2025 Developments
Toys and games in Hong Kong, China achieved value growth of 3% in 2025, outpacing both regional and global benchmarks. The attractiveness of this landscape lies in the leadership of digital ecosystems, where video games account for a large majority of total value, driven by subscriptions, recurring spending models, and high engagement around new hardware and platform launches. Traditional toys and games rely on premium collectibles, adult collectors, and educational play rather than volume sales to children. Companies seeking success in this environment must prioritise investment in digital platform depth, regionally relevant intellectual property, and direct digital distribution. In traditional toys and games, value is increasingly tied to experiential retail, event-driven engagement, and innovative product development targeted at adults and families who are willing to spend more per child. The expansion of retail e-commerce alongside the rise of experiential store concepts, signals that channel strategy and consumer experience are central to capturing growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Hong Kong, China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Hong Kong, China?
- Which are the leading brands in Toys and Games in Hong Kong, China?
- How are products distributed in Toys and Games in Hong Kong, China?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Hong Kong, China?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Hong Kong, China
2025 Developments
Key Data Insights
Digital Ecosystems and Subscriptions Ensure Recurring Spending
Adult Collectors Transform Display-Led Retail and Brand Engagement
Edutainment and Stem Play Surge as Parents Prioritise Quality Learning
Tencent and Netease Grow Digital Ecosystems as Recurring Spend Overtakes One-Off Sales
Premium Collectibles and Educational Toys Bring Value Growth
Nintendo and Sony Reinforce Leadership as Digital Ecosystems Shape Value
Designer-Toy Innovators and Major Deals Accelerate Creative Growth
E-Commerce Strengthens Its Lead across Toys and Games
Experiential Retail and Digital Platforms Redefine Channel Innovation
Traditional Toys and Games in Hong Kong, China
Key Data Insights
Traditional Toys and Games Summary
Collectibles and Premium Products Bring Value Growth
Lego and Gundam Anchor Construction as Top Value Driver
Adult Collectors and Parents Sustain Growth in Traditional Toys and Games
Events and Communities Reshape Toy Purchasing
Lego Extends Its Lead in a Concentrated Market
New Products and Events Boost Engagement
Specialist Stores Remain the Core Channel for Toys and Collectibles
Experiential Concepts and E-Commerce Expand Consumer Reach
Kidult Demand and Cultural Identity Drive Product Innovation
Connected Learning and Event-Led Launches Extend the Product Frontier
Local Ecosystems and Experiential Retail Create New Competitive Frontiers
Video Games in Hong Kong, China
Key Data Insights
Video Games Summary
Microsoft’S Subscription Overhaul Shifts Spending to Bundled Libraries
Nintendo’S Hybrid Launch Outpaces Handhelds as Space Drives Demand
Tencent and Netease Capture Growth as Software Outpaces Hardware
Rising Consumer Spending Broadens the Market for Premium Gaming Experiences
Nintendo and Sony Lead as Tencent Gains Ground
Electronic Arts and Ubisoft Deals Strengthen Franchise Power
Digital Platforms Lead Software Sales
Physical Retail Shifts to Hardware and Experience
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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