.

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Shenzhen Tiangong Xingwu Animation Technology Co showcased its self-developed IP “cup rabbits” — a plush-eared rabbit doll with various character designs. Each rabbit is assigned a zodiac sign and personality. Additionally, the plush ears can be twisted into customized shapes and are infused with different scents.

The plush, twistable ears offer a soothing tactile experience, helping users relieve stress through the repetitive action of twisting. Meanwhile, the distinct personality of each rabbit allows consumers to form an emotional connection.

Manager Claire Chen said that the company aims to attract users by enriching the IP's narrative appeal. She also revealed plans to produce an animated series featuring the rabbit characters this year.

Chen believes the emotional toy market remains a blue ocean. Since its launch in 2022, the rabbit series has sold over 2.15 million units. She noted that Hong Kong’s diverse advantages can help the company better understand global trends and market directions. The products are already available in European markets such as France, and the company hopes to further expand into the American market this year through the fair.

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HowCat (Wuhan) Creative Technology Co specializes in crafting 3D wooden and paper puzzles with wood sheets and special paper. Its products feature steampunk-style ships, trains, and other models, each consisting of around 800 small pieces and requiring over six hours to assemble.

“We strive to incorporate traditional mortise-and-tenon structures into our designs, allowing the finished puzzles to fit together seamlessly,” said Daisy Choy, the company's foreign trade manager. She said that customers experience a sense of calm and satisfaction while going through the slow-paced, hands-on assembly process, and that the completed works hold collectible value.

One of the company's products — the steam revolver assembly kit — has received over 100,000 orders in under two years since its launch. Choy said that Hong Kong has provided a platform for the company to showcase its products to overseas markets, and it has already connected with several potential clients through the fair.

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Hangzhou-based Cozyworld presented its square plush toy series — each product is a cube-shaped plush toy with distinct thematic designs. The cubic form allows the toys to be easily stacked on office desks, providing visual relaxation for young people. Additionally, the toys are filled with memory foam, enabling users to relieve stress by squeezing them.

“The target customers for this product are ‘kidults’,” said Wei Hualiang, founder of the company. He said that the company focuses on individuals aged 18 and above who are passionate about toys and cartoons, or who have similar interests, and are willing to spend on them.

He added that Hong Kong serves as a crucial gateway for the company's global expansion. The cube-shaped plush dolls were exhibited at last year's Hong Kong Toys and Games Fair, generating substantial orders and securing over 6 million yuan in sales within less than six months.

Contact the writer at akirawang@chinadailyhk.com