The annual Toy Retailers Association awards dinner will feature a full set of awards for the best toys from all categories, plus Retailer of the Year and Company of the Year.
A new venue has been chosen for the big night, which takes place in less than ten weeks and is just a short cab ride away from the Toy Fair at ExCeL in Docklands.
Drinks start from 7.15pm at the International Hotel, Marsh Wall, Canary Wharf, with food and entertainment - plus those all important awards - until 1am.
Sponsors already signed up include Flair, Mattel, Ravensburger, Tomy and Vivid. ToyNews, the toy industry's highest circulation trade title, has also been appointed exclusive media partner.
"Interest will be higher than ever in the battle to come out on top at the Toy of the Year Awards," said ToyNews editor Ronnie Dungan.
"We will be working with the TRA to raise the event's profile within the trade community and the wider media. It is a great night out and an important barometer for product innovation and popularity."
Tickets are on sale now at £110 each. For bookings or promotional opportunities call 08707 537437 or email Enquiries@toyretailersassociation.co.uk
At the 2006 Awards, Vtech won Toy Supplier of the Year and Bandai picked up Toy of the Year with Tamagotchi Connexion. Hasbro won three awards on the night too.
Competition will be more fierce than ever for the 2007 accolades after a hard-fought battle between all the major players at retail over the past 12 months.