The organisers are inviting licensors interested in promoting their brands to sponsor an entrance at this year’s exhibition.
Richard Hollis, head of licensing, BBC Worldwide said: “As a highlight in the toy buying calendar, Toy Fair is the ideal place for us to remind retailers how strong our pre-school show In the Night Garden is. The entrance branding helps highlight how innovative products and strategic marketing will keep the show at the top of the toy sales charts throughout 2009.”
Simon Pilling, Toy Fair event manager, said: “Each year, Toy Fair is the launch-pad for thousands of innovative new toys and is an exciting event for retailers to attend.
"This year, we want the entrances to add to the theatre inside the hall by helping to create a buzz even before visitors enter and we’re delighted the BBC Worldwide has sponsored the first entrance with In The Night Garden.
“This sponsorship opportunity is open exclusively to licensors simply because of the synergy between the two industries: around ten per cent of Toy Fair visitors are licensors and more than 25 per cent of toys sold in the UK are character licences. (Source: NPD)”