Licensed IP Shines at the Hong Kong Toys & Games Fair
by Roger Berman, President, ZenWorks & Total Licensing’s Asian Agent (excl mainland China)
The 2025 Hong Kong Toys & Games Fair (hktoyfair.hktdc.com), one of the most significant industry events in Asia, has once again highlighted the power of licensed intellectual property (IP) in driving innovation and consumer engagement in the toy and games sector. The trade show was held alongside the Baby Products Fair and the Stationery & School Supplies Fair at the Hong Kong Convention and Exhibition Centre from 6 to 9 January. The event brought together over 2,500 exhibitors from 34 countries and regions, showcasing a dazzling array of products and trends to over 40,000 buyers.
Positive Asia regional licensing statistics
For the overall licensing industry across all product sectors, the 2024 Global Licensing Industry Study, published by Licensing International, the worldwide trade industry association, shows that North Asia, South Asia, and the Pacific regions – which are all well-served by Hong Kong geographically – jointly account for 13.5% of the global licensing market. It is the third largest area after North America and Western Europe. North Asia alone increased its share of licensing sales to 9.7%, driven by strong growth primarily from Greater China and Japan.
North Asia, South Asia, and the Pacific regions jointly held a 16.2% share of the total global licensed toy market, third after North America and Western Europe.
While the Toys & Games Fair was co-located with the Hong Kong International Licensing Show for several years, more recently, the latter event moved to a late April slot. As Total Licensing is a supporting media for the licensing event, this was a rare opportunity for Total Licensing to once again see licensed IP activations in the Asian toy and games sector.
It was immediately apparent that licensed IP continues to be a cornerstone of the global toy and games market, allowing brands to connect with consumers through familiar characters, stories, and themes. At this year’s Hong Kong Toys & Games Fair, exhibitors prominently displayed toys and games inspired by blockbuster franchises, beloved characters, and trending themes.
Some of the key licensing highlights:
• Sanrio’s Kuromi and Hello Kitty : These iconic Japanese brands captivated attendees with their timeless appeal, offering various products from plush toys to educational games, proving that multi-generational IP remains a significant force in the industry.
• Disney and Marvel: With franchises like Frozen, Spider-Man, and the Avengers, Disney showcased how storytelling can extend into imaginative play through action figures, puzzles, and role-playing games.
• Anime and Gaming Crossover: Brands leveraged popular anime and gaming franchises such as Pokémon, Demon Slayer, and Super Mario to create engaging and collectible toys.
This year’s fair also revealed some notable trends in how licensed IP is used:
• Eco-Friendly Licensing: With sustainability in focus, some brands introduced licensed toys made from biodegradable or recycled materials, aligning with the growing demand for eco-conscious products. This year, over 370 exhibitors displayed products with an eco-related Green Leaf label, 70% more than in 2024.
• Edutainment: Licensed IP that combines education and entertainment was a key highlight. Products inspired by educational characters demonstrated how licensed content can promote learning through play.
• Kidult: With the shrinking number of children as a target market, particularly in markets such as China, Japan, and Korea, one of the fair’s branded themes was to showcase toy and game products that emphasized the kid in the adult. The Kidult culture encompasses adults who buy and enjoy toys and games, all driven by nostalgia, collectability, escapism, and a desire to share multi-generational play experiences.
• Global-Local Mix: Companies blended globally recognized IPs with local cultural elements to appeal to diverse markets. For instance, localized versions of international franchises helped brands connect with Asian audiences.
The fair was not just about showcasing products but also about fostering business connections. Toy manufacturers and distributors had the opportunity to meet visiting licensors and agents to explore new collaborations and licensing agreements. With Asia’s growing middle-class market and increasing spending power, the potential for licensed IP in the region continues to be a treasure trove.
Total Licensing attended a meetup between Hong Kong toy companies and toy press. Samson Ko, president of the Toys Manufacturers’ Association of Hong Kong Limited said, ”If there is a match with a good IP, it helps to promote the product. Soap Studio, a Warner Bros licensee, is less than five years old but is now one of the leading toycos in Hong Kong.”
IP Spotting & Onsite Spot Interviews
Walking the halls revealed that licensed IP was a strong sector of toy products across large and small exhibitors. I had the opportunity to talk with some exhibitors who showcased characters, asking them the following questions. It was apparent from all the interviewee’s answers that they valued the power of licensing and saw its necessity to help achieve their toy business goals.
A) Which licensing partnerships have worked best for your brand, and what kind of new partnerships are you looking for?
Alpha Group: Super Wings (Alpha’s own IP) and licensed IP. Over the last two years Japanese IP has been strong and is in trendy stores in China with for example, Haikyuu!!
Aurora World HK: Dr. Seuss then Pusheen across worldwide.
Guangdong Moetch Cultural & Creative: Sanrio, particularly Kuromi. While Kitty is classic, Kuromi is refreshing and appropriate to younger trendy consumers.
Guangdong Qman Toys Industry/Keepplay: Sanrio is successful and has the best sales.
Soap Studio HK: Sho-chan from Hokkaido, Japan-based creator, Akirambow. While it is niche in Japan, it has become popular in Hong Kong with a fan base.
Yu Tung Technology Limited/Yolopark: Transformers worldwide model kits.
B) How do you decide which characters or brands to use in your toys?
Alpha Group: IP awareness is the most important. Target consumer matching is important such as boys preschool.
Aurora World HK: we know the trends well and how to accommodate customer demands.
Guangdong Moetch Cultural & Creative: global recognition, cuteness and focusing on girls.
Guangdong Qman Toys Industry/Keepplay: it’s a long process of doing market research and considering many things.
Soap Studio HK: popularity is important, and if the IP is already in the market. We also explore other smaller IP to grow a brand from a zero base.
Yu Tung Technology Limited/Yolopark: market acceptability. And focusing on kidults and kids.
C) Are you trying to grow your licensing business in certain markets or product areas?
Alpha Group: we are looking for strong IP from Japan for licensing in the Japanese and Asia markets.
Aurora World HK: we target global markets where we see an opportunity.
Guangdong Moetch Cultural & Creative: as a Sanrio licensee, our best selling overseas markets, are North and South America, mainland China, Southeast Asia, South Korea and Oceania.
Guangdong Qman Toys Industry/Keepplay: Greater China and SE Asia. We are the number 1 brand in mainland China for domestically manufactured building blocks.
Soap Studio HK: we are expanding via direct sales at festivals and trade shows such as the Wonderfest in Japan.
Yu Tung Technology Limited/Yolopark: Now we only have Peppa Pig for China. We want to get global IP where we can distribute to most countries and also sell directly.
The Takeaway
The Hong Kong Toys & Games Fair reaffirmed that licensed IP is more than just a marketing tool—it drives creativity, innovation, and consumer engagement. By connecting popular characters and stories to physical products, the industry continues tapping into the emotional resonance licensed IP offers.
As we look ahead, we expect the influence of licensed IP in the toy industry to grow, fueled by advancements in technology, storytelling, and global collaboration. For licensors, licensees, and toy manufacturers alike, events like the Hong Kong Toys & Games Fair are crucial platforms to showcase what’s next in the world of play.
