BEA and ABA team up with Toy Industry Association

BEA and ABA team up with Toy Industry Association

BookExpo America (BEA) and the American Booksellers Association (ABA) 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 audiences.  

The aim is for both trade shows to add value for attendees by expanding market sectors, as the communities often buy and sell related products. The cross-promotional effort will include advertising and direct mail outreach encouraging participation at each show.

Steven Rosato, event director at BEA, described the new relationship as “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”.

TIA president Carter Keithley said the partnership would be useful for the “increasingly combined audiences” by “broadening the reach of exhibitors and further diversifying the product selections carried by retailers.” She added: “It’s really a win-win for the marketplace – and ultimately for consumers.”

The next Toy Fair will take place in New York City at the Jacob Javits Convention Center on 16-19 February 2014 and the next BookExpo America will take place at the Jacob Javits Center on 28-31 May 2014.