Deal follows on from the one struck with International Home and Housewares Show for 2014.

Licensing Expo and US Toy Fair reveal cross promotion deal

Advanstar Licensing and TIA – the organisers of the American International Toy Fair – are teaming up to cross promote their respective trade shows in 2014.

Through the deal, Advanstar 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.

The agreement follows on from one struck between Licensing Expo and the International Home and Housewares Show, which takes place in March in Chicago.

"Considering that roughly 30 per cent of the three billion toys and games purchased in the US 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, VP of Licensing Expo. "This is going to bring many benefits to both sets of exhibitors."

Marian Bossard, VP, meetings and events, Toy Industry Association, added: "TIA is pleased to collaborate with Advanstar in support of our mutual stakeholders."

The American International Toy Fair will take place from February 16th to 19th, 2014 in New York, while Licensing Expo runs from June 17th to 19th in Las Vegas.

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