With 78 per cent of the participants coming from abroad, the trade fair once again generated positive momentum for the sector. "International audience, participation of important decision-makers, good order-placing activity" - these were the general impressions of many exhibitors, said organisers. 

Oliver P. Kuhrt, Executive Vice President of Koelnmesse GmbH, was very satisfied with the fair: "It was a great success - especially in the economically difficult times that we are currently experiencing. With its outstanding internationality and record number of visitors, Kind + Jugend is underlining its position as the leading international trade fair for the sector."

Keen to make a few observations of my own, I paid a flying visit to the fair on Friday 18th September. First stop was ERGObaby, where Sue Wight and I met with Nicola Matthews to discuss the company's range of baby carriers and its plans for expansion into the UK market. Designed by owner Karin Frost, carriers in both the standard and organic ranges have undergone extensive testing by tens of thousands of parents. 

Nicola explained that the carrier design supports a natural sitting position for babies, eliminating any compression of the spine and hips caused by unsupported suspension. The baby carrier also balances the baby's weight to parents' hips and shoulders, alleviating any physical stress for the parent.

ERGObaby's stand was alive with visitors and Nicola - Account Manager for the UK and Ireland - was pleased. She explained that while the product was hugely popular in countries like the US and Germany, distribution was still very much in its infancy in the UK. An aspirational lifestyle product, it is definitely one for UK retailers to consider.

Over at Mamas & Papa's, Nicola Hodgson was rushed off her feet! She welcomed Sue and I onto the stand, before asking us to take a look at the brand new Mylo. This super stylish travel system is fully customisable with a warm palette of colours to choose from - Black Jack, Dove Grey, Lime Jelly, Plum Pudding, Raspberry Ripple, Sandcastle and Welly Green. 

The Mylo comes with a range of accessories, including a sleek and stylish saddlebag, a blanket boasting all the colours of the Mylo rainbow, a changing bag, footmuff, compatible travel system, parasol, raincovers, sunshields, a stand for overnight sleeping and a toddler handle and cup holder. The perfect fusion of fashion and function, I expect these to sell like hot cakes at retail next year.

Over at Dorel, Andrew Ratcliff was another happy exhibitor, his stand so filled with visitors that we had to speak up to be heard! With brands like Quinny, Maxi Cosi, Safety 1st, kub, hoppop and Baby Art under its umbrella, its not hard to see why Dorel has become such a household name within the industry.

From one busy stand to another, at Concord we met with the lovely Sue Wilkins from Panache PR who introduced us to Managing Director Jans Kache, Sales Director Henrik Liedberg and Marketing Manager Nicole Hahn. Concord child car seats, buggies and kids' furniture were available in many new designs, equipped with materials bearing the ‘Proved Materials' seal. 

Concord introduced a new child car seat for Seat Group I: the Concord Absorber, while in Seat Group II/III it launched the Concord Lift Core.

Talking of the Concord Transformer meanwhile, Sue said: "It's not cheap, but it is beautiful" and indeed, having won an innovation award from the show organisers, it clearly boasts a range of features that make it a safe, stylish and reliable choice all round. 

The Moving line featured the Concord Fusion and the Concord NEO, each with a new, especially eye-catching model. Known as Fusion Quantum and NEO Quantum, they are equipped with a matt black aluminium frame. In addition, they come with many practical accessories such as a parasol, mosquito net and carry bag. 

Sue Wilkins explained that as the most expensive pushchair there is, the NEO has sold very well into the top end of the market, while the Quantum was designed to look like the NEO but without the hefty price tag to make its style more accessible.

The NEO Carbon Mobility Set had also been given a new look and Sue said that though it was not for every retailer, those with a certain customer base would benefit well from the range.

Having moved from one busy area to another, I decided to take a quiet stroll around the Innovation Award area. There were definitely some well deserved nominations in there - the Concord Transformer (which later won); Jackson Beazely's The Wean Machine; Dream Tubes, available from Hippychick, and The Gro Company's Gro Clock.

There were other products that I had never seen before that I really liked too, including the Alma urban cot by Bloom Baby (which also went on to win) and the Babyschwinger by Mira Art - a beach inspired baby swinger with a wooden frame, in the style of a hammock.

On my way back to main exhibition area I had a chance meeting with Belinda Balscheit Managing Director of Bellefiore, a company specialising in the distribution and sales of premium products throughout Switzerland and Europe and looking to expand. Showing me the Albetta and Mini Merino brands, Belinda explained why both are big in the gift market. UK buyers looking for something different would do well to find out more about this company.

Over at Healthquest, Managing Director Ashwin Mehta was keen to explain why all nursery retailers should stock his range of organic toiletries: "A range of toiletries is like a form of passive marketing. If you sell a buggy, the chances are that customer might not come back for a couple of years, but toiletries run out and have to be replaced, so you are giving them another reason to come back and spend again in other areas." Ashwin added that although organic toiletries began in specialist health stores, the more ‘switched on' retailers were coming round to the idea of stocking ranges like his.

Liz Newton, Managing Director of NScessity was kind enough to show Sue and I Difrax and Lassig. Talking of Difrax she said: "It has been a very good show - we are launching our new pastel shades and they have been well received. All our bottles have been produced under medical consultation and anti colic, promote optimum nutrition."

I loved the Lassig range of changing bags, which look more like fashion bags than changing bags. Whether in a gripsacks format such as the Shoulder or Urban Bag or "rather modest" like the Messenger Bags, which have a lot of space and boast exchangeable Front Covers, there is something to suit every lifestyle.

The exhibition was a real success for Kiddy in the UK. Daniel Kobryner had a succession of independent shops eager to stock the brand, and existing customers were back for more, ready to take on the two new ‘character' designs; pirate themed Capt'n Sharky and pretty pink Princess Lillifee. Kiddy has big plans to support the Indepedents in 2010 and is committed to ensuring the provision of top quality products and an excellent service."

I was very keen to visit the BPA British Pavillion, where a number of UK manufacturers were conveniently located in one area. Helen Wooldridge of Cuddledry was particularly pleased with the response: "It's been a brilliant opportunity to see our existing customers together with prospects from America, Japan and Russia. Sarah Firth from the BPA has been absolutely fantastic, it was so reassuring to know that someone was here setting up the stand and getting everything organized before we arrived."

Rob Law creator and Managing Director of Trunki added: "It's useful for us to be together - it makes it worth the buyers while seeing us all in one go." Rob and his UK Sales Chief Toby Davies asked us to take a look the range. The company's first product, the Trunki, is a ride-on suitcase that has been a huge success. It's reported that 2% of all children aged 3-6 in the UK now own one. "Our mission is to create a high quality range of children's travel products that facilitate the perfect journey," said his UK Sales Chief Toby Davies.

Brand new from Trunki and an Innovation Award Finalist, was the BoostApak, developed in partnership with JMDA. "The law requires all children under 12 years old or 135cm in height to use a booster seat, so it's important to have one to hand but it's hardly convenient to be carrying one around all the the time. BoostApak is the ideal solution; a spacious, hand-luggage approved rucksack which doubles as a booster seat, perfect for car pooling and family holidays," said Toby.

Over at OiOi, Simon Russell of Cheeky Rascals was also pleased with how the British Pavillion had performed: "It's been a good show. The BPA stand has acted as a focus for UK buyers, which has been great for the smaller guys." Paul Walters of Tippitoes agreed that having all the UK exhibitors in one place was a huge pull for buyers, adding that the quality of leads was very high.

Peter White, Chief Executive of the BPA added: "While at the show we had countless enquiries from other British companies wanting to take part next year and we are confident that those taking part in 2009 will be there again next year. This could mean a much larger presence for the UK in 2010." 

Peter Shaw from Hippychick concluded: "It's been an excellent show for us and we will certainly be re-booking for 2010. The British Pavilion has been the ideal way for us to exhibit in Europe in a way that ensures we have all the facilities of a larger stand, such as our own seating and refreshment area to take prospective buyers and support from the BPA. Now we are looking forward to BPA Baby & Child which of course has a different focus for us and where we can concentrate on meeting our UK customers."

The visitors were impressed by the products on offer at Kind + Jugend. A good 78 per cent of the buyers assessed the range of products on offer as good or very good and nearly 83 per cent of the visitors stated that they had achieved their trade fair objectives. Of the visitors surveyed, 75 per cent are already planning to visit Kind + Jugend 2010. This very positive response to the event resulted in over 95 per cent of the surveyed visitors saying they would recommend a visit to the trade fair to a close business associate.

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