Toy Fair 2014 Introduces ShopToyFair365 BRANDORA Editorial Staff - October 2013

 
The Toy Industry Association (TIA), organisers of American International Toy Fair, have announced a progressive addition to Toy Fair 2014 called ShopToyFair365. This e-commerce platform is designed to provide a year-round shopping experience beyond Toy Fair show dates.

Accessible online and via mobile app, ShopToyFair365 provides registered exhibitors and buyers with both an online marketplace and virtual social network, offering an exciting complement to the irreplaceable face-to-face interactions that take place at the show.

The platform — powered by Balluun, a global leader in social business-to-business technology — 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 $84B in sales worldwide annually. 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 anytime,” said Peter Koch, CEO of Balluun. “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.”

ShopToyFair365 is an important tool in not only streamlining business deals but also in connecting with key contacts and gauging interest in product offerings. Registered users can communicate through public posts and private messages to further networking opportunities at Toy Fair. And similar to Facebook, Twitter, Pintrest and other social networking sites, buyers can “follow” exhibiting companies to receive up-to-the-minute news updates, as well as comment on, share and “like” product images.

"Everything we do at the Toy Industry Association is evaluated on its potential to help members manage and grow their business," said Marian Bossard, TIA Vice President of Meetings and Events. "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. Balluun's innovative digital B2B platform lets us empower every credentialed buyer and every company exhibiting play products at Toy Fair 2014 with a continuing opportunity to connect and do business."

The American International Toy Fair will take place February 16-19, 2014 at New York City’s Jacob K. Javits Convention Center. To learn more about Toy Fair, visit ToyFairNY.com