The fifth edition of this trade fair, organised by IFEMA, will bring together almost 500 exhibitors and leading sector brands
Once again, the specialised trade and large-scale distribution on the Iberian Peninsula, are the most important aspects of this trade fair. It is to these sectors that the new products and collections presented by the participating brands are targeted. The many initiatives organised by the Trade Fair, designed to stimulate the sector and to provide added value to trade professionals, are also targeted at them
Among the most important new developments for the fifth edition of Puericultura Madrid are the presentations to take place as part of the new “Pasarela MIMO Madrid” fashion shows, which will be repeated three times - twice on Friday and once on Saturday. These events which will give visitors the opportunity see collections by participating companies Bebecar, Columbus, Kiddy, Micuna and Tuc Tuc, as well as a charity fashion show by Marca España, organised by Asepri
In addition, the trade fair will feature an interesting line-up of seminars and events aimed for boosting business and making useful business contacts. These will take place in the Business&Fun area, in the same hall as the trade fair. Among the highlights of this programme are free appointments with experts in strategic and management consultancy, in addition to a number of conferences on the subject of retail, first aid workshops for babies and services for points of sale
Other novelty at this edition will be the new Innovative Toy space, featuring a selection of products in line with trends in children's toy design, which will be a source of inspiration for designers and the specialist trade, and a sector called Baby&Mum Experience that will highlight Childcare Product designs and trends
The trade fair’s guest buyer programme has invited 600 buyers, 70 of whom are from Germany, Andorra, Algeria, China, the United States, France, Honduras, Iran, Ireland, Italy, Morocco, Portugal, Tunisia, Sweden, the United Arab Emirates and Turkey
Puericultura Madrid, the International Childhood Products Trade Show, organised by IFEMA, will take place for the fourth time from 29 September to 2 October at Feria de Madrid. Once again it is set to be the biggest professional showcase for novelties and innovations in the Iberian Baby World Market.
Once more, it will be a meeting for the world of large and small brands that make up this industry, who will show off their collections for the coming 2017 season. Together they will make up a wide, representative showcase for the sector. A total of 488 exhibitors and brands will show off their new products and ideas to the Iberian market. The extensive range of exhibitors at the show includes the main stroller, pram and car seat manufacturers; producers of furniture and decorative items; bassinets and textiles; child safety, health and care items; food, hygiene and cosmetics; technical and electrical childcare, fashion, toys etc. …
Among the companies and brands taking part in the fifth edition of this trade fair, considered the biggest event for the sector on the Iberian Peninsula, are big names like Jané, Chicco, Dorel, Bébécar, Baby Monsters, Babymoov, Babadulle, Bebé Due, Casualplay, Cibex, Concord, Gb, Micuna, Miniland, Saro Classic, Tuc, Silver Cross, Arrue, Babyjörn, Be Cool, Bébé Confort, Joie, Tigex, Tuc Tuc, Tutete, BonjourBebe, Cam il Mondo del Bambino, Baby Llacer, El Bebé Aventurero, Matías Massó, Moltó y Cia, Naf Naf-tanuki, Nûby, Peg Perego-Tavitoys and Recaro, among others.
New MIMO MADRID fashion show
One of most interesting innovations at the fifth edition of Puericultura Madrid is the presentation of the new MIMO Madrid fashion show. This initiative, organised by IFEMA in collaboration with Asepri, will consist of a schedule of fashion shows, mainly aimed at the media and buyers, which will take place on 30 September at 12 noon -for media and bloggers- and at 18.00, and on Saturday, 1 October at 18.00, in Hall 9 at Feria de Madrid, where the trade fair will take place.
Each session of the, the MIMO Madrid fashion shows will include presentations of collections by firms like Bebecar, Columbus GB, Kiddy, Micuna and Tuc Tuc, all participants in the trade fair, and a group charity fashion show by Marca España, organised by Asepri, in collaboration with IFEMA, which will showcase creations by firms like Babyhome, Baby Monsters, Bebédue, Bimbi Pirulos, Bonjourbébé and Pielsa, all members of Asepri. The money raised from the companies registering to take part in the group fashion show will be donated to the Spanish Red Cross, a charity that the trade fair has been working with for some years.
The MIMO Madrid fashion show is an opportunity for Puericultura Madrid to draw attention to the products displayed by its exhibiting companies, offering them an additional means of promotion and adding value to their presence on their stands. It is also a way of highlighting fashions and trends in child care products to retailers in Spain, Portugal and the other countries present at the trade fair.
The MIMO Madrid fashion shows will take place in the Baby&Mum Experience area, which will house an exhibition of unique products by brands participating in the shows for the duration of the event. This space is intended especially for brands whose products consist of innovative and trendy collections of childcare products. The space will be decorated with items with an avant-garde look by Mimétrica, a design studio that specialises in creating multidisciplinary projects in the fields of technology, design, architecture, communication and art.
New Innovative Toy area
Another of the big novelties at the fifth edition of Puericultura Madrid, the International Childhood Products Trade Show, is a new initiative and area designed to boost the toy sector, called Innovative Toy. The event is organising this initiative in collaboration with the Nexus Design Centre, in order to bring a selection of products - new and prototypes - that cover trends identified in the children’s toy world, and which will serve as a source of inspiration for designers and the specialist trade.
Trends&Kids, new and emerging products in the toy sector
The Innovative Toy Area, conceived as an exhibition area, will feature Trends&Kids, an initiative by the Nexus Design Centre designed to detect and disseminate trends in the kids’ world. It will feature a selection of products arranged by categories, according to the trends of the moment: 360º Design; 100% Design; People Centred Toys; From storytelling to storyplaying; Creative technology; Pure technology; Folkture; and Traditional Game.
The products exhibition on show in this area, most of them toys, are framed in the context of the design ideas for children presented in the Kids Trends Book 18, an inspirational book defining the essence of each of today's trends. Most of the examples that illustrate these trends are brands and companies of Spanish origin with international ambitions and leading global brands such as Estudio Ji (Spain), Eduyoga (Spain), Milimbo (Spain), Koa koa (France), Gigo (Taiwan), Neue Freunde (Germany), Innedit Kids (Spain), El Nan (Spain), Skip Hop (United States), Italian Toys (Italy), Nobodinoz (Spain), and Studio delle Alpi (Italy).
The Nexus Design Centre, which is collaborating with Puericultura Madrid in this Innovative Toy area, is a centre of design knowledge that specialises in offering advanced research services. It is located in the Technical University of Valencia and is made up of specialists and investigators from different design disciplines oriented at innovation, based on generating new concepts, sounding out the market, creativity, communication, design policies and international and external design management.
In addition to the Innovative Toy Area, visitors will find the Playground space, a children’s play area with products by exhibitors taking part in the Toy sector at the fair, which are available for testing.
Toy sector trends seminar
Likewise, in the framework of boosting the Toy Sector at the next edition of Puericultura Madrid, the exhibition will organise a Trends Seminar, where it will share knowledge on Design, Communication and Distribution of Products for children.
As well as all this, the event will organise its now traditional Toy Space, with products from early years toy manufacturers and distributors such as Barrutoys, Dikokids, Tinctoys, Juegaconmigo, Cloud B, Micro Mobility, Rodatoys and Artesavi, among others, in the usual exhibition area, totally integrated in the event and with a format that meets the needs of the toy sector.
In addition, Puericultura Madrid 2016 includes the Fashion Space, an area specifically designed to house collections of clothing, footwear and accessories for babies and future mums. Among the brands participating in this space are Aden+Anais, Blue&Pink, The Penguinbag Company, Grupe Zannier , Cotó Blanc, Minhon, Blue & Pink etc, among others, as well as children's fashions from an extensive range of childcare manufacturers exhibiting in the general area of the hall, such as Chicco and Uzturre, among others.
Business& Fun, activities to drive the business and encourage networking
The activities organised for exhibitors and visitors will be held in the Business & Fun area, in same hall as the trade fair. Entrance is free with a ticket to the trade show. Among the contents housed in this area, which aim to offer added value to trade professionals’ visits, is the Retail Forum, where experts from the world of childhood products, visual merchandising and window dressing, and strategy and management consultants will deliver workshops designed to improve turnover and project a modern, up-to-date image at points of sale. The trade fair will also have a window dressing display, intended to be a source of inspiration with different styles and product trends. The area will be decorated in a unique way, with a design created by a team of teachers and students from the Technical University of Madrid’s own Interior Design Course.
Representatives of these businesses will also be able to take part in the Retail TV set, where there will be interviews with points of sale to learn about their views of the sector and customer demand, giving them an opportunity to better understand what families want through guest bloggers’ and collaborators’ posts. All this together with the possibility of finding new, unique products during their visits, as well as other established products in the Brands Space.
Puericultura Madrid will bring back the Consultancy Box at this edition of Puericultura Madrid. This programme is available to all guest buyers, offering support to points of sale in a personalised, confidential way, with a business development consultant. The Consultancy Box will be active on Saturday, 1 October from 9.30 to 14.00.
The Retail Forum programme will kick off on Thursday, 29 September, at 12.15 with a seminar entitled “Aligning the three intelligences to trigger sales in any traditional child care product business”, by Victor Valencia - CEO Environment and strategy and from the Neutral Group, which will be repeated on Friday 30 September at 10.30.
On the same day, at 13.30, the Retail Forum will host a presentation of trends in toys by the Technological Institute of Children's Products and Leisure (AIJU), as well as the presentation of the Innovative Toy Exhibition Area: Kids Trends Book 18, by Beatriz García Prósper, Patricia Rodrigo Franco and Gabriel Songel, by Nexus Design Centre, from the Technical University of Valencia.
On Thursday, at 6 pm the Retail Forum will host the workshop "The five keys you need to dress a window that works very well and sells a lot from the word ‘go’, without being an artist…", directed by Victor Valencia - CEO Environment and Strategy and of the Neutral group.
The Flagship Product Gallery, a prestigious area of the show
Alongside this, the Business&Fun area of Puericultura Madrid will feature the Flagship Product Gallery, an attractive display area where 24 renowned firms will present their best products. The firms exhibiting in the area at this edition are: Chicco, Aden+Anais, Baby Monsters, Babymoov, Badabulle, Bebe Due, Bebecar, Boksi Baby Care Station, Cam “il mondo del Bambino”, Casualplay, Close Parent, Kiokids, Micuna, Micro, Miniland Baby, Saro, Shom, Tigex, Tuc Tuc, Tutete.com, Kusi Wawa, Nomi by Evomove and Snug.
The Business&Fun space will also host a number of services aimed at points of sale, such as the Guest Buyers’ Service, the Buyer’s Club, the Window Dressing workshop and the Retail TV Set.
Hosted Buyer Programme
This trade fair, considered the sector’s leading event, has a guest buyers’ programme attended by more than 600 national and international hosted buyers. The organisers have processed more than 1,100 invitations which, among other things, include a free night's accommodation to visit the exhibition. Of all the buyers invited to Puericultura Madrid 2016, 70 are foreigners from Germany, Andorra, Algeria, China, the United States, France, Honduras, Iran, Ireland, Italy, Morocco, Portugal, Tunisia, Sweden, the United Arab Emirates and Turkey
The most important international childcare sector media organisations will also be at the 2016 edition of the event. The trade fair's media partners are BRANŻA DZIECIĘCA (Poland); TOYS & BABY PRODUCTS TRADE MAGAZINE (Poland), IL GIORNALE DELL’INFANZIA (Italy); KIDX JOURNAL (Germany) and PUERICULTURA MARKET (Spain).
The Starters’ Space for emerging companies
The Starters’ Space, which will be allocated an area in the Childcare Space this year, is aimed at emerging companies wanting to promote their brands, and will once again have its own area at the 2016 edition of Puericultura Madrid. The trade fair will continue to support talent and entrepreneurship, allowing companies with less than two years in business an opportunity to take part with special participation conditions. The Starters’ Space will house these companies in an area with its own identity and design, within the aesthetic line of the other sectors of the trade fair. All these stands will measure six square metres and will be made of white wood, with a meeting area. The companies that are taking part in this edition in the Starters’ Space are Petit Turban, Hugmemom, Kusi Wawa, Sleeepaa, Okenebebe, Kakui, Nannak Advanced Baby Products, Snug, Natural Wean and Tucky by Etakescare.
Also, as in previous editions, Puericultura Madrid will award the prize for the Best Starter, which will be given to one of the companies taking part in this area. A jury made up of experts from the sector will choose the best of these entrepreneurs, who will win free participation at the 2017 trade fair. The winning company will be given a free 12-square-metre module (if it is a fashion or toy company) or 20 square meters (in case of general childcare equipment), as well as special promotion and communication on the website, in the media and in the specialised blogs.
Bloggers Day, the best childcare blogs
In the meantime, this edition of Puericultura Madrid will have a new competition called “I love your blog", which will recognise the blog publishing the best presentation of the buyers’ guide with the products exhibited at the fair - childcare items, children's fashion and toys - after having visited the show. A jury of experts will review all entries received and, a few days after the trade show, it will select the winning Blog, taking aspects such as creativity, originality, product knowledge, quality of the images, and design into consideration. More information at: http://www.blogpuericulturamad.ifema.es
Charitable Puericultura Madrid
This year, Puericultura Madrid has repeated last year’s collaboration with the Red Cross, a charitable drive in which companies taking part in the trade fair will have an opportunity to donate their products. The Red Cross will collect these products at the end of the trade fair, providing donating companies with a certificate showing where the product has been sent. The products collected will be sent to children’s centres managed by the Red Cross in the Community of Madrid. Likewise, during the show, the Red Cross will be inviting people attending the event to make donations on its stand. The Red Cross charity zone will be in the Business&Fun area.
During the last year, the children's product sector turned over 1,204 million euros, 7.4% more than in 2014. These figures were published by IFEMA, using data from the National Association of Children’s Products from Spain (Asepri), on the occasion of the fourth edition of Puericultura Madrid, the International Childhood Products Trade Show.
This increase in turnover in 2015 was the highest since 2010, which is also particularly significant taking into account that in 2012 the sector's turnover fell by 4.5%, and that in the following year it increased by a mere 1%. In 2014 the sector began started to wake up and its turnover reached 1.121,30 million euros.
With regard to the domestic market, in 2015, domestic sales grew 4% to 592 million euros, with aggregate revenues at the same level as in 2005. This increased turnover is in addition to that already registered in 2014, which broke a three-year cycle of shrinkage, with an increase of two per cent. However, the results of the national market are still far lower than the historic record registered in 2010, when sales of products for children in Spain reached 739 million euros. These figures show that the national market is recovering slowly, slowed by economic instability and changes in consumption produced after the crisis, according to ASEPRI.
Exports... on the way up
On the other hand, sales of products for children in international markets have not stopped growing in recent years. The year 2015 ended with an increase in exports of 11%, which totalled more than 611 million euros. During this period, exports accounted for 51% of total turnover, overtaking domestic sales for the first time. One figure that shows the healthy upturn in exports in the last decade is that in 2005, foreign sales accounted for a mere 25.9%.
Europe is still the main market for Spanish childcare product sales, although it has lost weight (73% as opposed to 79% in 2001) as a result of falling demand from some of its main customers, such as France and Russia. Italy is still the number one customer, importing almost a quarter of Spanish production.
The new collections of children's products for the 2017 season are ready to go. The baby world, with its products and novelties, will once again be the protagonist at Puericultura Madrid, where visitors will find all the new collections of clothes, accessories, healthcare items, childcare, child safety, strollers and prams, car seats, bassinets and textiles, evolving furniture. All these items are the result of a continuing process of research and development, whose objective is to provide baby with everything she needs, offering safety, comfort, design and solutions designed to make it easier for parents to bring up their children.
When it comes to baby seats, innovation, safety, comfort and design are the four kingpins present in all models of strollers and car seats, which come in a range of attractive drawings and prints. The brands also offer different colour combinations for creating custom strollers that suit the style of the baby’s family, and some very practical features. One example of this is the Shom stroller, designed by Roberto Verino. This has all the hallmarks of the collections designed by this Spanish creator, such as minimalist lines, timeless style and functionality, presented at the trade fair by Baby Essentials.
Halfway between a chair and a bag is the “all-you-need” booster-bag by Saro. This is a soft, practical booster seat with two functions. It can easily be transformed into a bag for holding baby's belongings. In addition, it includes a very useful thermal pocket to keep baby’s food warm (or cold).
A good example of innovation and design is the Kiokids hygiene chair for babies, called the Charly Chair. This seat is designed to make it easy to bath your baby from birth, lifting them to the height of a standing adult in the shower.
Another example of a product that grows with your child is the Nomi high chair by Evomove, which can be used by new-borns and adapted to fit teens. It weighs just 4.9 kg and is one metre high. Perfect for any table, its ergonomic design and finish is impeccable. With an ergonomic design, the back support allows free movement and supports the back and arms.
The Aupa baby seat by Tuc Tuc also adapts to your child’s development. This is a Multifunction High chair, ideal for all types of needs with a highly modular design and adaptable, it offers numerous options and positions. A careful section of textile materials that feel great and are easy to clean.
Nowadays, there is a bigger-than-ever range of chair, strollers and prams for every taste and need. Strollers are being made in some very innovative materials, which are often lighter and easier to carry. There are easy folding mechanisms, systems that make it easy to sit the baby in the car seat, strollers that allow parents to exercise when they take baby out. There are also modular strollers that parents can buy in parts according to their needs, etc. This is the case of those presented by Chicco, Cam “Il Mondo del Bambino”, Baby Monsters, CasualPlay, BebeDue and Bebécar, among others.
When it comes to cots, manufacturers never stop working on new concepts. This is the case of the cots in the Cuna Mare de Micuna range, with a magnificent design and sinuous curves in glossy wood, with a curvy 3D line.
Together with the big advances in furniture, strollers and prams, there are also some little improvements introduced in the market whose main purpose is to make life easier for parents. One of these is the Wawa Band, a band for reducing the pain of gas and colic in breast feeding babies. It consists of a 100% cotton band, designed to fit around a new-born baby's body, holding a thermic cushion on her tummy. The cushion uses warmth to reduce the discomfort felt by new-borns and has a relaxing aromatherapeutic effect. The Wawa Band, created and patented in Spain, is the essence of the first part of the Kusi Wawa method to help baby’s to overcome colic while breast feeding in a totally natural way.
Another interesting product on display at Puericultura Madrid is the Color Pop security gate by Badebulle. This innovative product is the only baby gate you can put together yourself in just seven minutes. In a range of six colours, this fun, practical product is ideal for parents who want customisable products which are easy to install.
Then there’s the DXGO baby carrier, which is soft and flexible enough to embrace your baby and adjustable for extended use. Cool and light, it can be stored in a small bag.
The Tigex cradle and crib, as well as being fun, means baby can sleep everywhere. It is light and easy to carry anywhere. Simple and comfortable and with a delightful design.
The trade fair also includes a range of light electronic childcare products developed by the exhibiting brands with the intention of offering families safety and wellbeing. This is the case of the Digimonitor 2.4 by Miniland Baby. This monitor offers endless features and countless benefits and seamless integration with the APP" EMYBABY" from any place: vision of shared screen, photography and video recording. It also includes connection with up to four cameras, and synchronisation with feeding alerts, nappy changes, medication times, sleep control.
Technical advances can also be very helpful in the everyday lives of families, such as preparing baby food. One example of this is the Nutribaby+ robot by Babymoov, which offers a unique design, easy use, five functions and XL capacity.
When it comes to toys, the MINI 2 GO is a scooter, a ride-on toy with a box for treasures designed for children aged 1-6 years. Easy to assemble and disassemble. This scooter teaches kids how to get about safety and its rotation by tilting makes it ideal for developing motor skills and balance. It has a compartment in the seat for storing favourite toys and carrying them about.