“Playtime Berlin should not become a second Playtime Paris”
From 23 to 24 January 2018, the Playtime children’s fashion fair welcomed buyers and the press to the Palazzo Italia on two floors for the second time in Berlin. Therefore, the organizer deliberately chose a time outside of Berlin Fashion Week to present the AW2018/2019 collection. The reason for this was to better integrate the fair into the calendar of international children’s fashion fairs.
“We decided not to take place at the same time as Fashion Week Berlin in order to give the pret-à-porter brands more time,” explains Sébastien de Hutten, the fair’s director. “The numbers now suggest that we are part of this event which will be next summer,” he continues to explain.
Many new exhibitors presented themselves in Berlin
A total of around 120 brands presented their products in the spacious Unter den Linden location, 45 percent of which came to the trade fair for the first time. Among others: Iglo & Indi, Jooseph’s, Ocra, Pompom and Tom Joule. However, there were not only new additions in the Fashion and Children’s Shoes section (the two segments correspond to around 75 percent of the exhibitors). Playtime also presented a wide range of internationally renowned brands in interior design, accessories and gifts. A selected and complementary selection with more than 23 different nationalities, most of them from Europe (68%) and Germany (22%), but also many from China, South Korea, Canada or the USA. In total, there were 738 professional visitors, less than in July 2017, which can be explained by the choice of date and time.
Here, too, it is especially the selection of brands from the various areas (fashion/interior/accessories) that make up the conclusive playtime concept in Berlin. Playtime Berlin should not become a second Playtime Paris, we’re working on a second Playtime Paris in another format which should give the brands the opportunity to conquer the German and Eastern European market,” explains the organizer.
The extent to which the Berlin location will be able to establish and assert itself for Playtime alongside the Paris, New York and Tokyo locations remains exciting.
Image: Luna Journal