For the first time ever The Gadget Show Live will present a new Toy Arena this week.
The new arena will display the latest hi-tech toys across 150 square metres of dedicated space, and will be hosted by Toyology.
The new addition follows the huge impact toy exhibitors have made upon the success of the live consumer show in previous years, with a surge of toy developers attending the 2013 show.
Katie Tozer, spokesperson for the Gadget Show Live, told ToyNews: "Due to the growth in techy toys and the interest these companies are showing in us and our audiences, we will be offering visitors the Toy Arena, giving kids a chance to play, trial, race and get hands on with some of the best toys out there."
"We are also bringing back our popular Toy Session in the Hub Theatre which will run on every open day, but also on our Trade and Press Preview, so it's a great chance for manufacturers to show off what they've got coming out this year."
