The company is planning a takeover of the trade event to showcase its robotic toy range Hexbug.
The sponsorship will take on a number of guises including the upper level in the Grand Hall entrance, including a pedestal in the main area where visitors can see the bugs take on a series of different mazes. A trap door in the pedestal will release free Nanos to visitors.
Branded visuals will line the walls of the foyer area showcasing the Hexbug range. Visitor lanyards will also be orange to match the Hexbug branding.
Innovation First is also part-sponsoring the dinner at the Toy Industry Awards 2010, which takes place on January 25th at Banqueting House in Whitehall.
The sponsorship at the awards includes Nano centerpieces featuring a Nano Habitat for every table and a Nano at each place setting; a Nano-themed dessert and a branded menu, event ticket and screens throughout the event including the awards ceremony.
UK marketing manager, Heather Rowson, said: “Hexbug is excited to be part of Toy Fair this January, at the start of an important year for the Hexbug brand here in the UK.
“We wanted to invest considerably in the show for two reasons. Firstly, to showcase our wide range of micro-robotic creatures, and demonstrate how fun and interactive they are for all ages. And secondly, to drive home the message that Hexbug is a serious player in the toy world.
"2011 is our year to ‘swarm’ the UK and we see Toy Fair as a great spring board to doing this - both the owner of Innovation First and the president of Innovation First Labs (our US toy specialist) will be present at the show – that is how seriously we are taking this event."
Simon Pilling, BTHA fairs and events manager, commented: “We are thrilled that Innovation First has chosen Toy Fair to showcase the Hexbug in the UK and are very excited about its creative approach to sponsorship at the show – we’re particularly looking forward to the Nano puddings at the awards dinner.”