Commercial use of IP showcased by Hong Kong’s Toys & Games Fair

Commercial use of IP showcased by Hong Kong’s Toys & Games Fair

The Pop & Play pavilion highlights not only business deals but also cultural influence of creators.

The inaugural ‘Pop & Play’ pavilion – featuring around 150 local and international intellectual properties - was unveiled by the 52nd HKTDC Hong Kong Toys & Games Fair. The ways in which brands are increasingly leveraging IP through product development, licensing collaborations and global brand building in Asia’s toys and collectibles market is reflected by the pavilion.

The pavilion is open to industry buyers and the public alike and featured a line up of limited-edition releases designed to enhance brand prestige and collector demand. Momoland’s debut dolls, TUTU MOKEY’s art sculptures and CM Concepts’ Mazinger Z playing cards – each produced in tightly controlled quantities – are included in the launches. Exhibitors can build premium positioning around their IP assets with these exclusives.

More than 2,600 exhibitors from 37 countries and regions are participating in the fair with the HKTDC (Hong Kong Trade Development Council) inviting representatives from sectors such as hotels, museums, e-commerce platforms, major retailers and theme parks to explore cross-industry licensing deals. HKTDC Deputy Executive Director Jenny Koo reportedly said that the event aims to create deeper commercial pathways for Asian and global IPs as demand for designer toys and “kidult” collectibles speeds up.

Organizers and exhibitors stressed that licensing has become a keystone of growth for IP owners seeking to extend their brands into new territories and product categories. Hong Kong’s legal framework –secured by its independent IP system, updated digital copyright laws and established enforcement mechanisms – continues to position the city as a regional IP trading hub.

The Pop & Play pavilion highlights not only business deals but also cultural influence of creators. Autograph sessions and interactive experiences with well-known artists were a big draw. With its expanded exhibitor base, limited edition showcases and licensing focused programming, the Hong Kong Toys & Games Fair is strengthening its role as a key platform for IP owners, licensees and buyers seeking new partnerships and international market access.