The Fair kicked off with Match of the Day host Gary Lineker appearing on the Halsall stand to promote a raft of product for hit pre-school show Underground Ernie.
Tom Baker helped Get Retro launch a new die-cast line of Doctor Who products, while WWE star Jeff Hardy was on hand on the Vivid booth to unveil a new line of action figures.
Jamie Redknapp drew a large crowd to the Re:creation stand for the launch of Matchmaster, while Mega Brands presented five year-old Iwan Lloyd Roberts - who wants to work for Mega when he grows up - with a special creativity award.
Other stars helping to promote new products included Christine and Neil Hamilton, who helped Tomy launch the Eternity II board game. There's a $2 million prize for the first person to solve the puzzle.
The Really Wild Show's Nick Baker, the actor who plays Star Wars Boba Fett, the presenters of GMTV's Toonattik and Suggs were also at the first day of the show.
Toy Fair continues until Saturday January 27th at ExCeL in London's Docklands.