AFTER more than half a century the region's premier toy fair is trading under a new name following a revamp.

With a successful relaunch on Saturday, 1st! Fair Harrogate - formerly the Harrogate Toy Fair - has seen hundreds of people pass through its doors already.

Running at the town's exhibition centre until Wednesday, 250 exhibitors are offering gifts, toys, decorations and party products.

Almost 6,000 visitors have been to the exhibition in the past years and have purchased some of the newest products on the market.

Now in its 54th season, this year's fair looks likely to buck national retailing trends.

"The last two days have been very successful and numbers look to be very similar to last year. I have had some good reports back from a number of the stalls," said an event spokesman.

The show allows companies to launch their new models on the market as well as housing old favourites such as the cuddly toy stall.

The name change to 1st! Fair Harrogate reflects the gradual incorporation of Christmas products on the market, straight after the party season.

Managing director of Premier Decorations John Athwal said: "We get a huge number of buyers looking for Christmas decorations, lights and trees. With the show being so close to the beginning of the year it allows them to see our new range.