This year's UK Toy Fair is introducing themed entrances, with BBC Worldwide looking to brand one with pre-school smash In The Night Garden.
The sponsorship opportunity is open exclusively to licensors "because of the synergy between the two industries" said Toy Fair event manager Simon Pilling.
"Each year, Toy Fair is the launchpad for thousands of innovative new toys and is an exciting event for retailers to attend," he explained. "This year, we want the entrances to add to the theatre inside the hall by helping to create a buzz even before visitors enter and we're delighted that BBC Worldwide has sponsored the first entrance with In The Night Garden.
"Around ten per cent of Toy Fair visitors are licensors and more than 25 per cent of toys sold in the UK are character licences (Source: NPD)."
Richard Hollis, head of licensing for BBC Worldwide, added: "As a highlight in the toy buying calendar, Toy Fair is the ideal place for us to remind retailers how strong our pre-school show In The Night Garden is.
"The entrance branding helps highlight how innovative products and strategic marketing will keep the show at the top of the toy sales charts throughout 2009."
UK Toy Fair runs from January 28th to 31st at London's ExCeL.