Toy Fair is a convention much like E3, TGS, GDC, PAX or Comicon except that it’s mainly about toys (shocker). If you happen to live in the UK, Toy Fair 2011 is kicking off January 25th-27th. Part of the reason why I’m posting this here is because gaming giant Activision is making it’s first appearance at the event complete with Sonic the Hedgehog and Super Mario appearances which is sure to liven things up. Activisions main reason for attending is to show off 5 toy related titles, LEGO Star Wars III: The Clone Wars, Bakugan™: Defenders of the Core, Zhu Zhu Pets: Wild Bunch, Zhu Zhu Pets: Kung Zhu and iCarly: iJoin the Click!
“We’re delighted that Activision has chosen to exhibit at Toy Fair 2011,” said Simon Pilling, BTHA Fairs & Events Manager. “An increasing number of toys aimed above pre-school age are now one element of a 360 degree entertainment experience (often with a licensing programme at the hub), including the toy, online, TV programme and video games. So the relevance of Toy Fair to the interactive entertainment industry has never been stronger and we look forward to welcoming more publishers to the event in coming years.”
It’s no surprise to see games, movies and TV at the various conventions. After all, games are simply a form of entertainment and interpretation which pulls inspiration from many places such as movies, books or television (and vice versa). It’s no surprise that we are starting to see toys getting into the mix now.