The six day fair opens to trade visitors today with 2,625 exhibitors from 64 countries.

The Toy Innovation awards saw eight products chosen from entries from 189 companies, which had entered a total of 317 new products.

The winners were as follows:

Emotion and Experience - Paper Jamz, Sablon Germany

Creativity and Design - Organeco Blocks, HaPe International

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Electronics and Technical - Carrera RC Racing Machine, Stadlbauer Markting and Vertrieb

Knowledge and Learning - Tiptoi, Ravensburger

Fun and Sport - Yo-Be - Sling Disc, Manley Toy Quest

Games and Action - Playmobil Play World Top Agents – Playmobil

Ecology and Environmental Awareness - GEOlino Power-House, Franckh-Kosmos Verlag

Trend and Lifestyle - Barbie Video Girl, Mattel

Highlights of the 2010 fair include The InnovationCenter, which directs visitors to new products and displays winners of the ToyAward 2010.

Up and coming licensed toys can be found in the LicenseCenter on the floor of the InnovationCenter in Hall 4. This area includes the International Trend Selection, showing the most promising toy licences for the coming year.

The Toy Business Forum will see top speakers give practical tips for the trade in the InnovationCenter in hall 4. All presentations are free and registration is not necessary.

The First Global Toy Summit will take place on February 8th and 9th during the fair. A varied programme of presentations on current topics and trends will be on offer.

The 2010 special area is Baby´sWorld, which will present a range of toys for babies and infants together in Hall 2 and provides a meeting point for purchasers and specialist dealers in this branch.

The 2010 fair will also see a new product area for School Articles, Stationery and Way to School, with exhibitors from a range of countries in Hall 9.