Asia Partners IFBD Limited is a premier investment company specialising in intellectual property (IP) within the sports and football sector. We are showcasing the CR7 Life and Play Bonito IPs at the event, with hopes of going global and connecting with potential buyers and collaborators.
Several distributors have shown strong interest in our products in the fair’s first few hours, securing 6 promising contacts from Singapore, Indonesia, and Cambodia. We expect to get over 100 quality leads by the end of the event. The support of the Click2Match platform, especially its AI matching capabilities, would continue to be helpful for post-event follow-up and matching. Finding the right B2B IP partners and buyers is core to our business growth. Scan2Match is also particularly helpful for engaging passerby visitors who may not have time for in-depth discussions.
With the introduction of B2C at Pop & Play, it has been instrumental in providing brand advertisement. We have already been handing out coupons to interested visitors, and the event proved its usefulness in identifying our products as a prevailing market trend.
Overall, HKTDC fairs provide an excellent platform for both B2B networking and brand visibility, accelerating our international expansion and commercialisation efforts.
GUTS is our original IP created in Hong Kong, incorporating authentic local Hong Kong cultures and elements and launched in April 2025. We are attending Pop & Play (PnP) organised by the Hong Kong Trade Development Council (HKTDC) to gain greater brand exposure and to find suitable collaborators and partners.
Our initial connection with the HKTDC was during the Hong Kong International Licensing Show 2025, where the organisers played a key role in connecting us with an agent who purchased our IP rights. That deal alone led to a successful pop-up store in Sheung Shui, with the brand copyright transaction worth more than HK$100,000. We were genuinely surprised and impressed by the tangible success that HKTDC delivered for us from our first participation. We are committed to maximising our efforts in brand exposure, manufacturing, and sales to fully capitalise on opportunities from the fair.
The crowd and turnout at Pop & Play are also very encouraging. We received more than 10 potential leads from Hong Kong in the first hour of the event, and we expect to collect at least 50 quality contacts by the end. Our goal is to secure deals with a total value of around HK$500,000 through this participation. We have also observed that trendy collectable toys continue to be a major industry trend at the fair, reinforcing our input into the strong market potential for our IP.
Since 2005, our iconic IP character B.Duck has gained widespread popularity in the Hong Kong and Chinese Mainland markets. We have been participating in HKTDC events for more than a decade and we are honoured to be part of the inaugural Pop and Play section at the Hong Kong Toys & Games Fair with the merging of B2B and B2C customers.
The fair has solidified our understanding that trendy collectables remain the core industry trend for markets, local and worldwide. The fair has connected us with 30 leads across Indonesia, Thailand, the Philippines, Dubai, Russia, and North America On the B2C side, our blind boxes have performed quite well among visitors, with over a hundred sales made. The fair has proven highly effective for going global and reaching new markets, and we expect HKTDC platforms to be able to contribute around 10% annual growth to our company.
Threezero is a Hong Kong-based high-end collectible toys company based on popular characters from pop culture IPs around the world. While this is not our first time collaborating with HKTDC, the Pop and Play section is a brand-new initiative, with the merging of B2B and B2C elements particularly interesting. It offers a valuable opportunity to increase brand visibility among both sides.
Around 10 promising B2B leads were secured, mainly expanding our global reach into new markets. Our high-end figures are priced around HK$4,000 each, and we anticipate successful deals to generate more than US$100,000 in annual revenue per client. HKTDC events consistently bring us new prospects. The high number of visitors using Scan2Match, shows the usefulness of a convenient, modern way for buyers to save our contact details.
We look forward to the continued success of Pop and Play in future editions.
Toyeast Limited specialises in diecast model cars, figures, and other IP-based products such as blind boxes, figures, and merchandise. We are delighted to participate in the Pop and Play section. With nearly 20 years of participation in HKTDC events since 2007, the new combination of B2B and B2C activity is a unique opportunity to further strengthen brand visibility.
We have collected 10 B2B contacts, and we expect new contacts to contribute to approximately 2% to our annual revenue, at around HK$200,000. We have observed a clear industry trend toward more IP products at the event, which appears to be resonating strongly with buyers and public visitors. Our attendance at the fair reinforces its timeliness and the potential of our offerings in the current market.
Matrix Promotion Limited utilises an in-house team of designers who develop custom products. Pop and Play has been outstanding, with the overall flow and atmosphere comfortable and relaxed. The inclusion of B2C alongside B2B creates a noticeably less formal environment, much easier at initiating collaborations and building relationships with potential partners. The format gives visitors ample time to stop, browse, and network, in addition to sharing sessions and programmes with real value.
We have made around 50 local contacts, with many promising follow-up leads. These include potential collaborations with theme parks, loyalty programmes, digital commerce platforms, and insurance companies. During the campaign season, each project typically involves budgets of around HK$100,000. These are mainly on designing merchandise centred around the client’s own IP to deliver successful campaigns as a core market trend.
Pop and Play has proven to be an excellent platform for discovering reliable partners and fresh ideas to elevate promotional projects.
CM Concepts Limited mainly focuses on IP-based playing cards and puzzle games. The results from Pop and Play have been particularly impressive compared to past fairs. B2C elements incorporated in a traditionally B2B fair were elevated by the HKTDC’s promotional efforts on press releases, KOL advertisements. As a result, we attracted far more visitors than a typical buyer-focused fair, genuine trendy collectible toy fans and companies.
The atmosphere felt more centralised and engaging compared to conventional toy fairs. We welcomed over a thousand visitors, with around 300 fans and 100 B2B contacts per day from the US, UK, France, Vietnam, Indonesia, and Malaysia originating from diverse industries including board games, wholesale, retail, boutique stores, and distribution. 6 buyers scheduled meetings with us in advance through Click2Match, which proved very convenient as we were able to review their background and research accordingly for meaningful discussions. The seamless online-to-offline transition of the Exhibition+ model made the entire process smooth and efficient.
Overall, Pop and Play has been highly effective in helping us go global and connect with passionate and serious business partners.
Super Tough Friends is a Singapore-based IP brand. The goal at our first Hong Kong Toys & Games Fair attendance was to display our merchandise and explore opportunities in the Hong Kong market from a well-known event.
Pop and Play combined B2B and B2C, which delivered an excellent crowd flow far better than we anticipated. So far, we have already connected with professionals from Hong Kong and Thailand, including licensees and retail operators. These are strong starting leads for potential collaborations on top of the 50 contacts we expect to meet.
The fair proved to be an ideal platform for brand advertisement and promotion. We were pleasantly surprised and genuinely shocked by the number of local fans who came specifically to visit our IP. The fair solidified real market interest and demand for our brand in Hong Kong.
We will definitely return to Pop and Play next year, building both fan loyalty and business opportunities.
MULTI is a collectibles distributor in Indonesia, specialising in licensed figures and blind-box toys. We have participated in the HKTDC Hong Kong Toys & Games Fair for over 10 years, and I always manage to find something new in the fair. This 2026 edition has been especially exciting with the launch of the “Pop & Play” pavilion, which brings together many creative and international IPs and collectible toy brands, making it easier for me to meet emerging brands and explore original designs that fit our market’s interests. I discovered two to three promising new suppliers from Japan and Hong Kong this year, with potential orders for collectibles and minifigures totalling around US$10,000 to US$11,000 for blind-box mini figures and card collectibles.
HKTDC’s Exhibition+ model, along with tools like Click2Match and Scan2Match, continues to be very useful for communicating directly with exhibitors and tracking new connections efficiently. The fair remains an essential platform for me to source fresh ideas across the ever-changing collectibles sector. I can’t wait for the chance to return next year.
Hermeow’s Shop is a Japanese shop specialising in importing overseas designer toys, blind boxes, and figurines. This is my first time participating in the HKTDC Hong Kong Toys & Games Fair. Not only did I see new designer toy brands and collectible blind-box suppliers, but I also got in touch with the IPs that I never had the opportunities to talk to before. With the help of the “Pop & Play” pavilion, I was offered valuable opportunities to meet trend-driven toy creators. We met five to six exhibitors with two of them having high potential for future collaboration. While our potential purchase budget is around US$5,000, we expect to expand orders as new collections and IPs develop.
Across Asia, the market trend continues to evolve—from plush blind boxes and articulated figures to innovative AI-based designs—reflecting the sector’s fast-paced creativity. This fair plays an important role in connecting buyers face-to-face with manufacturers and exploring updates in collectible design, providing an efficient and inspiring environment to discover new ideas.
Pop and Play at the Hong Kong Toys & Games Fair provided an impressive variety on offer. There are so many brands, toys, and different types of products from local and overseas. I particularly noted the strong presence of anime products and IP-based items as the most recent market trend.
I have purchased a couple of IP T-shirts and key chains for around HK$700, and I plan to spend up to HK$2,000 in total for figures and Marvel toys. The diverse range of international and local exhibitors makes Pop and Play a fantastic one-stop destination for trendy collectibles and pop culture merchandise.