Advanstar Licensing has secured a deal with the International Housewares Association, which will see Licensing Expo 2014 and the complementary International Home + Housewares Show cross promote each other.
The International Home + Housewares Show - which takes place from March 15th to 18th, 2014 in Chicago - represents the $305 billion housewares market and features over 2,143 exhibitors and 60,000 attendees. In turn, Licensing Expo features more than 5,000 character, entertainment, art and consumer brands, and attracts over 15,000 attendees.
The new deal will see the show organisers cross promote their respective events via direct marketing, editorial and co-hosted seminars.
"Advanstar Licensing is thrilled to be collaborating with the leading event for the housewares market," said Jessica Blue, VP of Licensing Expo. "When we realised that all of our exhibitors would benefit from attending their show and vice versa, we decided to build this collaboration."
Mia Rampersad, VP of the International Housewares Association, added: "For housewares and home goods suppliers, licensing has become a significant part of many companies' growth strategy. We look forward to opening up this opportunity to more companies in our industry."
Licensing Expo 2014 will run from June 17th to 19th at the Mandalay Bay Convention Center, Las Vegas.