The latest trends in baby & kids | Trademart
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Keeping up with trends in the baby & kids sector: it might sound like something for the big players, but it’s just as relevant for your store or webshop. After all, trends tell you what parents want, and once you know that, you can respond to it smartly. Curious about what’s currently moving in the sector? We’ve listed the 5 most important trends for you, so you can always offer your customers the very best.
1. Color is back
A neutral children’s room radiates calm and harmony. Beige walls, wooden toys and the occasional plant therefore remain a popular choice for many parents. But as a reaction to minimalist interiors, there’s now a growing demand for more color, more character and more personality. And that's something you can respond to with your range.
Colorful prints, playful motifs and expressive silhouettes that bring out a child’s personality: parents are increasingly making a conscious choice for these. Whether in interior design, toys or clothing. Did you know that bright blue, cheerful orange and playful pink are among the trend colours for spring and summer 2027?
Timeless basics in your range are definitely a good idea. But if you're not so keen on that "beige latte frappuccino" style, now is the time to embrace color and take your customers into a world full of wonder, energy and character.
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2. Analog play
In a world full of screens and other digital stimuli, parents are increasingly opting for toys that spark wonder and stimulate creativity. Think of puzzles, construction sets or building blocks like those from Belgian brand Moes. Children's books also remain a staple in any assortment. And outdoor toys, of course, are always popular.
This philosophy extends into the children’s bedroom too. Parents want an environment that supports growth and discovery. Multifunctional furniture is the perfect solution: think of the playhouses and bunk beds from Lifetime, which offer children endless fun as well as a comfortable place to relax.
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3. The importance of sustainability
The sensitive skin of babies and young children requires soft, comfortable clothing. Do you offer your customers products that are free from harmful substances? If so, you immediately put their minds at ease and build trust. And that doesn’t just apply to clothing: furniture and decoration, toys, and tableware deserve the same attention.
Sustainability also means products that last a long time. Parents would rather invest in quality once than have to replace items repeatedly. Products with a long lifespan give your customers the feeling they’ve come to the right place, and it’s a nice bonus that it’s good for the planet. Read more about sustainable baby & kids products.
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4. Comfort and quality as the foundation
No trend can replace comfort and functionality. On the contrary: parents are becoming more critical and would rather choose one high-quality product than several that they have to replace quickly. Conscious consumption is the new norm.
Products that grow with the family, that's what parents are looking for. In practice, you see this with Paidi’s grow-along beds or Lodger’s baby sleeping bags that are suitable for every season.
For you as a retailer, it pays to share those stories with your customers. Not just "what is this product," but "why is this the smartest choice for the long term."
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5. The rise of smart parenting
Trackers that monitor babies' sleep, smart baby monitors and feeding apps: "smart parenting" is growing. Younger parents in particular are increasingly using technology to make life a little easier.
At the same time, awareness is growing about the limits of this technology. Data security, the impact of constant digital monitoring and the effects of digital toys: these are questions parents are asking themselves, and they're also being picked up at European level. The new EU Toy Safety Regulation (EU 2025/2509) introduces stricter safety requirements for connected toys, which will come into force in phases through 2030.
By immersing yourself in the world of young parents and curating a high-quality range, you become the guide they need. Navigate them through all the options, answer their questions and recommend products that help them move forward. That's how you win trust and increase the likelihood of satisfied, returning customers.
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Discover the trends at Trademart
In our Baby & Kids department you'll find over 100 brands that translate these trends into concrete, high-quality products. Want to expand your assortment with the cutest children's fashion, sleep aids or nursery furniture? Drop by Trademart, get advice from our exhibitors and discover what your collection needs.