MAGIC International announced today plans to launch a new area dedicated to Hispanic and Latin American markets called “MAGIA at MAGIC” for its February edition.

“Our goal is to develop a dynamic marketplace for and about the Hispanic market,” explained Chris DeMoulin, President of MAGIC International and Executive Vice-President, Advanstar Fashion Group. “This is an important new initiative focused on an under-served consumer segment. We are very excited to introduce MAGIA and bring an amazing wealth of new resources to our retailer partners.”

Targeting the burgeoning demographic that now accounts for over 45 million people in the US, MAGIA will debut in the South Hall of the Las Vegas Convention Center with 25,000 sq. feet of dedicated space, showcasing both U.S. and foreign-owned brands to some of the world’s most influential retailers, including Macy’s, Dillard’s, Target, Wal-Mart, Kmart, Sears, Kohl’s and JC Penney, as well as manufacturers and press.

“We are very excited about collaborating with MAGIC,” said David C. Lizárraga, Board Chairman of the United States Hispanic Chamber of Commerce, which has endorsed the initiative. “The fashion industry is a sector that is ripe with potential for Hispanic entrepreneurs and this joint effort is a great first step to fulfill that promise of growth.”

Consequently, MAGIA should also give established consumer brands from countries such as Mexico, Guatemala, Peru, Ecuador, Paraguay and Colombia an opportunity to develop their global distribution.

The next edition of MAGIC runs from Feb. 17-19.