BookExpo America and the American Booksellers Association have teamed up with the Toy Industry Association, producers of the American International Toy Fair, to cross-promote the two industry trade events.
“Toy Fair and BookExpo America are both proven marketplaces that have been extraordinarily effective in helping our respective attendees prosper,” says 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.”
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,” says Steven Rosato, Event Director, BookExpo America.
The agreement mirrors a similar cross-promotional partnership between TIA and Licensing Expo announced earlier this year.
The next Toy Fair will take place in New York City at the Jacob Javits Convention Center Feb. 16-19, and the next BookExpo America will take place at the Jacob Javits Center May 28–31.