Balluun, a Switzerland-based technology company that provides software to b-to-b companies, has landed its second contract with a major tradeshow in the last three months.
The company will help the Toy Industry Association’s (TIA) American International Toy Fair create an e-commerce platform—called ShopToyFair365—that will connect its buyers and sellers throughout the year.
Both Balluun and TIA emphasized the breadth of the toy industry and the impact an e-commerce platform could have.
“The toy market represents over $84 billion in sales worldwide annually,” says Balluun CEO Peter Koch in a statement. “Balluun’s technology will make it possible for exhibitors and attendees to better discover new brands and enhance their businesses to drive more sales efficiency.”
TIA Vice President of Meetings & Events Marian Bossard says in the statement, “It was time to expand participation in our American International Toy Fair beyond a week in February to every day of the year.”
The goal, Balluun officials say, is to give companies and organizations like Advanstar and TIA the opportunity to provide exhibitors year-round exposure to buyers and the buyers year-round access to products and vendors.
In mid-July, Balluun also signed Advanstar Communications as a client. Last February, Advanstar had launched its own Shop The Floor initiative to create a platform that would integrate the company’s more than 130 tradeshows with digital showrooms and its digital properties.
In statement at the time the partnership was announced, Advanstar said, “The agreement with Balluun allows Advanstar to accelerate its digital growth plans and immediately offer its customers a vibrant online marketplace.”