The 52nd Hong Kong Toys & Games Fair successfully concluded on January 15 at the Hong Kong Convention and Exhibition Centre in Wan Chai!
Together with the 17th Hong Kong Baby Products Fair and the 24th Hong Kong International Stationery & School Supplies Fair held concurrently, these three fairs fired the first shot for Hong Kong's convention and exhibition economy in 2026.
The three exhibitions achieved remarkable results, attracting approximately 82,000 buyers to the venues for procurement .
These buyers came from 121 countries and regions, demonstrating the global influence of the exhibitions. Among them, the Hong Kong Toys & Games Fair stood out the most, attracting about 41,000 buyers.
Many companies expect that the annual new business brought by this year's Toy & Game Show will reach at least US$1 million, and the show has played a significant role in international orders and new product exports.
The newly launched " Pop & Play " zone became the highlight of the entire event , open to trade buyers and the public, attracting approximately 10,000 visitors. This zone focused on designer toys, collectible figures, and popular IP merchandise, showing about 150 local and international IPs, as well as numerous exhibition premieres and global limited edition collectibles. The variety was astounding.
Sustainable products remain a highlight. The exhibition has specially set up a "Green Toys" zone and marked environmentally friendly products with the "Green Solutions" logo. More than 400 exhibitors showed toys made with eco-friendly materials, biodegradable materials, and energy-efficient designs. The number of green exhibits has increased by approximately 10% compared to 2025, reflecting the growing importance of environmental protection and sustainability in product development and procurement standards.
With " New Play for All " as the annual theme, it emphasizes the concept of " trendy toys + collectibles + diverse age groups" . It emphasizes that toys are not only for children, but also for teenagers and adult collectors, promoting the development of art toys, IP-related products, and emotional healing toys.
Cheertone, as a leading toy manufacturer, participated in this exhibition as an exhibitor. Over four days, we interacted with buyers from various regions around the world. The venue was bustling with people, attracting the attention of numerous potential customers and partners. Many buyers praised our products, especially the children's video walkie-talkies, which became a highlight of our booth due to their unique appearance, rich functions, and interactive experience. Some customers even placed orders on-site…
This exhibition has brought us more than just orders and attention. Through the cutting-edge products showed at this event and feedback from global buyers, we gained clearer insights into industry trends: the rapid growth of AI emotional interaction toys, the accelerated integration of education and entertainment, the necessity of localizing content for different regional cultures and languages, and the gradual emergence of environmental-friendly materials and sustainable design as standard requirements for overseas customers. Through exchanges with peers, platform providers, and buyers, Cheertone has received valuable inspiration in product planning, function iteration and brand positioning, providing important references for subsequent product upgrades and market strategy adjustments. We will continue to focus on the children's electronic toy field and launch more innovative and STEAM-themed toys in the global market.
From this exhibition, several major trends can be clearly observed:
First , "IP + Pop Culture Toys + Scenario-Based Consumption" has become a new growth engine for the industry. Represented by the " Pop & Play " zone, art toys and collectible toys are deeply integrated with content industries such as animation, film, games, and theme parks, promoting the transformation of toys from "functional consumer goods" to "cultural and emotional carriers". For enterprises, the space for simple outsourcing and non-differentiated product competition is becoming increasingly limited. How to build brand equity through IP collaborations, original design, and story-telling will become one of the key factors for future competitiveness.
Secondly , the triple integration of " Education + Emotion + Technology " is reshaping the smart toy industry. The application of AI emotion recognition, personalized learning paths, and multi-modal interactive experiences means that toys are no longer just " able to make sounds, " but can understand users' emotions, adapt to their learning pace, and provide continuous companionship. This places higher demands on companies in terms of algorithm capabilities, content development, data security, and parental control. At the same time, regulation and compliance will become a "required course" for the internationalization of smart toys, including privacy protection, child data security, and compliance with local certification standards.
Third , the market structure is rapidly diversifying. The ASEAN market's share of Hong Kong's toy exports is rising rapidly, and there has been a significant increase in buyer groups targeting markets such as Thailand, Malaysia, and Vietnam at the exhibition, indicating that emerging markets are gradually becoming an important source of growth for the global toy industry. Meanwhile, the number of cross-border buyers (such as theme park operators, membership points program platforms, leading e-commerce platforms, etc.) is constantly increasing. Enterprises not only need to be able to "sell products", but also "create content", "operate" and "provide services", and use Hong Kong as a platform to access a broader industrial ecosystem.
Overall, the successful hosting of the Hong Kong Toys & Games Fair 2026 not only showed the latest product trends and business opportunities in the toy and related industries , but also provided an ideal platform for brands, buyers and suppliers to exchange ideas and collaborate.
Cheertone is currently actively preparing for the 139th Spring Canton Fair, where we will bring you more innovative children's toys. We look forward to meeting global partners again! Thank you for your support and attention!
Cheertone Team
