The Winners And Losers At This Years London Toy Fair
The London Toy Fair is the only UK based dedicated games and toys exhibition and is held once a year in the nation's capital London
. This year the show, which is only open to toy industry professionals, celebrated its Fifty Seventh anniversary and was held at the in Olympia's Grand Hall in Kensington. This year's event featured over 250 exhibitors with stands and stalls that ranged from the large international toy giants all the way down to brand new start-up companies who were all competing to showcase their brand new toys and games to the largest gathering of professionals from the toy industry.The Toy Fair is known for providing visitors with a real insight and view into an ever developing, fun and innovative industry, as well as providing everyone the chance to touch and play with the toys and technology of the future it is a great opportunity for the industry to communicate and network. One of the main reasons that exhibitors attend is to showcase their toys and ideas and secure investment from some of the world's biggest brands and distributers in the toy trade, but on top of that it's a great place to have fun and compete for one of the prestigious toy awards up for grabs.
Amongst the toy award winners were United Kingdom based design company Cod Steaks, after their self created toy line Armouron won the award for best new toy of the year in the Role Playing category. Armouron is a range of customisable armour-style action sets designed to encourage kids to take part in more active outdoor role playing adventures. The Armouron action sets fought off fierce competition from established brands including the newest range of Harry Potter toys and the popular Star Wars clone wars merchandise to win the award that was judged by a panel of expert toy retailers. Japanese toymaker and distributer Bandai, who have seen huge success in the toy industry with hits such as Ben 10 and Power Rangers, signed a deal with Cod Steaks to take up their Armouron license and expand the toy range which is hitting the shops now in time for Christmas 2010.
Other winners on the night included Bandai's very own new line of Ben 10 toys that accompanies the brand new television series Ben 10 Ultimate Alien. The new range's leading toy is a wrist worn electronic toy called the Ben 10 alien disc Ultimatrix. The Ultimatrix is the main focus point of the cartoon series and the toy produces both light and sounds from the show allowing children to play out their favourite episodes. Movie related toys also proved very popular through the show this year, including the range of A-team toys accompanying this year's new live action A-team film, Iron Man toys based on the recently released Iron Man 2 film and most popular of all Buzz Lightyear, who has piggybacked off of the summer blockbuster Toy Story 3 and proved to be a huge hit in many toy forms including the latest release Toy Story Lego.
2010's London Tor fair was an insightful and exciting exhibition that proved fruitful for a number of lesser known toy and design companies, showing that it's not just the large international brands and manufacturers that rule such a developing and fun industry. Judging by this year's results 2011 should see even more entries from smaller start-ups with great ideas.
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