The 58th annual Toy Fair conference in London has got off to a flying start with national coverage across numerous TV stations.
The buzzing event in Olympia's Grand Hall has this morning been covered on BBC Breakfast, ITV’s Daybreak programme and Sky TV.
Exhibitors - ranging from the large internationals to the new start up companies – are once again showcasing thousands of brand new toys, games and hobbies to the UK's largest gathering of toy industry professionals.
Intent Media is out in force at the event with editorial staff making their way around the conference and reporting on the biggest stories of the day.
Stay tuned for more, and follow 'toyfair2011' on Twitter for other news through the day.