In the segment of toys and games for babies and toddlers, numerous toy manufacturers from Europe and overseas have registered for the first time. Participation in the fair is considered a must by exhibitors who have been presenting their products at Kind + Jugend in Cologne for many years.

The trade fair is the perfect event for intensifying business activities and opening up new markets. The event provides good opportunities for sales on foreign markets, and Kind + Jugend is the ideal platform for making new business contacts.

All in all, the mood in the sector is positive. Family life is highly valued and considered something worth investing in, so business in the baby and toddlers' outfitting sector currently ranges from stable to displaying a slight upward trend. Even though the fashion sector has been subject to considerable fluctuations and the predicted increase of turnover is only one per cent, the baby and toddlers' outfitting sector is proving it is a special exception to this trend. With each newborn baby contributing to the sector's turnover, an increase of three per cent has been posted.

This is surely also because children are deciding what they want to wear at increasingly younger ages than in the past, and they favour expensive brand products. In general, the sector's end consumers put a high value on quality.

It is clear that consumers are willing to spend money on high quality products, and it is such products in particular that are the sector's more "crisis-resistant" goods.

When it comes to purchasing decisions, the most important factors are quality and originality, and the very varied product range reflects individual tastes. Playing a major role, in addition to high quality, are long durability, fine materials and striking designs. Another crucial factor when it comes to selecting products is that they should be safe for the environment and for children's health. In the children's furniture and textiles segments there are signals that the quality label "Made in Germany" is once again in demand.

In general, concerns about prices play a relatively minor role for end consumers who invest time in researching and deliberating over whether to choose a product. The reasons for this include the fact that couples often are waiting longer before starting a family and have established their careers first, ensuring that their financial basis is sound and stable. Parents are then willing to spend money on their children's needs and wishes.

Due to the great demand for individualisation, many manufacturers are dispensing with keeping large quantities of goods in warehouse storage in order to meet their customers' demands quickly and flexibly. Particularly in the children's car seats and prams segments, for instance, end consumers not only value high quality products, but are also placing an increasing emphasis on lifestyle. In other words, the product should match the lifestyle of the individual. In addition, men and fathers are getting more involved in making purchasing decisions in these areas.

In contrast to high quality products, declines have been recorded in the medium price range. Consumers are choosing cheap products instead or are searching the Internet for bargains. And the sector's turnover suffers because many people pass on baby clothing to friends and acquaintances or swap them via second-hand clothing exchanges.

Overall, however, the sector is heading toward positive development. The toys and games segment in particular is displaying an upswing. Kind + Jugend's organisers have taken this into account by expanding the available exhibition space. The growth potential of this segment has not yet been fully exploited, and with toys and games (not only for the infant to three-year-old age group) the sector can still open up new markets. Here, new strategies and product expansions are boosting turnover. In addition, manufacturers are continuing to focus on their export businesses.

Further information on Kind + Jugend and the range of services available can be found at: www.kindundjugend.com

In the following pages of our Kind und Jugend supplement, you will find an exclusive interview with Markus Oster, Vice President of Business Unit Communications, Art and Fashion, Koelnmesse GmbH alongside stand and product information from an exciting range of  exhibitors. All this in addition to a handy floor plan and UK exhibitor list - don't leave for Cologne without it!

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