What drives the next generation of parents? What values, needs and lifestyles are shaping the products of tomorrow? As one of the leading international trade fairs for premium baby and toddler products, Kind + Jugend is teaming up with esteemed futures agency TrendBible to provide an exclusive preview of the top consumer and product trends for the coming year. Visitors can experience them firsthand at the trade fair in Cologne from 9 to 11 September 2025.
Four trends shaping the baby and toddler market in 2026
Freedom with safety
Young parents are increasingly questioning the ideal of the constantly present, overprotective “helicopter parent.” Rather than monitoring every move, they want spaces where their children can discover the world independently while staying safe. This “safe enough risk” philosophy is gaining momentum, prompting brands in the play, outdoor and wearables categories to create products that allow freedom without compromising safety.
“In 2026, we’ll see a growing shift towards ‘safe enough risk’ – where caregivers begin to embrace the idea that giving children space to explore and learn independently is just as important as keeping them safe,” explains Anri Hamilton, trend expert at TrendBible.
Products that inspire wonder
A new awareness of neurodiversity and the growing influence of AI technologies are paving the way for hyperpersonalised, immersive play, learning and storytelling experiences. At the heart of this transformation in product development are imagination, curiosity and creative freedom, brought to life through exceptional designs, captivating stories, and multisensory experiences. As Schmale puts it, “the industry thrives on diversity in design and attention to detail.”
Practical and well thought out
Faced with time and budget constraints, parents are increasingly looking for products that combine convenience, sustainability and smart design with good value for money. They want durable, multifunctional solutions that adapt to everyday family life, grow with the child and bring joy. Jörg Schmale shares some examples – “There are some truly exciting ideas and solutions out there, such as suitcases that transform into strollers, bags that open into play mats, customisable twin strollers and bike trailers that convert into comfortable wagons in just a few simple steps.”
Sustainable material innovations
Biodegradable materials made from cellulose or food waste, safe plastic alternatives and sparkling textures with a wow factor feel – the industry is finding bold ways to combine environmental consciousness with engaging product experiences. Brands are placing greater emphasis on sustainable supply chains, smart material choices, and AI-powered production processes to balance quality, availability, and cost-effectiveness while reducing waste.
Tangible trends at Kind + Jugend 2025
At Kind + Jugend 2025, the featured trends are not just abstract concepts – they are tangible. As a driver of innovation in the industry, the trade fair in September creates a platform where forward-looking (product) developments can be seen, experienced and talked about.
In the new Trend Space (Hall 11.2), trade visitors from around the world will have the opportunity to receive a one-on-one consultation with Stefan Barksby from TrendBible, and also discover a wealth of real-world trend applications from over 800 exhibitors representing more than 40 countries.
In addition, the Innovation Award ceremony, including the special Midwives’ Choice award in the Europasaal, the accompanying Innovation Award Exhibition (Hall 11.2), and the New Product Trail (Hall 10.2, Stand F40), will provide guidance and inspiration for the retail trade.
Further information about the event program and highlights at Kind + Jugend 2025 can be found here.
