The 50th Hong Kong Trade Development Council (HKTDC) Hong Kong Toys & Games Fair, the world's first professional toy exhibition in 2024, is set to take place from January 8 to 11 at the Hong Kong Convention and Exhibition Centre. Concurrently, the 15th HKTDC Hong Kong Baby Products Fair and the 22nd HKTDC Hong Kong International Stationery & Learning Supplies Fair will also be held. The three major exhibitions are expected to attract around 2,500 global exhibitors, showcasing a diverse range of smart toys, high-quality baby products, and innovative stationery.

According to the HKTDC, this edition of the exhibition will continue to adopt the "EXHIBITION+" integrated exhibition model. In addition to the offline exhibition, the organizers will create the "Business Matching" smart platform from January 1 to 18, providing a more convenient and efficient negotiation platform for global businesses.

1. The lineup of exhibitors from Asia is formidable.

Thanks to a youthful demographic, continually rising household incomes, and the growing popularity of Japanese and Korean pop culture and entertainment brands in countries like Thailand, Asia is becoming increasingly pivotal in the global toy market. According to the Hong Kong Trade Development Council, citing data from the International Trade Centre, emerging markets such as Mainland China, Indonesia, Vietnam, India, and Poland will continue to be major drivers of the global toy market. Statista predicts that in the next five years, the revenue growth rate in the Asian market will surpass the global average. In 2023, the toy and game revenue in the Asian region reached $38.34 billion, and it is projected to grow at an average rate of 3.5% from 2023 to 2028, compared to the global market growth rate of 2.6%.

For the Hong Kong toy industry, the significance of the Asian market cannot be overstated. According to organizers, when considering re-exports, Hong Kong was the eighth-largest toy export destination globally in 2022. The Association of Southeast Asian Nations (ASEAN) has emerged as a primary export market for the Hong Kong toy industry, with its share of Hong Kong toy exports increasing from 8.4% in 2021 to 17.8% in 2022.

Against this backdrop, the 2024 Hong Kong Toys & Games Fair is set to attract numerous Asian exhibitors, including pavilions from Mainland China, South Korea, and Taiwan, as well as exhibitors from India, Indonesia, Japan, Malaysia, and Singapore. Additionally, the "World of Toys" pavilion, predominantly featuring European exhibitors, will make a return.

2. New exhibition area following the trend

Staying abreast of the latest trends is a hallmark of the Hong Kong Toys & Games Fair. The organizers promptly respond to global trends in the toy market by introducing new exhibition zones, providing a convenient platform for global buyers to select desired products. In 2024, while retaining the original distinctive exhibition zones, the fair will introduce exclusive areas for "Collectible Toys" and "Green Toys."

In recent years, collectible toys have emerged as a significant segment of the toy industry, with an increasing demand among adults and even seniors. Reflecting this trend, the 2024 Hong Kong Toys & Games Fair will feature a new "Collectible Toys" zone within the "Kidult World" special zone. This section will showcase a variety of outstanding collectible toy brands and products. For instance, Hong Kong exhibitor Utong Technology Limited, a global licensee for multiple brands, has developed a proprietary Internal Interconnected Skeleton System (IIES) applied to a 24-inch model of Optimus Prime, inspired by the character from the movie "Bumblebee." The company also produces models based on children's works such as "Transformers" from the movie "Bumblebee," as well as "Toy Story 4," "Cars 3," "Minions," and "Transformers: Rescue Bots."

To promote Hong Kong's innovative industry and brand toys, the Hong Kong Brand Toys Association (HKBTA) will establish a dedicated zone for the first time at the Hong Kong Toys & Games Fair. One of the participants, Threezero (HK) Ltd, specializes in designing and developing high-end collectible toys, with its design and development team based in Hong Kong. During the fair, the company will showcase high-quality collectible models of popular culture figures from around the world.

As environmental consciousness grows globally, many toy companies are incorporating eco-friendly and green elements into their product development. The 2024 Hong Kong Toys & Games Fair will focus on sustainable development with the introduction of the "Green Toys" zone, showcasing exhibitors dedicated to environmentally-friendly innovations. For example, Bonartoy Limited focuses on researching and developing innovative technology to create high-quality, safe, and environmentally friendly toys.

In addition to the new zones, the original distinctive exhibition zones of the Hong Kong Toys & Games Fair will also take center stage. The "Smart Toys" zone will present a variety of toys and games integrating innovative technology, such as entertainment products with app control functionality, virtual reality (VR), augmented reality (AR), and mixed reality (MR) technologies. Representing companies like CheerTone (Hong Kong) Industrial Limited, which has an innovative team composed of experienced product development engineers, the fair will feature children's smartwatches, children's cameras, children's learning devices, and gaming consoles.

The "Brand Gallery" focal zone will bring together unique and innovative products from well-known brands, including Eastcolight, Hape, Welly, Classic World, Rastar, Masterkidz, AURORA, and others.

2. Contemporaneous events reveal trends

The exhibition serves as a platform for manufacturers to negotiate collaborations, while concurrent events provide an essential avenue for industry peers to gain insights into industry developments and broaden their perspectives. During the 2024 exhibition, the organizers will host the inaugural Asia Toy Forum. Conference attendees will share insights into the market prospects, emerging trends, and unique market opportunities within the Asian toy industry. This includes analyses by child research experts on the preferences of both older and younger children towards toys, along with strategies for expanding brands. Topics will also cover the entire production process, including concepts, design, certification, and discussions on achieving sustainable development goals. Furthermore, the forum will explore hot topics such as "phygital" toys and artificial intelligence, discussing the future of the toy industry and potential business opportunities arising from these trends.

Simultaneously with the Hong Kong Toys & Games Fair, there will be the Hong Kong Baby Products Fair and the Hong Kong International Stationery & Learning Supplies Fair. This diversifies the range of products showcased during the exhibition, including a variety of baby products such as strollers, bedding, skincare and bath products, children's fashion, and maternity products. Additionally, the latest stationery and learning supplies, including creative crafts, gift stationery, children's stationery, and office and school supplies, will be featured. With these three major exhibitions held concurrently, buyers will have a one-stop procurement opportunity, creating more cross-industry business opportunities

The Hong Kong Toys & Games Fair has now opened its buyer registration system (http://i7q.cn/6924pB). Buyers intending to attend the three major exhibitions can click on the link to register in advance and enjoy convenient access.

Reprinted from Chinese and foreign toy network, translated by Queenie Nie.