Playtime Paris #25

Parc Floral de Paris
January 2019

For the 25th edition Playtime Paris has expanded their lifestyle area to take in the South building. Along with Maison & Object, Playtime Paris now offers a massive selection of children’s home and lifestyle brands, with a huge variety amongst the exhibitors. The New Now Space has relocated to the North Pavilion. And a VIP area for buyer hospitality has been created (Happy buyers = Happy brands). In the current market it’s important to communicate and be reactive, so the Playtime team have adopted the strategy of focusing on communication channels with the buyer to ensure footfall.

It’s such a joy to see how some brands that showed such potential even in their first show have advanced – by now, only their fourth or fifth season they have already developed extensive ranges and can boast repeat buyers (see Sticky Lemon, liilu) . There is not a single magic recipe for success, but all these brands have succeeded in finding their own space in the market.

Family was Playtime’s theme this edition and it was fun for Florence to revisit some of Pirouette’s original Parent & Child interviews from almost 10 years ago for the new Screen Capture exhibition. The children are now mostly in their teens so it was brilliant to see what they made of their original interviews. The exhibition was heavier on text than previous exhibits but it was very rewarding to observe Playtime’s visitors taking their time to read each participant’s interview. Big thanks to everyone for taking part.

Now to the show.

The Atmosphere

BIG… with a good selection of notable independent labels from around the world. A large percentage of visitors are French, that said 57.2% were ‘International’. Some visitors tackle the show with a system – working methodically through the aisles, but I’m yet to meet someone who doesn’t wonder off track a little. Time is of the essence at the show, and although I’m quite efficient I’m still some way off graduating to Grand Master of (Play) time management.


Faux Shearling: Faux Shearling has been used by a number of brands for their winter collections, but at Playtime it was everywhere! Fluffy outerwear, visors, baby suits and boots. See Tia Cibani Kids, Mum of Six, Noé & Zoë, and Blan J

Retro Florals: Go retro flora baby! See Petite Lucette, & The Middle Daughter.

Get Sporty: Sporty accents. Play with fashion. Children’s fashion should be playful shouldn’t it…

Home Metallics: Metallic hints again in kid’s home mixed with earthy linens. See ILA Y ELA

Tia Cibani Kids - Faux shearling and warm tones at Playtime Paris #25
Tia Cibani Kids – Faux shearling/ warm tones.
Mum of Six - Faux shearling sports visor at Playtime Paris #25
Mum of Six, – Faux shearling sports visor.
Noe Zoe – Faux shearling baby suit.
Blanc J – Faux shearling boots
Petite Lucette, Funky Retro Florals
The Middle Daughter – Funky retro florals.
ILA Y ELA– Pre washed linen bed cover with statement gold fringing.

Expansion of the lifestyle section

The expansion of the lifestyle section is a real positive for the show with kid’s home and lifestyle products being a growing market. It does away with the seasonality pressures that fashion labels cannot avoid. The selection varies from cool lighting, toys, interiors to children’s natural shampoo. All very beautiful and growing.

Raduga Grez – Russian natural colouring wooden puzzles, games and toys

AW19 Coats – Faire for all weathers, insect prints, sport logo accents

Faire Child, (new label) 100% recycled, waterproof, breathable and machine washable outerwear from Canada. Lovely shape, lines and little details.
Cherrypapaya, padded coat produced with recycled plastics from the sea material.
No Sugar, new label insect print
Mum of Six, Sport logo accents


Look out for Anyware

The label is a collaboration between singer-song writer Jessie Ware (+ fabulous podcast presenter) and Award winning childrenswear designer George Redding (Co designer of the very successful Jules Oliver Little Bird line for Mothercare). Looking through the collection and talking with George it’s evident she knows what she’s doing with childrenswear and the aim for their designs. The grading is oversized, designed to be rolled up, and to last. The pieces are cool but not trend driven. Both SS19 & AW19 collections are complimentary meaning when you buy Anyware you can carry on buying Anyware – mixing seasons and weights of garments. These are thoughtful, functional, quality relaxed style pieces. Really liked this one.

Look out for The Middle Daughter

From the founders of No Added Sugar, a new label The Middle Daughter. A bold, bright and of course sophisticated design collection for girls. It’s fun and new direction for the pair. The photography and styling is on point The Middle Daughter shouldn’t be overlooked!

Photo Gallery

Pepper & Sophie (mini fashionistas)

Shameless advertising & very nice bag by Ver de Terre
The Grumoy Cat One to Watch Award looking displeased with sharing the table ;-) at The New Society
My Big Adventure Book, Sticky Lemon
Clowns for KISSE AW19
What’s a Kid’s fashion trade show without kids. Christina & her beautiful daughter (+ i-pad controller) 

Playtime Paris Show Statistics

Visitors: 7235
(France 42,8% International 57,2%)

Distribution of visitors per day
Saturday January 28th 37%
Sunday January 29th 32,2%
Monday 30,8%

Top 5 Europe
1. Belgium 8,7%
2. Netherlands 5,6%
3. United Kingdom 5.6%
4. Germany 4,3%
5. Spain 4%

Top 5 outside Europe
1. United States
2. South Korea 2,1%
3. China 1.8%
4. Japan 1,3%
5. Russia 1%

Main buyers
‘248 Barcelona, Adorable Life, Advice from a Caterpillar, alexandlexa, Atelier BéBé, Athlah, August Pfüller, Baby Kochs, Babybubble, Beams Co., Bebes oy, Bling sundays best, Booboo Bootique, Centre Commercial Kids, Cloudo Kids,, Cookie Dough, CUCUBE, Eggy, Emoi émoi, Eva Wonderland, Fenwick, Fiilinki, Filedanstachambre, Firmaman, Galeries Lafayette, Gravide Maver, Harrods, Het Land Van Ooit, Junior Edition, Kalle Børnetøj & Sko, Kido Store, Kidorable, Kids 21, Kousen en Karton, La Di Da, Las Perlitas, Le Bon Marché, Les Casse Pieds, Les Enfants du Design, Les Petits Raffineurs, Little Pearls, Little Vikings, Littlehipstar, Making Things, Mamauri, Mamma Fashion, Mamma latte, Maralex Kids, Melijoe, MineMine Kids, Momokids, Ninekids Edition, Odille&Octaaf, Orange Mayonnaise, Otti, Palazzo Kids, Pastelworld Co., Poppy Store, Printemps, Punkt & Pünktchen, Rolling Kids, Sarenza, Scandi Mini, Scout & Co, Shinsegae Department Store, Smallable, Stadtkind, SY Mall, The Tot, Things Adorable Baby Boutique, Tipity toes, Womb Concept

Actubaby, Childhood business, Doolittle, Elle, Fashion Network, Fashion snoops, Junior Style London, Kids magazine, Kid’s Wear, Kids A La Mode, KINDA Magazine, Leather Fashion Design, Le Monde, Little, Luna, Magic Maman, Marie-Claire enfants, Milk Japon, Milk Magazine, Mini Styling, Mint Mag, Ninsmoda, Pirouette, Profashion, The Sunken, Sissiworld, Smudgetikka, Version Femina, WGSN, Yoyo Mom