Holding a Bluetooth-enabled plastic toy gun with a smartphone attached, players fight virtual enemies appearing on the phone’s screen as it displays real surroundings.

The augmented reality gun battle was on display at the annual International Tokyo Toy Show, which kicked off Thursday as makers try to capture the attention of children and parents by blending new technology and ideas with classic toys and characters.

This is the clear trend at this year's gadget fair, which brings 153 firms to Tokyo Big Sight in Koto Ward through Sunday.