'Best new toys' for 2011 unveiled in London - Sylvanian Families, Lego, Playmobil popular

Thirty-four toys have been voted as Toy Fair Best New Toys of 2011 by an independent group of toy retailers. The winners were announced on January 25 at the opening day of the Toy Fair in London, UK.

The 34 toys are considered to have the most potential to be included on children's wish lists in 2011.

This year, licensed toys from brands such as Harry Potter, Star Wars and Hello Kitty performed strongly across all categories, reflecting the popularity of branded franchises and their relationship spanning the entertainment and toy industries.

The 34 toys were split into 11 categories - boys' toys, construction, creative, games /puzzles, girls' toys /girls collectables, hobby toys, infant and pre-school, pocket money, feature plush, role-play and vehicles.

The most expensive toys on the winners' podium were the Agent Headquarters from Playmobil in the category "boys' toys" and Benji My Best Friend (a toy pet dog) by Vivid Toy Group in the category "feature plush;" the recommended retail price for both these toys in the UK is £69.99 (€81.14).

Playmobil, which manufactures small figures, pre-made buildings and vehicles, also fared well in the "infant and pre-school" category, where the Playmobil Noah's Ark (£19.99 /€23.19) was included among the winning toys.

In the "boys' toys" category, adventurous stereotypes were upheld, with Lego's Space Station ( price TBC) and Meccano's Space Chaos Silver Force Fighters (£19.99/€23.19) among the winners.

In the category "girls' toys/girls' collectables" winners include Sylvanian Families Ambulance (£44.99  /€52.18), part of the miniature humanized rabbit Sylvanian Family series , and talking wide-eyed stuffed toys Mooshi Monsters (£24.99 /€28.99) from Vivid Toy Group.
 
The Toy Fair ( http://www.btha.co.uk/toyfair/)  in London, UK runs January 25-27 and is open to trade professionals only. The event will be followed by the 62nd Nuremberg Toy Fair February 3-8. The Nuremberg Toy Fair ( http://www.toyfair.de) is generally acknowledged as one of the industry's leading trade shows and attracts around 76,000 visitors from the toy industry per year.

(All prices shown in euros are the currency equivalent and not the recommended retail price in the euro zone).

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