The kid’s lifestyle market is booming, so let’s take a deeper dive into it with expert insights from Grethel, the genius behind the blogzine Design Hunger. We interviewed her to explore what categories are standing out now and which will be important in the future. She’ll share her background, a little more about Design Hunger, and where the kid’s lifestyle market is heading. Let’s jump right into the world of design!

Please introduce yourself and Design Hunger.

Hello, I’m Grethel, founder of Design Hunger magazine and UNIKA Studio. With years of experience in fashion, production, and marketing—especially within the global children’s industry—I’ve had the privilege of working across diverse markets worldwide. Our offices are based in Lisbon, but our reach and readership are truly international.

Driven by my deep passion for design, I created Design Hunger as a platform to celebrate and explore creativity in its many forms. The magazine curates innovative, thought-provoking content that spans fashion, art, and design, showcasing emerging talents alongside established names. Our goal is to foster a community of creatives who inspire and push the boundaries of their fields. Through Design Hunger, we aim to be a voice for design innovation and to inspire a global audience.

We also support brands with their image, design, web and communication through our design and advertising agency, UNIKA & consulting.

What drew you to the design universe?

My journey into design began with my studies in fashion at ESMOD Paris, but it was in Barcelona where my passion truly deepened. While working at a family concept store, I had the privilege of learning from an owner who was deeply passionate about design. Her mentorship opened my eyes to design beyond fashion, and from there, my interest evolved into a genuine love for the entire design world.

As an expert, how has the children’s lifestyle market evolved since you launched Design Hunger?

The children’s lifestyle market has experienced significant growth in the past decade. When I first started, there were only a handful of design-focused brands for kids, particularly in furniture. Today, there’s a much wider variety, offering parents more choices that emphasize quality and aesthetics.

A key shift has been a move towards mindful consumption—people are investing in fewer, higher-quality products that are sustainably made and built to last. There’s also a growing preference for spending on lifestyle and design over fashion, especially since the pandemic, as families prioritize creating thoughtful, lasting spaces for their children.

What do you think has driven these changes?

Over the past few years, there has clearly been a shift in how people live. With many spending more time at home, there’s a growing focus on creating spaces that are both functional and beautiful. People are placing greater value on their interiors, seeking products that enhance their living environment and reflect their personal values. This includes prioritizing quality, sustainability, and thoughtful design over quick, disposable purchases.

What are some of the children’s and family lifestyle categories you think will become more important in the next 5 years?

In the next five years, I believe sustainability will play an even bigger role across all children’s and family lifestyle categories. Products that are eco-friendly, ethically made, and designed to last will continue to grow in importance. Categories like sustainable furniture, modular play areas, and multi-functional items that adapt as children grow will likely gain more attention.

Wellness will also be a key focus—both physical and mental. We’ll see more products geared toward promoting mindfulness, outdoor activities, and spaces designed for relaxation and creativity. Technology integration, particularly in educational tools and smart home devices that cater to family needs, will also become more prominent as parents seek balance between screen time and active, engaging experiences.

How do you think the children’s market will continue to evolve?

The children’s lifestyle market is constantly evolving, with new trends emerging every year or two. Recently, we’ve seen a significant rise in the popularity of natural cosmetics for kids and babies, reflecting a growing awareness among parents about the ingredients used in products for their children.

Looking ahead, I believe there will be a heightened emphasis on educational products that foster creativity and critical thinking. As parents become more concerned about the impact of technology, particularly with advancements like AI, they will prioritize tools and resources that promote active engagement rather than passive consumption. This includes products that encourage hands-on learning, imaginative play, and emotional development, helping children navigate the digital landscape without losing their innate curiosity and creativity.

How would you recommend brands help their products stand out in the kid’s lifestyle market?

Embrace authenticity and transparency in your brand message. Offer products at fair prices that reflect their true value while showcasing your creativity. Instead of chasing fleeting trends, focus on developing unique solutions that genuinely meet consumer needs. Avoid manufacturing artificial demands; instead, concentrate on creating essential products that enhance everyday life and resonate with your audience.

As for buyers, what is some advice for curating a lifestyle selection in their store?

Source. Go to fairs. Discover new brands. Don’t just buy what you see everywhere. Be curious, innovate.

Which product category is unmissable for the modern family?

Decor of course. An innovative product is always welcome, something that meets a true need.

What led you to focus on the kid’s lifestyle market as well on Design Hunger?

After taking a break from the children’s market for a few years, I founded Design Hunger. During that time, I realized how much I missed the vibrant and dynamic nature of the kid’s industry. I truly enjoy working in this sector; it feels less serious and more playful compared to the adult market, allowing for greater creativity and innovation.

What are some of your favorite kid or family lifestyle labels right now? Why these ones?

I love Ferm Living, they were my first design crush and one of the first brands in the market. Garbo&Friends has a very unique style that I love too. Nobodinoz has a sincere commitment to sustainability. I love EO, they have the coolest chairs for kids. Sticky Lemon always has the boldest color combos. Oeuf NYC and Kalon studios have stunning furniture lines, too. OYOY, Minois… I could go on forever!

What is something we can look forward to seeing from Design Hunger in the future?

Very soon we will be releasing 8 Christmas shopping guides with gift ideas for all kinds of budgets, for babies, kids, home and adults. And, we are opening our Broadcast channel on Instagram, full of exclusive content and insights! There will also be plenty more travel guides and interviews to come…

Thank you to Grethel for sharing these insights on the kid’s lifestyle market! We hope you’ve gained a deeper understanding of where the market is and where it is heading. Stay tuned for more from Grethel and her Design Hunger Team on their website and Instagram, and don’t forget to keep an eye out for the Design Hunger Prize winners that will be chosen by Grethel at Playtime Paris as well! Find last season’s winners here before meeting the next ones January 25-27.

At Playtime Paris and Playtime & Kid’s Hub New York, we have a large selection of brands that range from decor & lifestyle to toys & leisure, babygear to wellness & care, as well as parenthood, accessories, fashion, and shoes. Get your pass to come explore them all this winter and make sure your store has the essentials for the modern family!

Header image from Oeuf NYC; all other images from Design Hunger