US: Toy Fair teams up with Engage Expo

The TIA and Show Initiative announce that Engage Expo will co-locate with American International Toy Fair in February 2010.
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Engage offers a full conference programme and a tradeshow floor to help major entertainment companies, youth brands and advertising agencies learn how to combine existing products with online media.

Marian Bossard, TIA vice-president of meetings and events said: “Toy Fair exhibitors are constantly introducing new ways to engage children.

"The Engage Expo conference will expose Toy Fair exhibitors and attendees to best practices, current trends, and effective strategies behind the most successful online brand extensions. These conversations will be of tremendous interest and value to our audience.”

Christopher Sherman, Show Initiative executive director added: “Every toy company should be considering an online component of their brand to engage audiences. Combining toys with new technology solutions creates a powerful range of opportunities.

“Engage Expo 2010 will combine demonstrations of the latest tools, technologies, products, and services being used in virtual worlds, the immersive web and interactive entertainment with conference programs that deliver insights into new monetization strategies, proven ways to strengthen customer relationships, and essential marketing solutions to maximise reach.”

The 107th annual Toy Fair will be held February 14th-17th, 2010; Engage Expo will overlap on February 16th-17th. The two events is expected to bring more than 25,000 attendees and exhibitor personnel to New York City and the Javits Center.

“Bringing these two important events for the youth entertainment market under one roof will make it easier for our shared audiences to capitalize on the digital media concepts and programming presented at Engage Expo and the exposure to buyers and exhibitors that can be found at Toy Fair,” added Bossard.

All Engage! Expo attendees will receive access to the show floor at Toy Fair and all Toy Fair attendees will receive access to the Engage show floor.

In addition, TIA members who exhibit at Toy Fair are entitled to half-price registration discounts for the Engage conference program.

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