The world’s largest toy fair, the Nuremberg Toy Fair, celebrated its 75th anniversary earlier this year, attracting some 2,300 exhibitors from around the world to Germany.
This included a record-breaking delegation of 46 players from Hong Kong, who engaged with industry leaders, buyers and partners at the show – which is also known as Spielwarenmesse – to strengthen their business networks and to explore new market opportunities.
The Hong Kong Trade Development Council (HKTDC), which led the delegation, staged pavilions in three halls covering diverse product categories, including electronic, educational, technical and action toys, as well as testing services.
Hong Kong exhibitors met high-quality buyers and a wide range of potential clients from diverse geographical regions – including the Americas and Asia as well as various markets in Europe – with some noting promising order leads.
One member of the delegation, Rex Music, is tapping into growing demand for creative learning around the world with DIY ukulele kits that children can assemble and decorate themselves.
Each kit combines creativity, education and well-being with a ready-to-sell ukulele, an educational booklet and customisable art elements that enhance value and support seasonal reorders.
Rex Music was founded more than 10 years ago to redefine music learning with innovative products that are both educational and commercially attractive for schools and retailers.
The company, which has more than 10 branches in Hong Kong, aims to provide a scalable ecosystem rather than a one-off project, elevating its offerings to the realm of emotional and artistic well-being, while fostering connections among players worldwide.
Another Hong Kong exhibitor, toy supplier Wintide Brand, secured on-site orders, with additional orders under negotiation after engaging with buyers from Germany, Italy, Finland and the US.
Meanwhile, Artoy Industrial, an original design manufacturer and original equipment manufacturer that specialises in private-label toys, also experienced significant interest in its soft toy and blind box product lines from buyers at Nuremberg.
Impressive export growth
The value of toy exports from Hong Kong saw an impressive growth rate last year, increasing by more than 35% year-on-year, according to the Hong Kong SAR Government’s Census and Statistics Department.
The value of exports to the Chinese Mainland, Cambodia, Vietnam and Australia also posted notable increases.
The upcoming Hong Kong Toys & Games Fair, Asia’s flagship toys fair organised by the HKTDC, is scheduled to take place from 11-14 January 2027.
This year’s Hong Kong Toys & Games Fair gathered more than 41,00 buyers.
One major draw was the newly launched Pop & Play zone, which attracted some 10,000 public visits. The pavilion helped local toy brands connect with global buyers to expand into international markets, further unleashing the commercial potential of their IP, while also enabling brands and franchises to engage directly with local fans.
This year’s Asian Toys & Games Forum, held during the Toys & Games Fair, was themed ‘Empowering the Toy Industry for Global Success’, showcasing market trends and perspectives from industry experts.
Among others, Loo Wee Teck, a Global Insights Manager from Euromonitor International, reviewed the market outlook and opportunities for toys and games, while Alex Lin, a VP and GM and General Manager from Disney Consumer Products, covered the global IP ecosystem and merchandising strategies.