Hong Kong Toys & Games Fair
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About this event
Hong Kong Toys & Games Fair
The HKTDC Hong Kong Toys & Games Fair is a world-class Toys & Games trade show presented in a hybrid “EXHIBITION+” format, combining an offline exhibition with an online experience designed to extend sourcing and business conversations beyond the fair dates. In addition to the physical show floor, the event features Click2Match, an AI-enabled business matching platform that helps connect buyers and exhibitors globally.
Event format
- Hybrid EXHIBITION+: offline exhibition plus an online layer for ongoing discovery and engagement.
- Click2Match (AI-enabled): business matching to connect buyers and exhibitors across markets.
Dates, venue & location
- Main fair dates: (not provided in the supplied official text)
- Pop & Play (潮玩館): 10–13 Jan
- City: Hong Kong
- Country/region: Hong Kong (SAR)
- Venue: (not provided in the supplied official text)
What the fair is known for
This fair is positioned as a major platform for toy and game sourcing—supporting exhibitors with product discovery, brand exposure, and lead generation, while giving buyers structured ways to find suppliers and move toward commercial discussions. The presence of both offline exhibition and digital business matching makes it well-suited for companies running international procurement, supplier qualification, and category expansion.
Key engagement components (buyer-relevant)
- Click2Match to facilitate buyer–exhibitor connections beyond general foot traffic.
- Pre-registration / e-badge capabilities (via the HKTDC ecosystem) to support smoother visitor planning.
- HKTDC Marketplace app & e-badge to support visitor access and business interaction workflows.
- Fair catalogue and brand/product showcases (including “Fair Catalogue 2026” and “Brand Name Gallery 2026”) to help buyers shortlist and prioritize suppliers.
Product and category highlights
The event showcases a broad range of toy, game, and play-related products, including featured highlights such as digital and creative play concepts, model toys, collectibles, story-based learning materials, puzzles, and other consumer play categories. It also includes themed areas such as featured pavilions (for example: Green Toy Exhibitors and other special focus sections).
Why it matters for buyers
For sourcing and procurement teams, the fair combines two practical advantages: (1) in-person access to products, booths, and supplier representatives, and (2) an AI-assisted matching layer that helps move conversations toward meetings and supplier evaluation with less friction. This makes it especially relevant for buyers looking to discover new suppliers, validate product lines, and compare offerings across brands and regions.
Buyer-friendly positioning (summary)
- Trade-focused: structured to support sourcing and supplier discovery.
- Global buyer–supplier connectivity: enabled by Click2Match and the hybrid format.
- Category breadth: from mainstream toys and games to creative, innovation-driven, and sustainability-oriented segments.
Note: The supplied official text confirms hybrid “EXHIBITION+”, Click2Match, and the Pop & Play (10–13 Jan) sub-event dates. The main fair’s full dates and the exact venue are not stated in the provided excerpt.
Data sheet
Hong Kong Toys & Games Fair – Event Attendee & Buyer Profile Analysis
Event Date: 2027-01-11 to 2027-01-14
Location: Hong Kong Convention and Exhibition Centre (HKCEC), Hong Kong, China
Event Status: Upcoming
Research Date: 2026-07-01
Event Overview
| Event Name | Hong Kong Toys & Games Fair |
| Event Date | 2027-01-11 to 2027-01-14 |
| Event Status | Upcoming |
| Venue | Hong Kong Convention and Exhibition Centre (HKCEC) |
| City | Hong Kong |
| State / Region | Hong Kong SAR |
| Country | China |
| Organizer | Hong Kong Trade Development Council (HKTDC) |
| Official Event Website | hktdc.com/fair/hktoyfair-en/HKTDC-Hong-Kong-Toys-and-Games-Fair.html |
| Event Type | B2B trade show / sourcing fair / hybrid exhibition |
| Primary Category | Baby, Kids & Maternity |
| Secondary Applicable Categories | Education & Training; Retail; Business Services |
| Audience Reach | Global trade audience with strong Asia-Pacific sourcing concentration |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. |
| Attendance Data Reliability | Medium for format, audience type, and event positioning; low for exact attendance count |
| Main Purpose of Event | International toy and game sourcing, buyer-seller matching, product discovery, distribution partnerships, and retail procurement |
About the Event
The Hong Kong Toys & Games Fair is one of Asia’s leading toy sourcing and trade platforms, bringing together manufacturers, brands, distributors, buyers, licensors, and product-development teams in a hybrid physical-and-digital format. The official site emphasizes business matching through Click2Match, making the event especially relevant for international sourcing, product launch planning, and supplier discovery.
The fair matters because it sits at the intersection of global toy manufacturing and retail purchasing, with strong relevance for importers, wholesalers, retailers, e-commerce sellers, licensing partners, and category buyers. Its market position is strongest as a gateway event for Asia-Pacific sourcing and as a lead-generation venue for companies seeking play, learning, gifting, licensing, and kid-focused consumer products.
1. Who Attends: Buyers / Attendees
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Retail buyers and category managers | Toy retailers, department stores, mass merchants, specialty chains, e-commerce retailers | Assortment, pricing, listing, and seasonal buying decisions | High-value prospects for new product lines, exclusive SKUs, and private label sourcing |
| Importers and distributors | Regional importers, channel distributors, wholesale trading firms | Core sourcing and channel expansion decisions | Very strong fit for manufacturers seeking regional market access |
| Procurement and sourcing teams | Consumer product groups, branded toy companies, retail sourcing offices | Supplier selection, cost negotiation, compliance, and order placement | Ideal for exhibitors offering OEM/ODM manufacturing and compliant supply chains |
| Licensing and brand partnerships teams | Entertainment brands, IP licensors, toy companies, character licensing agencies | Licensing approvals, co-branding, and commercial partnership evaluation | Relevant for branded toys, collectibles, and media-linked products |
| E-commerce merchants and marketplace sellers | Online toy stores, marketplace resellers, cross-border e-commerce firms | Fast-turn sourcing, product testing, MOQ and margin evaluation | Strong fit for trend-led, compact, ship-ready products |
| Educational product buyers | Learning brands, schools supply distributors, educational wholesalers | Selection of STEM, learning, and developmental play products | High relevance for educational toys and skill-development categories |
| Small business owners and entrepreneurs | Independent toy brands, gift shops, concept stores, startup importers | Niche buying, new brand discovery, and first-order sourcing | Useful for lower-volume suppliers and product innovators |
| Media, analysts, and trade associations | Toy trade media, market research firms, industry associations | Market coverage, trend reporting, and ecosystem influence | Supports visibility, intelligence gathering, and PR amplification |
2. Event Location and Attendee Geographic Origin
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Hong Kong | Local exhibitors, buyers, agents, and logistics partners | High | Natural concentration due to the fair’s location at HKCEC and Hong Kong’s sourcing ecosystem |
| Host region: Hong Kong SAR | Regional trading firms, distributors, and sourcing offices | High | Strong hub for Asia-Pacific procurement and product consolidation |
| Nearby business hubs | Shenzhen, Guangzhou, Dongguan, Macau, Pearl River Delta | High | Convenient for mainland suppliers and cross-border trade buyers |
| Greater China | Brand owners, trading companies, manufacturers, retailers | Very High | Core sourcing corridor for toys and games manufacturing |
| Asia-Pacific | Importers, distributors, retailers, and online sellers | High | Regional attendance is likely because of Hong Kong’s trade-show accessibility |
| Europe and North America | Retail buyers, sourcing managers, licensors, distributors | Medium to High | Likely international sourcing interest due to the fair’s global positioning |
| Global online / hybrid audience | Remote buyers using business matching and digital discovery tools | Medium | Supported by the official Click2Match platform |
3. Audience Reach
| Reach Level | Assessment | Explanation |
|---|---|---|
| Global | Primary classification | The fair is positioned as an international sourcing event with hybrid matching and global buyer-seller relevance. |
4. Sample Buyer Companies and Websites
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| DeAgostini Collectibles | Buyer / sourcing organization | Named buyer testimonial on the official fair site; active in collectibles and toy sourcing | deagostini.com | Sourcing Manager, Procurement Manager, Category Manager | Confirmed Government / Procurement Organization |
| Mattel | Toy brand owner / retail buyer | Global toy company with sourcing, licensing, and category buying relevance | mattel.com | VP Procurement, Sourcing Director, Product Manager | Strong Market Fit, Attendance Not Confirmed |
| Hasbro | Brand owner / sourcing decision-maker | Major global toy and games company with international supplier needs | hasbro.com | Director of Procurement, Strategic Sourcing Manager, Licensing Director | Strong Market Fit, Attendance Not Confirmed |
| Spin Master | Toy manufacturer / buyer | Broad toy portfolio; relevant for sourcing, product development, and licensing | spinmaster.com | Procurement Lead, Product Development Manager, Category Manager | Strong Market Fit, Attendance Not Confirmed |
| Learning Resources | Educational toy buyer | Aligned with STEM, developmental play, and educational toy sourcing | learningresources.com | Product Manager, Sourcing Manager, Merchandise Manager | Strong Market Fit, Attendance Not Confirmed |
| The Entertainer | Retail buyer | Specialty toy retailer with constant need for new product discovery and distribution partners | thetoyshop.com | Buying Manager, Category Manager, Merchandise Director | Strong Market Fit, Attendance Not Confirmed |
| Smyths Toys | Retail buyer / distributor | Large European toy retail network with strong sourcing needs | smythstoys.com | Head of Buying, Procurement Manager, Category Lead | Strong Market Fit, Attendance Not Confirmed |
| Funko | Collectibles buyer / brand owner | Relevant to licensed collectibles, POP culture products, and specialty retail sourcing | funko.com | Licensing Manager, Product Development Director, Sourcing Manager | Strong Market Fit, Attendance Not Confirmed |
| JAKKS Pacific | Toy manufacturer / importer | Potential buyer for OEM/ODM suppliers and licensed toy products | jakks.com | VP Sourcing, Product Development Manager, Operations Director | Strong Market Fit, Attendance Not Confirmed |
| TOMY International | Toy brand owner | Sourcing, design, and product innovation relevance across toys and games | tomy.com | Senior Buyer, Procurement Manager, Product Director | Strong Market Fit, Attendance Not Confirmed |
| Bandai Namco Toys & Collectibles | Brand owner / licensing buyer | Strong fit for character goods, collectibles, and licensed play products | bandainamcoent.com | Licensing Director, Merchandising Manager, Category Manager | Strong Market Fit, Attendance Not Confirmed |
| Melissa & Doug | Educational toy buyer | Relevant for wooden toys, early learning, and developmental play sourcing | melissaanddoug.com | Sourcing Director, Product Manager, Procurement Manager | Strong Market Fit, Attendance Not Confirmed |
| Walgreens | Retail buyer / mass channel | Relevant for impulse toys, gifting items, and seasonal merchandise | walgreens.com | Category Manager, Merchandise Buyer, Supply Chain Manager | Strong Market Fit, Attendance Not Confirmed |
| Amazon | Marketplace buyer / e-commerce channel | Relevant for vendor programs, marketplace assortment, and cross-border sourcing | amazon.com | Vendor Manager, Category Manager, Business Development Manager | Strong Market Fit, Attendance Not Confirmed |
5. Job Profiles, Industries and Event Type
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer / Head of Procurement | Procurement | C-Level / VP | Owns supplier strategy, sourcing priorities, and commercial approvals |
| 2 | Director of Procurement / Sourcing Director | Procurement / Supply Chain | Director | Evaluates suppliers, terms, and product fit for seasonal buying |
| 3 | Category Manager / Buying Manager | Merchandising / Buying | Manager | Selects SKUs, evaluates margins, and manages assortment planning |
| 4 | Product Development Manager | Product / Innovation | Manager / Senior Manager | Needs new concepts, materials, features, and licensing opportunities |
| 5 | Merchandising Director / Retail Buying Director | Retail | Director | Drives store and online assortment decisions for toy categories |
| 6 | Licensing Manager / Brand Partnerships Director | Licensing / Partnerships | Manager / Director | Connects IP owners with toy makers and branded merchandise opportunities |
| 7 | Import / Export Manager | Trade / Logistics | Manager | Ensures cross-border compliance, shipping, and landed-cost control |
| 8 | E-commerce Marketplace Manager | Digital Commerce | Manager | Sources fast-moving products for online growth and marketplace expansion |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Retail | Core retail purchasing audience for toys and games | Category buyers, merchandising, assortment planning |
| 2 | Consumer Goods | Toy brands and consumer product distributors fit the event well | Brand owners, sourcing, product launches |
| 3 | Import & Export | Hong Kong is a major trade and re-export hub | Trading companies, sourcing offices, channel expansion |
| 4 | Wholesale | Distributors and wholesalers are key fair attendees | Bulk buyers, regional distribution, inventory buying |
| 5 | Apparel & Fashion | Relevant where toys intersect with licensed character products and gifting | Licensed merchandise buyers |
| 6 | Entertainment | Licensing and character IP are important in toys | Brand licensing, IP collaboration |
| 7 | Education Management | Educational and developmental toys are a major subsegment | STEM, learning, preschool product buyers |
| 8 | Leisure, Travel & Tourism | Gift and travel retail channels often source toy items | Airport retail, souvenir, and duty-free buyers |
| 9 | Consumer Services | Applicable to family entertainment and play products | Play centers, family venues, activity operators |
| 10 | Marketing & Advertising | Brand activation, launches, and licensing promotion matter | Promotional tie-ins and product launch campaigns |
| 11 | Business Supplies & Equipment | Relevant for commercial sourcing and trade buyers | Distribution, procurement, supplier onboarding |
| 12 | Management Consulting | Trade, sourcing, and market-entry advisors may attend | Strategic sourcing and expansion support |
6. Estimated Attendance
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Confirmed absence of public figure | Official event page reviewed; no attendance count disclosed | Use qualitative lead scoring rather than hard attendance assumptions |
| Exhibitor count | Not publicly confirmed in the provided official text | Unavailable | Official event page sections indicate exhibitor list and fair catalogue, but no count in provided text | Potentially available on current live exhibitor list pages |
| Buyer count | Not publicly confirmed | Unavailable | No public buyer count in the provided official text | Buyer volume should be treated as unknown |
| Speaker count | Not publicly confirmed | Unavailable | No speaker list included in provided official text | Speaker-based targeting is limited without agenda access |
| Historical attendance evidence | Qualitative only | Historical / prior-year evidence | Official testimonials and fair content on the event site | Shows active buyer interest and commercial value, but not a headcount |
7. Key Focus Areas and Buyer Engagement
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Procurement | Reliable suppliers, price, MOQ, lead time | Business matching and supplier qualification | OEM/ODM manufacturing, sourcing support |
| Product innovation | Fresh concepts, features, and formats | Prototype reviews and product demos | New toy lines, smart-tech toys, collectibles |
| Licensing | IP-enabled products and brand collaborations | Partnership introductions and rights discussions | Licensed toys, character products, collectibles |
| Educational play | STEM, developmental, and learning products | Category-specific demos and age-targeted messaging | Educational toys, puzzles, learning kits |
| Sustainability | Safe materials and environmentally friendly design | Buyer conversations around ESG and packaging | Recycled materials, battery-free products, reduced packaging |
| Retail sourcing | Ready-to-sell products and strong margins | Line reviews and order conversion | Seasonal toys, gift products, impulse lines |
| Cross-border logistics | Efficient shipping, customs, and fulfillment | Discuss landed cost and regional distribution | Freight-friendly packaging, export-ready SKUs |
| Digital transformation | Hybrid engagement and online sourcing support | Click2Match, digital catalogs, remote sales enablement | Digital product sheets, virtual meeting readiness |
Lead Quality Assessment
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | Toy retail, sourcing, distribution, and licensing buyers are the natural audience. |
| Decision-maker availability | High | Likely to attract procurement, buying, and partnership leaders. |
| Data collection potential | High | Official exhibitor lists, product lists, and business matching tools support lead capture. |
| Apollo targeting potential | Very High | Strong fit across retail, consumer goods, import/export, wholesale, and licensing accounts. |
| Geographic targeting potential | High | Clear regional and global sourcing corridors can be targeted in Apollo. |
| Best outreach approach | Account-based outreach | Target buyer, sourcing, and merchandising teams with category-specific messaging. |
| Overall lead quality | Very High | This is a strong B2B attendee list-building event for toy, retail, and sourcing leads. |
| Best use case | Lead generation and supplier discovery | Ideal for event-data buyers, exhibitors, and outbound sales teams targeting procurement-heavy accounts. |
| Limitations / risks | Attendance count not public | Exact footfall and current-year buyer list are not publicly confirmed in the provided source text. |
Apollo.io Targeting Recommendation
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Retail; Consumer Goods; Wholesale; Import & Export; Entertainment; Education Management; Marketing & Advertising | Focus on likely buyer, distributor, licensing, and merchandising organizations |
| Departments | Procurement; Supply Chain; Merchandising; Product; Partnerships; Business Development; Operations | Reach functional owners of sourcing and assortment decisions |
| Seniority | Manager; Director; VP; CXO | Prioritize decision-makers and commercial approvers |
| Job titles | Buyer, Category Manager, Procurement Manager, Sourcing Manager, Merchandising Manager, Product Manager, Licensing Manager, Import Manager | Capture high-intent contacts aligned to toy sourcing |
| Geography | Hong Kong, China, Greater China, Singapore, Japan, South Korea, United States, United Kingdom, Germany, France, Australia | Match the fair’s international buyer footprint and major sourcing markets |
| Employee size | 11-50; 51-200; 201-500; 501-1,000; 1,001-5,000; 5,001+ | Covers startup importers through enterprise retail chains |
| Keywords | toys, games, kids, collectibles, licensing, sourcing, wholesale, importer, distributor, retail buyer, educational toys | Improve search precision for event-aligned contacts |
| Company type | Public company; privately held; importer; distributor; retailer; brand owner | Prioritize organizations with active commercial buying needs |
Suggested Apollo Search Logic: (retail OR wholesale OR import export OR consumer goods OR entertainment) AND (buyer OR category manager OR sourcing manager OR procurement manager OR merchandising manager OR product manager OR licensing manager) AND (toys OR games OR collectibles OR kids OR educational toys OR licensed products).
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Sources & Verification Notes
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| HKTDC Hong Kong Toys & Games Fair official page | Official organizer source | Event identity, hybrid format, business matching positioning, fair sections, and testimonial content | Very High |
| Official event page content provided by user | Primary-source extract | Verified official website language, product highlights, fair spotlights, and buyer testimonial references | Very High |
| HKTDC fair features and testimonial sections | Organizer evidence | Historical / prior-year buyer interest evidence, including named buyer testimonial from DeAgostini Collectibles | High |
| Hong Kong Trade Development Council | Organizer website | Organizer identity and fair ecosystem context | Very High |
| Hong Kong Convention and Exhibition Centre | Venue website | Venue identity reference for HKCEC | High |
Note: The official event content provided did not publicly confirm a current attendance count. This report therefore labels attendance as not publicly confirmed and uses only verified official information plus clearly identified market-fit targets where attendance is not confirmed.
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Tell us your work email and our AI instantly builds a buyer list matched to Hong Kong Toys & Games Fair — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.
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