American Toy Fair and BookExpo America to collaborate | Key4Communications | News

BookExpo America (BEA) and the American Booksellers Association have teamed up with the Toy Industry Association (TIA), producers of the American International Toy Fair, to cross promote the two industry leading events to their respective attendee bases. The next Toy Fair will take place in New York City at the Jacob Javits Convention Center February 16 – 19, 2014 and the next BookExpo America will take place at the Jacob Javits Center May 28 – 31, 2014.   
 
Both trade shows organizers believe they can add value for all attendees by expanding market sectors. Officials at Toy Fair and BEA agree that each of these communities purchase and offer retail products other than their core focus: toy stores frequently carry a selection of children’s books, and bookstores often carry a line of sidelines that may include toys and games.   

The cross-promotional effort will include advertising and direct mail outreach encouraging participation at each show, as well as admission privileges to each marketplace.

“The new relationship between BookExpo and Toy Fair is mutually beneficial for audiences at both shows, offering booksellers access to unique items they will only find at Toy Fair and the same for toy retailers who will have access to the latest titles and unique publishers that are only at BEA,” said Steven Rosato, Event Director at BookExpo America.

“Toy Fair and BookExpo America are both proven marketplaces that have been extraordinarily effective in helping our respective attendees prosper,” said Carter Keithley, TIA president.  “This new cross-promotional relationship will benefit our increasingly combined audiences by broadening the reach of exhibitors and further diversifying the product selections carried by retailers.  It’s really a win-win for the marketplace – and ultimately for consumers.”