The new feature for Toy Fair 2011 will be situated on the ground floor of the Grand Hall amongst the Best New Toys display and in the Greenhouse Area.
Six children have been invited to run the lab throughout press day. The kids – wearing lab coats and equipped with clipboards and score cards – will test, demonstrate and review the Best New Toys in the morning, with an open house policy operating for the rest of the day to allow other exhibitors to get involved.
"The Toy Lab is a brand new feature for Toy Fair 2011," said Simon Pilling, BTHA fairs and events manager. "It’s a great opportunity for exhibitors to get their products in front of the media and for the media to hear toy reviews from the people who matter the most – the kids."
Toy Fair takes place 25th-27th January 2011 at Olympia Grand Hall, London.