Advanstar Licensing, organizers of Licensing Expo, and the Toy Industry Association, organizers of the American International Toy Fair, have announced a new collaboration to cross-promote attendance at their two complementary trade events in 2014.

The American International Toy Fair represents the $22 billion U.S. toy market and features more than 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 more than 15,000 attendees.

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,” says Jessica Blue, vice president, Licensing Expo. “This is going to bring many benefits to both sets of exhibitors. Licensing Expo’s 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 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,” says Marian Bossard, vice president, meetings and events, Toy Industry Association, owners and products of the American International Toy Fair. “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.”  

The American International Toy Fair will take place Feb.16-19, 2014, at New York City’s Jacob K. Javits Convention Center. Licensing Expo, which is sponsored by the International Licensing Industry Merchandisers’ Association, will take place June 17-19, 2014, at the Mandalay Bay Convention Center in Las Vegas, Nev.

For more information visit www.licensingexpo.com or www.toyassociation.org.