Work Hard, Play Hard

As Earnshaw’s April/May Centennial issue hits the stands, the folks behind Playtime Paris are approaching a major milestone of their own: 10 years of bringing together the best and brightest in the children’s enterprise. The birthday bash will be held during the July 2-4 show at the Parc Floral, specifically on July 2, from 6:30 to midnight (after the show closes for the day.) Exhibitors, press and others will be invited to share in the joy. “We really want a celebration that will include everyone who is a part of the Playtime family,” says Sebastien de Hutten, director of Playtime trade shows. “We’re proud to have supported retailers and small brands, offering them a nice event to develop their business.”

“En Route” trend space from Playtime Paris’ 18th edition.

Since its Parisian launch in Winter 2007, Playtime has become an industry “must.” With record growth in brands/visitors, the trade show has racked up an astounding international visitor profile, garnering more than 7,000 professional visitors representing 69 countries. Playtime’s success even led to its expansion of including two more shows: Playtime Tokyo and Playtime New York.

The first edition of Playtime Paris in February 2007.

The company was born after Horensia de Hutton, mother of Sebastien de Hutten and Marie Czapska, envisioned a show solely dedicated to the children’s universe. The idea of presenting a complete range of products from clothing to accessories, baby gear, gifts and home décor was very new at the time Playtime Paris was launched. “Now we see that retailers are developing more and more concept stores where you can find clothes next to kitchen furniture,” explains de Hutten. “Because people are looking for an entire curated lifestyle, and not only clothing.”

Bugaboo attracts a crowd at the 19th edition of Playtime in January 2016.

The big birthday bash notwithstanding, Playtime is working hard to meet the demands of an ever-changing marketing environment. While the company recognizes buyers are taking fewer orders at the shows, they firmly believe the shows continue to serve as a primary place where professionals get together, interact, collaborate and gain new perspectives and inspirations.

Aisles appear pretty in pink at the 19th edition of Playtime Paris.

At the same time, the trade show giant is no stranger to the digital age and has welcomed it with open arms. Two years ago, Playtime decided to branch out by developing an online trade show called Playologie (www.playologie.com), as an additional service that allows professionals to focus on experiencing trade shows and order later online. Playtime is also developing a smartphone application, which will replace the usual printed catalog in Paris this summer.

So here’s to you, Playtime Paris. Thank you for bringing us together year after year.  Keep up the good work (and play!)