Licensing Expo Expands Cross-promotion Partnerships with MAGIC Market Week

February 2, 2014

Already partnered with a few other shows to cross-promote attendance and other marketing, Advanstar Communications’ Licensing Expo partnered with one of the company’s other shows, MAGIC Market Week, on a similar initiative.

MAGIC Market Week biannually connects more than 5,000 fashion brands with more than 65,000 visitors, across 1 million square feet of exhibit space.

Licensing Expo, which represents the $230 billion licensing and brand extension market, draws more than 5,000 fashion, character, entertainment, art and consumer brands from 420 exhibitors and more than 15,000 attendees.

Through the newly established alliance, MAGIC Market Week will introduce Licensing Expo exhibitors to current and emerging fashion trends, while Licensing Expo will promote and inform MAGIC Market Week exhibitors and attendees of licensing and brand extension opportunities.  

“Considering that licensed fashion brands generate an estimated $40 billion in retail, a collaboration with the largest fashion trade show in the world makes perfect sense for Licensing Expo,” said Chris DeMoulin, president of Licensing and executive vice president of Customer Development.  

He added, “This is going to bring many benefits to both sets of exhibitors. Our exhibitors can attend MAGIC Market Week to seek out the latest trends in the market, and every MAGIC Market Week exhibitor and attendee could find a potential licensing partner by attending Licensing Expo.”

The new also will provide cross-promotional opportunities via direct mail and electronic marketing, editorial content and co-hosted seminars.

Tommy Fazio, president of Project and MAGIC, added, “As more and more fashion brands look to licensing and collaborations to expand their business, we see this partnership with Licensing Expo as a great opportunity for all of us to facilitate our customers being inspired, making those connections and sparking ideas which lead to growth.”

MAGIC Market Week will take place Feb. 18-20 at the Las Vegas Convention Center and the Mandalay Bay Convention Center in Las Vegas.

Licensing Expo, which is sponsored by the International Licensing Industry Merchandisers’ Association, also will be held at the Mandalay Bay June 17-19.

Licensing Expo made similar cross-promotion deals with the International Home + Housewares Show and the International Toy Fair.

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