Licensing Expo And IHA Form Marketing Partnership

CHICAGO— Advanstar Licensing, organizers of Licensing Expo, and the International Housewares Association, organizers of the International Home + Housewares Show, announced a new collaboration to cross-promote their two complementary trade shows in 2014.

The International Home + Housewares Show represents the $305 billion housewares market and features 2,143 exhibitors and 60,000 attendees. Licensing Expo represents the $230 billion licensing and brand extension market and features more than 5,000 character, entertainment, art and consumer brands and attracts more than 15,000 attendees.


Cross-Promotion Opportunities


The new collaboration will see the show organizers 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. When we realized that all of our exhibitors would benefit from attending their show and vice versa, we decided to build this collaboration,” said Jessica Blue, vp/Licensing Expo.

The Licensing Expo explained in a statement, “when brand owners who exhibit at Licensing Expo attend the International Home + Housewares Show, they will be inspired by the latest consumer trends and product development in dining, design, décor and kitchenware. For brands looking to extend their presence in the home, they can then attend Licensing Expo and meet the manufacturers and retailers who can bring that plan to life.”

Mia Rampersad, vp of the International Housewares Association, the not-for-profit owner and operator of the International Home + Housewares Show, 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.” 

The International Home + Housewares Show takes place March 15-18, 2014 in Chicago. Licensing Expo takes place June 17-19, 2014 at the Mandalay Bay Convention Center in Las Vegas.