Competitive Landscape
Lego Extends Its Lead in a Concentrated Market
Traditional toys and games in Hong Kong, China in 2025 were increasingly concentrated, with value clustering around a small number of global majors and specialist brands. LEGO Co Ltd held a 19% share, followed by Hasbro Hong Kong Ltd with a 14% share and Mattel East Asia Ltd with an 12% share.
New Products and Events Boost Engagement
Several high-profile launches and events boosted consumer interest in traditional toys and games during 2025. In trading cards, Pokémon's Prismatic Evolutions set generated rapid sell-outs and helped fuel broader enthusiasm for collectibles in Hong Kong.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Hong Kong, China?
- Which are the leading brands in Traditional Toys and Games in Hong Kong, China?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Hong Kong, China - Category analysis
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
Toys and Games in Hong Kong, China - Industry Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional Toys and Games
- 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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