Licensing Expo Signs Cross-promotion Agreement with International Toy Fair
For the second time recently, Advanstar Communications’ Licensing Expo has signed on with another trade show to help out each other’s events.
This time, Licensing Expo and the Toy Industry Association’s International Toy Fair have a new collaboration to cross-promote attendance at their two complementary trade events in 2014.
Just two weeks ago, Licensing Expo also announced a similar agreement with the International Housewares Association’s International Home + Housewares Show.
Through the newly established alliance, Advanstar Licensing and TIA will introduce Licensing Expo exhibitors to current and emerging toy trends, and inform Toy Fair exhibitors of licensing issues and opportunities in domestic, international and emerging markets.
“Considering that roughly 30 percent of the 3 billion toys and games purchased in the U.S. each year are the result of licensed partnerships, a collaboration with the largest toy trade show in the western hemisphere made perfect sense for Licensing Expo,” said Jessica Blue, vice president of Licensing Expo.
She added, “This is going to bring many benefits to both sets of exhibitors. Our exhibitors can attend Toy Fair to seek out the latest trends in the market and every Toy Fair exhibitor could find a potential licensing partner by attending Licensing Expo.”
The new collaboration also will provide cross-promotional opportunities via direct mail and electronic marketing, editorial content and co-hosted seminars.
“TIA is pleased to collaborate with Advanstar in support of our mutual stakeholders. This allows both groups to elevate awareness of the inextricable link between toys, youth product and playthings for all ages, and brand and entertainment properties,” said Marian Bossard, vice president, Meetings and Events, Toy industry Association.
The International Toy Fair represents the $22 billion toy industry and draws 1,100 exhibiting companies and nearly 25,000 attendees.
Licensing Expo, which represents the $230 billion licensing and brand extension market, draws more than 5,000 character, entertainment, art and consumer brands from 420 exhibitors and 15,000-plus attendees.
The next toy fair will take place in February at New York City’s Jacob K. Javits Convention Center, and the next licensing show will take place in June at the Mandalay Bay Convention Center in Las Vegas.