BEA Partners with Toy Fair

Shelf Awareness

BookExpo America and the American Booksellers Association have begun a partnership with the Toy Industry Association, producers of the American International Toy Fair, to cross-promote their events to their attendees. Both events will take place at the Javits Convention Center in New York City; the Toy Fair is February 16-19, 2014, and BEA is May 28-31, 2014. (Registration for BEA begins today!)

The cross-promotional effort will include advertising and direct-mail outreach encouraging participation at each show, as well as admission privileges to each marketplace.
Officials at Toy Fair and BEA noted that toy stores frequently carry a selection of children's books, and bookstore sidelines often include toys and games.
  
"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, BEA event director.