The annual toy fair in New York is underway, giving buyers, manufacturers, distributors and journalists a first look at the toys set to hit the market this year. CCTV's reporter went to take a look with a toy reviewer, to find out about some of the most hotly anticipated toys for 2016.

New York's toy fair encompasses nearly 40 square meters of toys and games. Navigating through them all isn't easy but it's what toy reviewer Jim Silver does every year to find the most buzzworthy toys. On his hot list for 2016: Lego's Star Wars related items.

"We saw last holiday season especially once the movie released, it just blew out off shelves and Star Wars Force Awakens merchandise is still tough to find," said Jim Siler, editor in Chief, TTPM.

Star Wars merchandise has been a cash cow for many retailers. According to market research firm NPD Group, it generated 700 million dollars in consumer spending last year in the United States alone.

Silver also has his eye on Fisher-Price's new 'Think and Learn' line that includes this toy.

His name is Code-a-pillar and he's all about teaching problem solving and critical thinking and sequencing. The toy lets toddlers build and program the caterpillar's movements - introducing them to the concept of coding.

"There's a much greater demand for smart toys. If you think about today's kids, they get their parents' phones and tablets at one and a half, two years old. So they're so much more technologically advanced that you often have to do more in the toy," said Jim Siler.

In the tech category there are robots galore and several drones set to hit the market. Silver likes the new Sky Viper collection.

"They do drones that are easier to use than ever before because they have an auto launch technology. You just press a button and it will launch and kids often struggle to get them up. That problem is now gone plus they have a racing set that is absolutely unbelievable. It's gonna be one of the hits of the year," said Jim Siler.

One of the most hotly anticipated toys for 2016 are these hatchimals by Spin Master. They're the first interactive egg that you have to nurture to bring to life. There's so much hype around this toy that the company will not reveal exactly how it works until closer to when it hits stores in August.

While the big toy companies tend to grab the headlines, the toy fair also offers startups like this one a chance to market themselves.

"The product is the bunny with the basket and it's very similar in concept to the Elf on the Shelf. We have in just two days since we've been here learned so much about the business so it's absolutely worth it," said Shauna Murray, co-founder, Just Three Chicks.

And it's a business that's growing. Last year was one of the best in recent years for the industry - sales in the U.S. grew by nearly 7 percent to over $19 billion.