KIDS was a three-year EU-funded collaboration between cluster organisations in Denmark, Spain, and France. It responded to a growing need for European children’s brands to navigate increasingly complex global markets shaped by changing consumer behaviour, digitalisation, and sustainability demands.

The children’s and family market—valued at approximately €20 billion annually in Europe—is driven not only by children aged 0–12, but also by families as key decision-makers.

Today, the project’s outcomes are available as a collection of reports, market analyses, and hands-on learnings from international missions – offering companies a stronger foundation for future export and growth.

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