Visitor registrations for the event are also 35 per cent ahead of this time last year.
Simon Pilling, BTHA fairs and events manager commented: “Toy Fair 2010 is on a par with Toy Fair 2009 in terms of exhibitor numbers and exhibition space: a fantastic position for us to be in considering the impact the current economical turmoil has had on many trade shows this year.”
Following the move back to Olympia this year, Toy Fair has welcomed 65 new and returning exhibitors, including Bladez Toys, Cheeky Rascals, Crafty Kids, Dice Maestro, Gosh International, Hobbygames, Little Star Creations, On Tracks, Papo, Tomy and Wild and Wolf.
39 companies will exhibit in the Greenhouse Area, occupying a prime location at the front of the hall.
Retailers are also flocking to register for the fair, from major multiples such as Amazon, Argos, Asda, Early Learning Centre, John Lewis, Play.com, Smyths Toys and many more. Visitors are also signing up from a range of independent retailers.
The organiser, BTHA, has opened a waiting list for potential exhibitors. Pilling explained: “Our plan for 2010 was always to fill the Grand and West Halls and then open a waiting list in case of last minute changes to the floor plan.
"There are already a handful of companies on this list and should it grow to the point where creating a new area is feasible, then the BTHA will look into the option of extending into the hall’s ante rooms or upstairs on the gallery.
"However, we would only create this additional exhibition space if we felt that the exhibitors within it will have a great Toy Fair experience.”
Additional exhibition space will be allocated on a first come first served basis. Companies interested in exhibiting should contact Simon Pilling at the BTHA on 020 7701 7127.