Playtime prioritises curation over expanding Paris trade show space

Playtime is choosing not to expand its Paris exhibition space, focusing instead on curation, relationships with brands and buyers, and digital services. In an interview with FashionUnited, directors Sébastien de Hutten and Chantal Danguillaume outlined the kidswear trade show's priorities ahead of its 20th anniversary in 2027.

De Hutten said Paris has around 300 brands and is the right size for the current market. The organisers are concentrating on their major Paris and New York editions rather than launching permanent, large-scale fairs in other countries. Danguillaume said new brands generally account for 20 to 25 percent of the trade show's offering, with selection considering differentiation, business development and coherence between pricing, manufacturing and brand storytelling.

Buyers are moderating purchases because of cash-flow pressures, Danguillaume said. Brands are responding with deadstock and staggered deliveries, while boutiques retain larger budgets for established relationships but continue seeking newness. De Hutten said Playtime's online platform was designed to extend relationships beyond physical events and help brands reach international markets.

Why it matters For kidswear brands and multi-brand retailers, the directors' account highlights the importance of distinctive collections and flexible purchasing arrangements. With exhibition space held steady, brand selection remains central to participation, while digital showrooms offer a way to maintain buyer relationships between fairs.