In some cases the rain can be positive and quenches a thirst. In this the 22nd edition of Playtime Paris with it’s extensive range of kid’s fashion and lifestyle collections Playtime certainly delivered a vast and varied array for the visitors to soak up. There were over 520 collections, 400 of which came from outside France. A vibrant colourful edition for ss18, we look at the increase in Chinese buyers, the trend of Magazines crossing over to retail and we share some favourite fashion and lifestyle collections with a selection of images from the show.

There was a feeling that the show felt quiet on the first day. Playtime has expanded the show this season to allow for a further 100 extra exhibitors which required the addition of a new space created at the North entranced to accommodate the expansion. Interestingly the retail Summer sale period started in Paris on the Saturday which may have been a contributing factor. One thing for sure though the Monday felt incredibly busy with the stats concurring. One veteran exhibitor stated it was their best Monday in history – swings and roundabouts. One thing for sure it was a vibrant colourful expansive edition and the trend spaces were exceptionally good this season.

Increase in Chinese buyers: From speaking with multiple brands during the selling season the Chinese market appears to be super interesting at the moment. It seems that there has been a shift in the Chinese market from what has traditionally been a mix of two extremes. Either luxury labels with flagship stores in major cities or low price point goods from Chinese manufacturers. We are now seeing an increase in mid range goods and a move towards multi-brand stores in smaller cities stocking independent European brands. When speaking with a few young labels they confirmed taking good orders from Chinese buyers. A couple of notable articles on the fashion market in China.

  • Multi -brand boutiques transforming Chinese retails, BOF article Click here
  • Design hotspot article, Click here



Playtime Paris

Magazines crossing over to retail: Milk magazine’s pop-up store was a relaxed space situated at the South entrance of the show and open to the public. Magazines crossing over into retail is an increasing trend. Hooligans magazine recently created their own e-commerce site Hooligans Clique carrying the brands that normally adorn the pages of the magazine and selling direct to the end consumer. If this trend continues it will be interesting to see if this blurring of the lines between press and retail suits both labels and stockists alike.

The pop up was certainly well executed with a solid curated selection of labels. When we were checking out the space there were a number of young families with toddlers enjoying the Tipee, whilst Mum looked through the rails. It wasn’t clear if the pop-up customers were the normal Playtime visitors or if they included the general public discovering the store from strolling through Parc Floral.Either way it was relatively busy when we were there.


Fashion Collections

This edition of Playtime Paris was full of vibrant colour ss18

No Added Sugar

Fun, bright and bold colouring for No Added Sugar ss18.


Another gorgeous collection using organic fabrics, loved the floral print with green base
#pirouette12watch AW17 fashion Playtime Paris.

Little Foxes

Ok…this jacket is a little crazy but crazy good for an editorial shoot.
Just think of a child swishing their shoulders back and forth Jaggeresk  ;-) Fun !

Tia Cibani

Tia Cibani

It’s a trip to Brazil for Tia Cibani ss18 – colourful with sporty detailing, toggles and zips.
Bright, bold and with the Tia signature hint of tribal.

Noé & Zoë

Noe & Zoe

Bright bold colouring the Noé & Zoë way. Always a very wearable collection for kids that’s enjoyed by design loving parents.

Iglo + Indi

Iglo + Indi

The ss18 collection by Iglo + Indi is really superb and once again we see florals entering a brands collection for next Spring Summer.
We asked the label owners what was their biggest market and to our surprise they replied Benelux. Loved this collection!


This is a really innovative and cool label a bit like their photography! In fact the designer has another subsidiary label Zebra I can see  which is well worth checking out for ss18.

Lifestyle & Accessories

En Studio

Fantastic stand presentation at the show and a really fun design lead range of home products. The lights were a favourite.

Sticky lemon

Sticky Lemon

Sticky Lemon have a new range of socks and they are wonderful!  A really fantastic brand with photography that is both fun and sweet in equal measure.


Myum vegetables

The sweetest of little crochet veggie toys, musical veggies and our favourite a transforming flower to veggie toy. Super cute kids product and great addition to a children’s boutique.

Little Mashers 

Little Mashers

Glow in dark wall clocks by Little Mashers – great idea for those dark winter mornings and nights to aid your little ones on learning to tell the time.

Lulu and Nat

Lulu and Nat

Lulu and Nat launched a new range of cotton pyjamas to compliment their home range. They have a really lovely classic cut, with piping and pockets. The contrast of the modern print and classic cut is a real winner. Wonderful for cool or warm climates, both traditional and fun. A lovely addition to their collection.

Pirouette One to Watch Playtime Paris

Pirouette One to Watch Winners Barn of Monkeys and Banwood were both exhibiting for the first time at the show. To read more about our #pirouette12watch winners at Playtime Paris for ss18 click here.

Fashion: Barn of Monkeys

Barn of Monkeys Pirouette One to Watch Playtime Paris

Barn of Monkeys

Design: Banwood 

Banwood balance bikes One to Watch Winners Design Playtime Paris

Banwood balance bikes One to Watch Winners Design Playtime Paris

Show Gallery

The trend spaces were really strong this season.  Themes included Make, Share, Repair. Find out about the artists, pirouette post Read here.

Milk Magazine pop up

Milk editorials exhibited on the wall of the Pop Up Shop.

New Now Space

New Now Space: some favourites, Monty & Co, Organic Zoo , Walnut & Walrus  & Poupee.

Tia & little friend

Tia with a super cute little friend dressed in Tia Cibani

Monday at the Marie Claire Enfant lounge.

Sas and Yosh

Sas and Yosh were recruiting to their Leopard gang at the show.


Wonderful fresh fruity print by Velveteen for ss18

Pirouette One to Watch fun with the lovely Lucile from Playtime and the gorgeous Kid’s Wear magazine team.

Show Stats

Number of visitors: 5 767

  • France : 43,2%
  • International : 56,8%
  • Europe* : 42,9%
  • Middle East : 2,1%
  • Asia: 7,3%
  • Africa : 0,3%
  • Americas : 3,9% * excluding France

Top Europe

  • Belgium
  • United Kingdom
  • The Netherlands
  • Spain
  • Germany
  • Oceania
  • Russia

Top outside Europe

  • United States
  • South Korea
  • China
  • Japan

Visitor figures

Saturday JULY 1 : 33,1%
Sunday JULY 2 : 31,0%
Monday JULY3: 35,9%
All countries in descending order
France, Belgium, United Kingdom, Netherlands, Spain, Germany,
Switzerland, Italy, United States, South Korea, China, Japan, Portugal,
Sweden, Denmark, Russia, Hong Kong, Israel, Austria, Lebanon, Poland,
Ukraine, Taiwan, Luxembourg, Greece, Finland, Canada, Saudi Arabia,
Singapore, Ireland, Norway, Latvia, Australia, Kuwait, Kazakhstan, India,
Guadeloupe, United Arab Emirates, Brazil, Turkey, Slovakia, Senegal,
Romania, New Zealand, Lithuania, Jordan, Hungary, Cyprus, Thailand,
the Czech Republic, the Congo, Mexico, Estonia, Chile, Argentina,
the Netherlands Antilles, Albania, Vietnam, Tunisia, meeting, Peru, Oman,
Monaco, Mayotte, Morocco, Croatia, Bulgaria