Rare collectibles, celebrity artists and giant-size mascots were among the standout attractions greeting buyers and trade visitors at the Hong Kong Toys & Games Fair, organised by the Hong Kong Trade Development Council (HKTDC).

For the first time, industry buyers were joined on the exhibition floor by enthusiasts, collectors and fans eager to meet their favourite creators, snap photos and pick up first-release merchandise at the Pop & Play pavilion – a curated showcase featuring products and toys based on 150 international and local IPs, including exclusive debuts and global limited-edition collectibles.

Seminars, hands-on workshops and DIY souvenir stalls at the Pop & Play pavilion infused a festival atmosphere into the first major event on the city’s trade fair calendar, ensuring fairgoers did not leave empty-handed.

For debut Singapore exhibitor Super Tough Friends, the fair proved to be an ideal platform for brand exposure and promotion. Founder Bret Ong said: “We were pleasantly surprised and genuinely shocked by the number of local fans who came specifically to view our IP. We will definitely return to Pop & Play next year, building both fan loyalty and business opportunities.”

Hong Kong-based IP development company Semk Global Marketing exhibited its iconic B.Duck collectibles and toy lines designed for the adult segment (ages 15-34), including its new Egypt series, which reimagines the classic yellow duck as an Egyptian pharaoh through a collaboration with the British Museum. The company also introduced a range of dolls themed around workers’ mental health.

Sales representative Lai Chi-ying reported strong on-site demand, with 100 blind boxes sold during the fair, along with meetings held with 30 potential new distributors from Indonesia, Thailand, the Philippines, United Arab Emirates, Russia and North America. She added that participating in the event is expected to contribute around 10% to the company’s annual growth.

For emerging creators, the event provided an unrivalled platform to blend business with inspiration. Creator of the Maze of Bakalu series of trading cards, figurines and toys Clapton Tam said he had met both fans and industry players, including retailers from the mainland and Japan interested in stocking his merchandise.

“The fair is an excellent way for consumers and distributors to discover my creations. At the same time, I met many fans who encouraged me to continue developing the series and take it in new directions.”

Mr Tam appeared at the fair together with AmazHK, which operates online and offline retail outlets in Hong Kong specialising in collectibles and unique toys for adults. Manager Titi Kong said it was the company’s first time exhibiting at such a large-scale fair and the event proved highly successful in raising its profile and forging connections with designers, creators and distributors.

With over 10,000 public visitors attending the Toys & Games Fair, in addition to over 41,000 buyers, the event delivered a steady stream of customers, potential clients and public visitors for Asia Partners IFBD, owner of the CR7 Life and Play Bonito IP assets.

Staff on-site handed out coupons and reported meeting potential distributors in Singapore, Indonesia and Cambodia. Head of Sales and Partnerships Colman Lam said: “HKTDC fairs have provided an excellent platform for both B2B networking and brand visibility, accelerating our international expansion and commercialisation efforts.”

Under the banner “New Play for All”, the toys fair was held alongside the Hong Kong Baby Products Fair and Hong Kong International Stationery & Schools Supplies Fair, co-organised by the HKTDC and Messe Frankfurt.

Presenting more than 2,600 exhibitors from 37 countries and regions, the four-day physical fairs attracted some 82,000 buyers from around the world.

Buyers from outside Hong Kong primarily came from the Chinese Mainland, Taiwan, ASEAN markets, Korea, India and the US with double-digit increases in buyers from Vietnam, Belgium, Poland and South Africa.

Exhibitors and buyers can continue to connect through the Click2Match smart business matching platform until 22 January.