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Kind + Jugend took place last week from 14.09.17 to 17.09.17. In light of these four active days, the fair can look back positively. With an exhibitor growth of 5%, 1232 exhibitors from 50 countries participated in this year’s edition. The 22,500 trade visitors from 113 countries also made for a slight increase of 2%. This year saw a marked increase in internationality on the visitors’ side.
Last week, decision makers from all trade channels met and used the world’s leading trade fair for children’s and baby equipment to get an overview of the trends, innovations, and new products in 2017. A growing internationality was clear. More than 87% of exhibitors and 75% of visitors came from abroad. However, while the number of visitors from abroad rose by 75%, there were slight losses in Germany. There was significant growth in the number of visitors from Eastern Europe (+ 25%), Asia (+ 30%), and Central and South America (+ 30%).
“Kind + Jugend has once again confirmed its international position. It is the central hub and trendsetter for national and international business alike. In addition, we consolidated our position as the leading trading platform through a moderate increase in exhibitor and visitor numbers,” says Katharina C. Hamma, Managing Director of Koelnmesse GmbH.
Distribution of the product segments
To achieve a better division of the product areas this year, the exhibition area was expanded to include Hall 4.1. Thanks to this 110,000 m2 increase in floorspace, the fair achieved a targeted bundling of the individual segments and a greater depth to the themes. The implementation of the new booth distribution was welcomed by visitors and exhibitors alike. In addition to their own product range, for example, Recaro Child Safety presented their new sales and marketing strategy at Kind + Jugend, under the slogan “Excellent Parenthood”. “In the new Hall 4, we successfully launched our new marketing campaign with a new booth. The hall was very well received by the visitors and we had significantly more customer contacts than in the previous year. Overall, Kind + Jugend was a great success for us and confirmed its position as one of the world’s leading fairs. We look forward to meeting customers from more than 50 countries all in one place at the same time next year. Congratulations to the fair team – everything worked well and it was a great experience,” says Ralf Kindermann, Managing Director of Recaro Child Safety. Stan Vermeulen, Managing Director of Joolz, also said: “For us, Kind + Jugend is always the highlight and the most important fair of the year. The whole team comes together, the atmosphere is great, and the visitors are full of enthusiasm. We were very happy with our new location in Hall 4, and had more visitors at the booth than in previous years.”
Trend themes at Kind + Jugend
At this year’s Kind + Jugend, digitalisation was one of the top themes linking together many products. From scales, digital sleep monitors, high-tech pulse-measuring socks, baby videophones, heating controls, and camera monitors, smart helpers to take care of baby are a growing and integral area of the children’s and baby equipment industry. For the new generation of parents, there is a growing demand for devices to check and measure things. Above all, the devices presented could be connected to other devices, which allowed a smartphone connection. The 100 m2 special area “Connected Kidsroom” was especially exciting in this regard. This theme world was specially designed around the topic of digitalisation. This area featured the latest digital helpers, such as app-controlled products from Z-Wave, E-zzy, Luvion Motorola, and Schardt. All of them deal with the topics of Smart Nursery and Smart Home.
The trend continued for high-quality, design-oriented products that meet parents’ desires for more individuality with high functionality. In addition, whether it was pushchairs, car seats, or children’s furniture, another trend was multifunctional, growing equipment that offers great comfort and safety. Sustainability played a central role, which was reflected in the use of natural and biodegradable materials. The children’s furniture area was particularly colourful. White or pastel tones were in focus; however, grey is the colour of the year. For the pushchairs and car seats, grey pulled together the mixture of muted and strong colours.
Visitor rating shows: top quality throughout
Around 86% of the surveyed trade visitors expressed a positive or very positive opinion of the trade fair’s exhibitor offer. The satisfaction of the trade visitors at Kind + Jugend 2017 as a whole was also high: 86% of the interviewees were satisfied or very satisfied with how they had achieved their visitors’ goals. The recommendation rate confirmed this result: 93% would recommend to a good business friend that they visit the leading trade fair for children’s and baby equipment.
Award winners: The winners of the Kind + Jugend Awards 2017
Particularly beautiful and innovative products were among the nominees of the KIDS DESIGN AWARDS. The best prototypes from ten young designers were presented as part of the award ceremony at Kind + Jugend. This year, Yijung Du from China won with her product “Behind the Mountains”. “Behind The Mountains” is a swivel chair and playground in one. The Münster School of Design graduate’s design consists of two elements: a rotating inner part with a swivel joint, and the static part designed as a lake.
Another of the highlights of the global trade fair was the presentation of the Innovation Award, which is a Kind + Jugend tradition. Five innovations are nominated in the eight categories, with one being chosen as the winner. The 2017 winners at a glance:
World of Moving Kids
- Heetee Power System – Heetee Baby Company (Great Britain)
World of Travelling Kids
- BeSafe iZi Flex FIX – HTS BeSafe AS (Norway)
World of Moving Kids & Travelling Kids Accessories
- Jule’s Bag – Sofamo – Papa, Maman et Moi (France)
World of Kids Safety at Home
- Stair Trainer – Mippaa BV (Netherlands)
World of Toys Crawl Toy
- Skip Hop (USA)
World of Textiles
- My Skin Sensitiv – Angelbaby ltd (Bulgaria)
World of Kids Care
- Sweatbeat – Miniland (Spain)
World of Kids Furniture
- Evolu 180 – Childhome (Belgium)
The next Kind + Jugend will be held on 20-23 September 2018.
Image: Andrey Dallmann, Luna Journal