The Toy Industry Association have revealed a new addition to Toy Fair 2014 called ShopToyFair365.
The e-commerce platform is designed to provide a year-round shopping experience beyond Toy Fair show dates.
Accessible online and via a mobile app, ShopToyFair365 provides registered exibitors and buyers with both an online marketplace and virtual social network, offering a complement to the face to face interactions that take place at the show.
The platform - powered by Balluun - enables exhibitors to upload product images, descriptions, prices and availability, as well as company profiles and contact information. Buyers can search exhibiting companies by filter, browse product lines, directly message companies, create shareable 'lookbooks' of products they are considering and even place purchase orders.
"The toy market represents over $84bn in sales worldwide annually," said Peter Koch, CEO of Balluun. "Toy Fair is the largest toy trade show in the Western Hemisphere and serves a community from over 100 countries worldwide. Balluun's technology will make it possible for these participants to better automate, connect and enhance their business to drive more sales efficiency and business day to day, anywhere and any time.
"We believe that Balluun's technology combined with the TIA's best in class brands, inventors and buying community will thrive in the new digital frontier."
Marian Bossard, TIA VP of meetings and events, added: "It was time to expand the value and impact of participation in our American International Toy Fair beyond a week in February to every day of the year. ShopToyFair365 extends our event experience by providing year-round commerce, content and connections between brands and buyers."
US Toy Fair takes place from February 16th to 19th at New York's Jacob K Javits Convention Center.