Value sales of traditional toys and games are expected to record further growth over the forecast period, especially as the border between Hong Kong and mainland China has reopened. With the border closed for an extended period during the pandemic, the Hong Kong market was impacted by a decrease in tourism and a reduction in cross-border trade.
In recent years, traditional toy brands have become the focus of collaborations with mainstream retail categories such as beauty and fashion. This is due to the “kidult” demographic (mainly comprising generations Y and Z) entering the workforce, and thus having higher disposable incomes to purchase these products and a greater willingness to buy them.
Despite e-commerce retaining considerable share within the category, there has been a shift back to traditional toys and games stores in Hong Kong. Many local toy consumers have gravitated back towards physical stores due to a combination of the relaxation of mask restrictions and the gradual attitude of “living with the virus” in the city.
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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.
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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 DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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