Further investment is being ploughed into Spring Fair 2013 by organiser i2i Events Group.
The firm is putting an additional £600,000 into the show for next year, being the total investment to £2.3 million in three years.
The investments will allow Spring Fair International to boost its position as the largest and most significant hub for giftware in Europe.
The show will introduce a new hosted buyer programme to attract more key overseas retailers to the NEC.
In addition, at the heart of the programme will be the inaugural World Congress for Department Store Buyers, which will involve retail tours, gala dinners and trend seminars to guide high level buying. The programme will be run by Csilla Gemeskuti, an experienced hosted buyer manager.
A newly appointed international marketing manager will work with the sales network across Europe, focusing on building relationships with international press and trade associations.
Spring Fair 2013 will also welcome the introduction of a new merchandising feature in Christmas Gifts; a new ecommerce theatre in Volume Gifts; a buyer lounge in the Greetings hall; and a Home Fragrance Emporium in Hall 7, along with new entrance points in the atrium and Hall 12 to improve the spread of footfall.
New features will also join the likes of the Toy Demo Area and The Licensing Lounge.
"Spring Fair is the hub of the industry and is dedicated to providing the most comprehensive range of products available," said Louise Young, i2i Events Group divisional director. "We are investing to be the best. Our priority is continual development. We are, of course, aware that we must always be looking to improve, which is why we are not resting on our laurels and have implemented changes recommended by our customers as we plan for next February."
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.