The KIDS Project creates opportunities to conquer new markets within the children's segment.

In 2023 and 2024, the KIDS Project will explore three international markets: USA, South Korea, and Chile. The target group consists of Danish, Spanish, and French children's brands, where we will explore new innovative opportunities for exporting products. Your company will have the opportunity to join a study trip, depending on your market interests.

Does this sound relevant to your business? You can already sign up for an interest list for individual trips. However, please note that this is not a final confirmation. You will receive a travel voucher covering some of your expenses, such as flights and hotel accommodations, while the remaining costs will be your responsibility.

Objectives

The overall goal of the project is to promote the internationalization of the EU’s children's industry by supporting the creation of a European children's cluster (KIDS ESCP-4). The purpose is to identify and capitalize on the most promising international business opportunities in the children’s and family markets. KIDS ESCP-4 will bring together SMEs, large companies, research and technology partners, public authorities, and academia into a unique European-wide collaboration platform for internationalization. Circularity, digitalization, and gender perspectives will play a key role in the project.

Target Group

The end-users of this market are children aged 0 to 12 years. However, families are also a key focus, as they are the primary decision-makers in children's purchases. Therefore, their consumer patterns, habits, and preferences must be integrated into business strategies. Some studies estimate the annual value of the EU’s children's market at €20 billion.

Agenda

9:00-9:20 – Introduction to the KIDS Project & Common Internationalization Strategy

Speaker: Heidi Svane, Project Manager at Lifestyle & Design Cluster

• Potential and opportunities for the European children's industry.
• Common internationalization strategy: Benefits, target markets, and support services.
• Market studies from the USA, South Korea, and South America.
• First mission: New York, followed by Seoul and Chile.

9:10-9:20 – Interview with Modu

Guest: Thor Vagner

• Reflections on the NYC business trip (interview).

9:20-10:00 – How to Make International D2C E-Commerce Profitable

Speaker: Max Riis Christensen, MakesYouLocal

• There is no doubt that international customers are online, on social media, marketplaces, and brand websites. But should your brand be there too? And can you do so while maintaining a profitable business?
• Join us in this webinar with MakesYouLocal, a company with 14 years of experience helping brands expand abroad. Their clients include DK Company, Mos Mosh, Skagen Clothing, Liewood, and many more.
• Key Topics:
• How to achieve profitable growth in international e-commerce.
• How to navigate between marketplaces, retailers, and your own webshop.
• How to efficiently handle returns and claims abroad – while keeping customers happy.

10:00 – Reflection & Discussion Among Participants

• Perspectives by MakesYouLocal.

10:20 – Break & Experience Exchange

10:30 – How to Get Started: Funding for Your Export Expansion

Speaker: Helle Satake (hsa@erhvervshusmidtjylland.dk)

10:45 – Learn from Their Export Experiences

Exporting within and outside the EU

Speaker: Sofia Issakainen, CCO, M A T ApS (www.miniature.com)

11:00 – Closing Remarks & Thank You

Four Danish companies participated in a study trip to New York with the KIDS Project:
Hoppekids, Modu, Op & Ned, and Resense Denmark.

These brands joined 12 other international companies in a visit that included:

• A major toy fair
• Retail exploration in American Girl, FAO Schwarz, Casper, Sloomoo Institute, and Scandinavia House

Key Findings:

1. Retail in New York is extravagant – stores offer immersive experiences, not just quick transactions.
2. Toy Fair USA – an event featuring 1,200 exhibitors and 30,000 visitors, mostly from American toy companies.
   • Danish brands like LEGO and Plus-Plus were among the exhibitors.
   • The focus is heavily on commercial appeal and licensing (e.g., plush toys and character-based products).
   • Innovation is limited, except for a few standout brands like Follies and Plan Toys.

Sustainability Trends in the USA

• The children's industry is highly regulated, with EU regulations being stricter than in the USA.
• European products are popular among American parents because they are perceived as safer due to rigorous testing.
• A survey from 2022 ("The American Consumer") found:
  • 82% prioritize durability.
  • 74% want products that are repairable.
  • 60% value social responsibility and whether the product is recyclable or biodegradable.

However, greenwashing and misunderstandings around recycled and bioplastic toys remain a challenge, particularly regarding traceability and transparency.

E-commerce and Digital Trends

• E-commerce is booming – the USA is the second-largest e-commerce market globally.
• A key strategy for international brands is finding the right local partners to navigate the market.
• Children are digital natives – platforms like TikTok, Snapchat, and YouTube heavily influence their toy preferences.
• Play remains essential – successful brands integrate play into their product experience.

Toy Trends in the USA (2023) – by Chris Byrne, "The Toy Guy"

MESH (Mental, Emotional, Social Health) – a post-pandemic trend focusing on children’s well-being through play.
Intergenerational play – toys designed for multiple age groups.
Screen-free learning – a growing interest in non-digital play.
DEI (Diversity, Equality & Inclusion) – e.g., dolls representing different skin tones, religions, and body types.
"Kidults" – increasing demand for toys aimed at adults.
Classic toys with a modern twist remain popular.

I oktober 2022 dykkede KIDS-projektet ned i det franske marked med en studietur til Paris.

I KIDS projekt har vi sammen med vores tre klyngepartnere, eksperter i børnesegmentet og 21 virksomheder fra henholdsvis Frankrig, Spanien og Danmark (Minmin Cph, Modu, Montana, Hoppekids, Sebra Interiør, Op & Ned), været på studietur i Paris.

Formålet var at udforske og bliv klogere på retail, internationalisering samt vores tre primære tematikker i KIDS projektet bæredygtighed, digitalisering og kønsneutralitet i børnesegmentet i Frankrig og generelt.

Turen bød på retail-tur til førende butikker inden for legetøj og tøj, besøg til Kid Expo messen og møder med online markedsplader. Derudover, afholdte vi en spændende workshop for de deltagende virksomheder omkring værdikædesamarbejder mellem dem, inden for cirkulær økonomi og digitalisering med tanken om at eksportere til markeder uden for Europa.

Det franske marked:

• JouéClub: stor spiller inden for legetøjsdistribution og sælger i høj grad lisens legetøj
• Smallable Family Concept Store: hvor flere danske børnebrands allerede sælger deres produkter: Minmin Cph, Kongesløj, Liewood, HAY m.fl. Konceptbutikken har også produkter til moren og familien generelt og har stærk online salg
• Bonhomme de bois: specialist retailer med fokus trælegetøj
• Greenweez: online markedsplads for “grønne” produkter også baby & børn. De søger konstant brands med bæredygtige værdier til at tilslutte sig deres platform
• Oxybul: er legetøjs distributør men producere også produkter selv. Har fokus på at bryde kønsopdeling inden for legetøj generelt og at bestemte farver skal ikke kun være for piger eller drenge samt også produkter fx en barnevogn for børn. Også fokus på at legetøj er ikke kun for leg, men også læring og udfordringer børnenes kognitiv hjerne