Gaming greats head to Toy Fair

The biggest brands in gaming will battle for the limelight at this month’s toy industry trade show.

Toy Fair 2012 will take place at Olympia, London from January 24th to January 26th, and exhibitors are using game-based products to draw in the crowds.

GB Eye will show off their latest range of posters and stickers, featuring artwork from upcoming blockbusters Ghost Recon, Mass Effect 3 and Dragon Age 3 – as well as established hits such as Mario, Sonic, Call of Duty, Assassin’s Creed, Battlefield, Moshi Monsters, and Halo.

Halo will also take centre stage at Re:creation’s booth thanks to the firm’s die cast vehicles and characters, including a collectible Warthog model from the hotly anticipated Halo 4.

Star Images will be pushing its own series of action figures and plush toys, with products based on Mass Effect 3, Street Fighter, Tekken – and even classic IPs like Earthworm Jim. Star will use Toy Fair to announce new items based on EA and BioWare brands.

Finally, Leapfrog will launch new software for its Explorer range, including games based on Disney Princess, Cars 2 and Phineas and Ferb. These will also work with the company’s LeapPad children’s tablet.

The convergence between the interactive entertainment and toy markets continues to grow stronger, with many manufacturers launching products based on well-known game IPs,” said Toy Fair communications manager Majen Immink.

Toy manufacturers are also increasingly appreciativeof the role technology plays in children’s lives, and more and more are embracing technology to both enhance traditional toys and play values, as well as create cutting edge products.”