New York was hot and humid but inside this Big Apple edition of Playtime it was lovely and cool. Cool enough in fact for the exhibitors to be wrapped in scarves, yet still smiling. You can’t win Playtime ;-) Teasing over, this is a nice show and the perfect size to incubate a friendly creative environment which in turn allows for good communication between press, buyers and brands. And never underestimate what good communication can bring during the trade shows – sales, collaborations, information gathering and friendships.

There was talk about the influx of new brands at the show (53 of the 186 exhibitors), with some of the established labels asking ‘but who are these new brands?’…the answer is they are you four or five years ago, testing the market and hungry to succeed. This is not said to scare but to help in this current competitive climate. Information and knowledge of the market is vital for those wishing to prosper. This leads us on to another point of discussion… photography. Many brands looking to reduce their outgoings seem to be taking on the photography themselves, meaning some brands are not making the visual impact their collections deserve. It’s no secret that working with professionals is not cheap, but the results can make it worthwhile, just one creative eye catching image conveying the ‘brand story’ can work wonders in creating the exposure you need throughout the selling season.

In the report we look at metalics and pastels for SS19, fruity references/coloured footwear and ‘jolie’ prints. Asian influence stands out with bold popping design. Artisan toy production was noticeably on the rise, as were pockets to keep them in. We also look at the Earnshaws’ ‘Be the buyer’ panel and their discussion of the do’s and don’ts for brands reaching out to buyers.

Finally look out for Pirouette One to Watch Winners Kisse and Lunii USA!

Playtime NY Trend Spaces Mariah Walker

Trend Spaces styled by Mariah Walker see more of her work here.


SS19 Metallics & Pastels




Interesting Canadian label with a nice mix of retro chic. The SS19 collection uses baby blue and pink without becoming to ‘girly’ thanks to the vintage cool cuts.

Tia Cibani

Tia Cibani

For SS19 Tia Cibani puts the bold bright colouring from last season to one side in favour of pastel moss greens and muted lavender tones. The dress pictured is a favourite from the collection.

Jolie Prints

Marin + Morgan

marin and morgan

Masters of print Marin & Morgan. There is so much detail in the ‘Summer Camp’ print for ss19, super engaging for kids.

Noe Zoe

Noe Zoe Trend space

Spinning slowly in the cranked up AC at the Trend space. Noe Zoe’s pink smiley, and not so smiley faces rain coat couldn’t be missed :-)


Lali ss19

It’s of no surprise that Lali is an Anthropologie favourite with their beautiful boho style collections. The sunflower block print stood out in the collection!

SS19 Fruity Shoes


For SS19 Polish label Efvva are going extra fruity with the collection’s inspiration emanating from ‘comic book super powers’. It’s super power is definitely  in the detailing, with little extra touches at every turn. Super fashion forward collection!



Bellusa adopting the fruity colour palette and metallic detailing for ss19.


 Catching the eye!


The boys section from the Ledum collection (pictured right) was really strong for ss19 with deep greens, claret reds and some interesting prints. Very nice collection and a brand to look out for.


Keora Keora


Keora Keora

Keora Keora

Japanese style at it’s best, Keora Keora was part of the recent collaboration between Japanese upscale department store Isetan and French cult retailer Smallable (Read Pirouette article here). Meow, love!



air fish

Ruffles, bunnies, cats, giant roses – the Airfish world is eccentric fun. Designer Joo hee Parkis experiments with mixing pop art colours with slow designed couture, and it all kind of works! Something a little different to check out. Also fun photography ;-)

 Artisan production toys
Kids love a pocket!

Mouse loves Pig


Mouse loves pig

Mouse loves pig travel toys are a really nice compact portable toy that unfolds into a play mat with pockets for animals, cars or shapes. Options to choose from include a race track, farm and colourful shapes. Hand made in small batches, sustainably sourced organic materials, supporting flexible employment and a toy that encourages imaginative play. If you want to know more check out their crowd funding campaign here.

Goose Grease 

Always a favourite. Goose Grease dolls are hand turned in Bogota and now come with a new tool belt to store and carry around your favourites. The belt either retails alone $12, or as pictured with 4 chalk people + chalk $40. It’s really cute and a favourite from the show.


Earnshaws’ ‘Be the buyer’ panel

Earnshaws' panel at Playtime New York

Panels, talks and group debates are exceedingly valuable for information gathering. Whether you completely disagree with the individuals on the panel, or not they are giving an opinion and it’s up to us to challenge or agree. We can then take what we think is valuable.

‘Be the buyer’ was the subject at this edition of Playtime. With Earnshaw’s magazine panel comprising of Earnshaw’s Editor-in-chief Emily Beckman, Adrian East of Adrian East Broxville boutique NYC, Jeannie Yoon of Jeannie N Mini Irvine California and Sandi Sidoti of Bringing Up Baby Boston MA.

We’ve taken some of the key points from buyers.


Pirouette One To Watch Award Winners

pirouette one to watch winners

Pirouette One To Watch Winner Fashion Playtime New York SS19


Kisse Pirouette One to Watch Winner

Prints by kids for kids. Designer Christina Altuna translates her children’s drawings into her collections, with bold warm colouring. Kisse has a very strong brand identity that stood out at the show, meaning there is no mistaking them for another label!


Pirouette One To Watch Award Winner Design SS19


Lunii USA winners Pirouette One to Watch

Lunii audible story teller, this is brilliant! The child selects from a number of lit up images to create a story, then they put the audible box to their ears to listen to their creation. No screens…hooray! Available in 8 different languages. This is Lunii coming into the American market and we can see them doing very well. Fantastic product for children!


Playtime New York how Stats

Total number of visitors: 1993

Distribution of visitors per day

  • Sunday, August 5: 36,5%
  • Monday, August 6: 35,3%
  • Tuesday, August 7: 28,2%

Geographic distribution

  • America 93,9%
  • Europe 3,7%
Rest of the world 2,4%

Top 10 U.S. States

  1. New York 47,2%
  2. New Jersey 13,2%
  3. California 9,1%
  4. Florida 4,1%
  5. Texas 3,4%
  6. Massachussets 2,5%
  7. Pennsylvania 2,5%
  8.  Connecticut 1,6%
  9. Ohio 1,6%
  10. Virginia 1,4%

Key buyers
A Little Different, ABC Carpet & Home, Advice from a Caterpillar, Anthropologie, Babesta, Babylicious, Barney’s New York, Bien Bien Shop, BomeaBomi, Born Yesterday, Buttons & Bows, C’est Chou by Sienna, City Sprouts, CLOTH, Coquette Kids, Deborah Bush NYC, Dottie Doolittle, Eggy, Elegant Child, English Rabbit, Ever After, Fawn Shoppe, Flamingo Baby, Flying Colors, Full of Beans, Garage Chic, Harvey Nichols Hong-Kong, Kids Edition, Happy Hello, Hazel Baby & Kids, Itsy Bitsy Boutique, J. Crew, Jeannie N Mini, Jean + Hadley, Just shoes for kids, La Di Da, Layette, Le Bambini, Les Petits Chapelais, Lex and Cleo, Lily and Todd, Little, Little Circus, Little Loungers, Luibelle, Mac & Mia, Maisonette, Mapamundi Kids, Milk & Honey Babies, Miller’s, Mini Dreamers, Mini Jake, Murray & Finn, My Little Sunshine, Neiman Marcus, Nonchalant Mom, Norman & Jules, Olivia Shoppe, Panda and cub, Petit Ami, Pink Olive, Pippen Lane, Poppy Store, Poppys Collection, Prince and Princess, Rabbit Ladders, Saks 5th Avenue, SCOUT, Seed Factory, Smoochie Baby, Sparkles&Suspenders, Sugar and Spice Children’s Boutique, Sugar Paper Blue, Sugar Snap Pea, The Spotted Goose, The Tiny Hanger, The Tot, Tinyapple, Tuesday’s Child Boutique, Tutti, Unique Finds for Kids, Veo Veo, Wee Chic, Wee Mondine, Wild Was Mama, Whimsies, Young Timers Boutique, Yoya, Zulily,...

Key press
Babiekins, Beau with fro, Bitsy Style Blog, Earnshaw’s magazine, Hooligans Magazine, Kid’s Wear Magazine, Kids à la mode, KidStyleSource, La Belle Kidz, Pirouette, Scimparello, Stroller Traffic, Style sight Magazine, The Doneger Group, WGSN,…