← All field notes
FEBRUARY 15–18, 2026 · KIELCE
E-commerce is lowering the barrier for focused new children’s brands.
Many conversations came from idea-led start-ups using online channels to build their own brands. Ride-on toys and interactive plush products showed the strongest pull.
Observed at the fair
Signals from buyer conversations.
- Smaller founder-led teams were using e-commerce to enter children’s categories with focused product ideas.
- Buyers responded strongly to ride-on toys that could be explained quickly through form, function and positioning.
- Interactive plush created an immediate demonstration effect and encouraged longer booth conversations.
Commercial implication
How the signal changes the offer.
- Prepare low-risk sampling and clear first-order configurations for emerging brands.
- Support online channels with compact packaging and visual product differentiation.
- Use demonstrable play value as part of the product story, not only the specification sheet.