Visitors to Toy Fair are seeing new products on offer from some 230 firms exhibiting across a floor space of more than 22,000 square metres.
The Green House Area is celebrating its fifth anniversary and is playing host to almost 70 smaller firms, some which are exhibiting for the first time.
There is a new Toy Safety area as well, where visitors can experience the stringent test toys undergo, as well as watch a new safety film put together by the BTHA.
Toy Fair will continue over the next three days until Saturday, February 2nd. It opens at 9am each day and closes at 6pm today, Thursday and Friday and 4pm on Saturday.
ToyNews is on location and will keep you up-to-date with all the latest news at the fai