Hong Kong Day 1: Celebration & A Changing Market

Well, here I am at the Hong Kong Toy & Games Fair in 2026, and I’m counting my visits to this exciting show at more than thirty, which honestly boggles the mind a bit. So much has changed over those years. In fact, on my first visits, the still-impressive convention center jutting out into the harbor wasn’t even built yet.

Long-time attendees will remember stands shoe-horned in cheek-by-jowl in the old convention area, even tucked away in corners and under escalators. (They also may remember threading the needle between apartment buildings as their planes landed at Kai-Tek airport.)

Yet for all the changes three decades have wrought, there is still a sense of excitement in the air as the 52nd version of the show produced by the Hong Kong Trade Development Council (HKTDC) opened, hopes for the year were high, and Hong Kong celebrated its pivotal role in the dynamic, global toy industry.

Expanded Attedance

During the opening ceremony, Jenny Koo, HKTDC Deputy Executive Director, said: “The three fairs, themed ‘New Play for All’, cover three key areas: play, growth and creativity. As Asia’s flagship trade event of its kind, the Toys & Games Fair is tapping into the immense potential of the pop toy and collectibles market.”

Ms. Koo added: “The three fairs have attracted more than 2,600 exhibitors from 37 countries and regions, including new participants from Bangladesh, New Zealand and Norway, alongside returning exhibitors from Hong Kong, the Chinese Mainland, Asia-Pacific including ASEAN, the Middle East, South Africa, Europe and the United States, presenting a truly international lineup.”

Koo also noted that 200 buyer missions from more than 40 countries and regions are attending, representing the diverse makeup of retail distribution in 2026.

Pop & Play Pavilion Launches

One of the key introductions at this year’s edition of the show is the Pop & Play pavilion. A first for the show, this pavilion in a separate hall from the main fair was also open to the public. More than 150 IPs were featured. It was a unique opportunity for trade attendees and consumers to interact–and in our case ask attendees what they were excited about.

This new area complements the returning “Kidult World” section on the main show floor.

Here’s what we found as we strolled through this exciting exhibit:

Tutu Mokey: There’s something so appealing about this art character that loudly proclaims, “I am not a rabbit.” From large scale sculptures (similar to the white-hot Be@rbrick from Japan) to co-branding deals with such established brands as B. Duck, this was a huge draw for attendees.

B. Duck: The quintessential Hong Kong Rubber Duck launched an additional licensing venture with the British Museum for 2026, among with other collectibles and blind boxes in honor of the brand’s 21st anniversary.

But Wait…There’s More

Stay tuned as we continue to walk the show. Next up, a new focus on “the silver market” and what HKTDC is calling “Smart Aging” products.

Oh, and for those who asked, you’d be surprised how comfortable seat 59H is, thanks to the amazing service and wonderful people on Cathay Pacific. Nearly 15 hours flew buy, literally and figuratively.

Until tomorrow…

All photos © Global Toy News & Christopher Byrne