Toy fair gets new show sponsor

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The Toy Fair has announced first-time exhibitor Innovation First as its major new sponsor for 2011. The Toy Fair takes place at Olympia from 25 to 27 January. The toy retailer will showcase its robotic Hexbug toy creatures through pedestal positioning in the Grand Hall entrance upper level, branded visuals around the foyer and branding across visitor lanyards. Innovation First is also part-sponsoring the Toy Industry Awards 2010 dinner on 25 January at the Banqueting House in Whitehall. The event will feature Hexbug Nano centrepieces and a Nano Habitat at each table, a Nano-themed dessert and branded menu, event ticket and screens.  “Hexbug is excited to be part of Toy Fair this January, at the start of an important year for the Hexbug brand in the UK,” said its UK marketing manager, Heather Rowson.“We wanted to invest considerably in the show for two reasons. Firstly, to showcase our wide range of micro-robotic creatures, and demonstrate how fun and interactive they are for all ages. And secondly, to drive home the message that Hexbug is a serious player in the toy world; 2011 is our year to ‘swarm’ the UK and we see Toy Fair as a great spring board to doing this,” she said. Events manager at Toy Fair Organiser British Toy and Hobby Association (BTHA) Simon Pilling added it was excited to welcome Innovation First’s creative sponsorship approach to this year’s show. As previously reported in EN, the 2011 Toy Fair will be 30 per cent bigger year-on-year this year.Got a news tip for EN? Send us an email: exhibitionnews@mashmedia.net
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