BookExpo America and the American Booksellers Association have teamed up with the Toy Industry Association to cross promote its event with the US Toy Fair to their respective attendee bases.
Both trade show organisers believe they can add value for all attendees by expanding market sectors - as toy stores frequently carry a selection of children's books, and book stores carry sidelines that may include toys and games.
The cross promotional activity will include advertising and direct mail outreach encouraging participation at each show, as well as admission privileges to each marketplace.
"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 out 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."