The 52nd HKTDC Hong Kong Toys & Games Fair, which took place this week, unveiled the inaugural “Pop & Play” pavilion, a major new showcase featuring roughly 150 local and international intellectual properties. The pavilion reflects the ways brands are increasingly leveraging IP through product development, licensing collaborations and global brand building in Asia’s toy and collectibles market.

Open to both industry buyers and the public, the pavilion headlined a slate of limited‑edition releases designed to amplify brand prestige and collector demand. Launches included Momoland’s debut dolls, TUTU MOKEY’s art sculptures, and CM Concepts’ Mazinger Z playing cards, each produced in tightly controlled quantities. Organizers say these exclusives help exhibitors cultivate emotional resonance with consumers and build premium positioning around their IP assets.

The fair gathered more than 2,600 exhibitors from 37 countries and regions, with the Hong Kong Trade Development Council (HKTDC) inviting representatives from sectors such as theme parks, hotels, museums, ecommerce platforms and major retailers to explore cross‑industry licensing deals. According to HKTDC Deputy Executive Director Jenny Koo, the event aims to create deeper commercial pathways for Asian and global IPs as demand for designer toys and “kidult” collectibles accelerates.

Organizers and exhibitors emphasized that licensing has become a cornerstone of growth for IP owners seeking to extend their brands into new territories and product categories. Hong Kong’s legal framework – anchored 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 pivot to licensing is also visible across China, where the collectibles market is expanding rapidly. New guidelines issued by China’s National Intellectual Property Administration aim to strengthen trademark licensing procedures, providing clearer requirements and reinforcing protections for rights holders. These updates support brand owners who increasingly rely on licensing to navigate China’s first‑to‑file trademark system and ensure enforceability of agreements across distributors and manufacturing partners.

Beyond business deals, the Pop & Play pavilion also highlighted the cultural influence of creators. Autograph sessions and interactive experiences with well‑known artists, including Kenny Wong, creator of the iconic Molly figure, and Steven Choi, founder of Zu and Pi, drew large crowds of collectors. Organizers say these engagements highlight how designers are evolving from niche artists into global brand influencers, enhancing the commercial and cultural value of their IP portfolios.

As demand rises for designer collectibles, eco‑friendly toys and pop‑culture‑driven merchandise, industry analysts say IP‑centred business models will continue to shape product development and brand strategy across Asia. With its expanded exhibitor base, limited edition showcases and licensing‑focused programming, the Hong Kong Toys & Games Fair is cementing its role as a key platform for IP owners, licensees and buyers seeking new partnerships and international market access.

The strong turnout and growing interest in licensing signal Hong Kong’s ambition to further establish itself as a global hub for IP commercialization, one where creativity, legal infrastructure and cross‑sector collaboration converge to fuel the next wave of growth in the toy and collectibles industry.

- Cathy Li