New York, NY – June 22, 2009 - The Toy Industry Association (TIA) and Engage Digital Media (aka Show Initiative, LLC), announced today that Engage! Expo (previously “Virtual World Expo”) will co-locate with American International Toy Fair at the Jacob K. Javits Convention Center in New York City in February 2010.

Toy Fair is the largest toy trade show in the Western Hemisphere, bringing together more than 1,100 manufacturers, distributors, importers and sales agents from nearly 90 countries and over 361,000 net square feet of space to showcase their toy and entertainment products. Engage! offers both a full conference program and a tradeshow floor to help major entertainment companies, youth brands and advertising agencies learn how to combine existing products with the unparalleled engagement opportunities and revenue streams of online media.

“Engagement” was highlighted as one of the top four toy trends identified during Toy Fair 2009 as digitally-native kids, video game-savvy dads and connected moms continue to embrace the relationship between technology, digital media and toys. Youth entertainment companies are already capitalizing on digital tools such as cameras, communication and music devices, online Internet sharing software, social media, virtual worlds and web-connected toys and games to further enhance consumer interaction with their brands.

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

“Every toy company should be considering an online component of their brand to engage audiences,” agreed Christopher Sherman, Show Initiative LLC executive director. “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 maximize reach. ”



The 107th annual Toy Fair will be held February 14-17, 2010; Engage! Expo will overlap with Toy Fair on February 16-17. The two events will 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.

About Toy Industry Association (TIA)

TIA is the not-for-profit trade association for producers and importers of toys and youth entertainment products sold in North America, representing over 500 companies who account for approximately 85% of domestic toy sales. Toy safety is the number one priority for the toy industry. TIA has a long history of leadership in toy safety including development of the first comprehensive toy safety standard more than 30 years ago, and working with government, consumers and industry on ongoing programs to ensure safe play.

For more information visit www.toyassociation.org. 

About Engage Digital Media

Engage! Expo is owned and operated by Engage Digital Media (aka Show Initiative, LLC). Engage Digital is a leading producer of trade events and media that focus on social media, virtual worlds, user engagement and games. Events include Engage! Expo, Engage! Expo San Jose, Digital Law Conference, Virtual Goods Conference, and 3D Training Learning and Collaboration (3DTLC) Conference. The company also publishes timely market research and leading industry news blogs www.VirtualWorldsNews.com and www.VirtualGoodsNews.com. 

More information can be found at www.EngageDigitalMedia.com.

Contact:

Adrienne Citrin
Toy Industry Association (TIA)
646.520.4863
acitrin @ toyassociation.org

Tim Williams
Sales and Marketing Director
tim @ showinitiative.com
512-289-8687