Licensing Expo 2014, International Home + Housewares Show Collaborate to Cross-promote Events
Exhibitors who typically take part in Advanstar Communications’ Licensing Expo now will have the opportunity to also to be in the International Housewares Association’s International Home + Housewares Show, and vice versa.
The two entities recently signed a collaborative agreement to cross-promote their shows in 2014.
“Advanstar Licensing is thrilled to be collaborating with the leading event for the housewares market,” said Jessica Blue, vice president of Licensing Expo.
She added, “When we realized that all of our exhibitors would benefit from attending their show and vice versa, we decided to build this collaboration.”
The International Home + Housewares Show, next up March 15-18 at Chicago’s McCormick Place, represents the $305 billion housewares market and features 2,143 exhibitors and 60,000 attendees.
Licensing Expo, scheduled June 17-19 at the Mandalay Bay Convention Center in Las Vegas, represents the $230 billion licensing and brand extension market and features more than 5,000 character, entertainment, art and consumer brands and attracts 15,000-plus attendees.
The new collaboration will include efforts by the show organizers to cross-promote their respective events via direct marketing, editorial and co-hosted seminars, according to show organizers.
Mia Rampersad, vice president of the International Housewares Association, added, “For housewares and home goods suppliers, licensing has become a significant part of many companies’ growth strategy. We look forward to opening up this opportunity to more companies in our industry.”
When brand owners who exhibit at Licensing Expo attend the International Home + Housewares Show, they will see the latest consumer trends and product development in dining, design, décor and kitchenware.
For brands looking to extend their presence in the home, they can then attend Licensing Expo and meet the manufacturers and retailers who are able to work with them.