We Like(d)
Press And Content Creator’s Favorite Brands From Winter 2025 
Each season, Playtime Paris and Playtime & Kid’s Hub New York are highly attended by leading members of the press and international content creators on the lookout for tomorrow’s top trends. These experts explore the aisles of hundreds of amazing brands from around the world in search of the essentials for their kids and their readers. Given the expertise these members of the industry have, press and content creator’s favorite brands can be great indicators of future must-haves.
Let’s take a look at press and content creator’s favorite brands from the winter editions of The Big Small Shows to discover some of the essential labels for the upcoming seasons!
The dynamic duo of Petra and Enrico from Scimparello are recognizable each season in the aisles of the show! Their positive energy flows along with them as they explore new collections from brands. As an independent magazine focused on capturing the magic of childhood, Scimparello is a valued resource within the children’s industry.
At the winter edition of Playtime Paris, many brands caught their eye! Among them were the striking unisex collection from Main Story and the knitwear and basics from Mabli. They also loved the new collections from The Bonniemob, MarMar Copenhagen, Sproet & Sprout, Fliink, The Campamento, and C’era una volta this season. Brands offering a wide range of products like Donsje Amsterdam and Halcyon Nights caught their attention as well! The stuffed animals at Dimpel were another favorite, as were the parenthood products at Momset and Binibamba.
Lemon Magazine’s team was at Playtime Paris once again this season! Their team brought a playful element to each stand they visited, adding to the pleasant atmosphere throughout the show. Made for modern parents who are looking for the latest in fashion, lifestyle, and travel, Lemon Magazine is a trendsetter. Keeping in mind that their readers are often working in addition to being parents, their articles are made for the whole family to grow and learn from.
This season, the first timers in the Singular space really caught the attention of Lemon’s team, notably Pastèque Family and Amigos Footwear. As for fashion, Mini Rodini, Cos I Said So, Flab Kids, We Are Wovens, Undermonkeys, Bachaā, Wolf & Rita, Småfolk, and Tom & Boy were some of the labels that stood out!
As the leading destination for design addicts everywhere, the expert eye of Grethel, the blogzine Design Hunger’s founder, is unparalleled! With exceptional attention for details, we’re always excited to see who stood out to her. We’re happy to know she feels excited for the show too, given what she said of the winter edition: “Playtime Paris was an absolute highlight! We reconnected with amazing people, discovered new and exciting brands, and had the pleasure of meeting the Design Hunger Prize Winners in person! It was a weekend filled with fresh creativity, inspiring conversations, and unforgettable moments.” We couldn’t agree more!
As for some of those brands, among the lifestyle selection she was especially drawn to We Are Gommu, Toyto, Petites Pommes, Ooh Noo, Studio Noos, and Rivedroite Paris this season. Fashion labels like True Artist, Gingersnaps, Mumzers, Rylee + Cru Collective, Jenest, Duloua, Sunchild, Tumble ‘N Dry, and Arsène et les pipelettes also stood out.
As one of the leading global networks within the kid’s fashion industry, Junior Style is an outstanding resource for emerging and established brands trying to connect with consumers. From trade show reports to fashion editorials, Junior Style is a trusted resource within the market for professionals and passionates everywhere. This season, they sent their teen ambassador, Noa, to explore the aisles of Playtime Paris and select her favorite products. You can discover them all here!
In addition to Noa’s picks, brands like Caramel, Morley, The New Society, Paade, and Designers Remix Girls stood out. Outerwear at Montereggi and East End Highlanders were another two of their favorites! They also loved the unique covers for bike helmets from the brand Helmut Cover. The first timers trend space caught their attention, especially the knitwear from Atelier Rive.
Katie, the cheerful curly-haired expert behind Pirouette and Directory, was at the shows in both Paris and New York! Her expertise is on full display within both of her projects, with Pirouette as a leading resource for industry news and the Directory acting as the kid’s industry’s yellow pages by empowering professionals to connect with one another. From interviewing French brands to releasing daily reels while in NYC, Katie was busy meeting with brands and visitors from around the world at The Big Small Shows this season!
In addition to the fabulous Frenchies, brands like Sticky Lemon, BaYìRi, Loumio, Brunobruno nation, and Bobo Choses stood out to Katie at Playtime Paris this winter. As for New York, some of her favorites were Shade Critters, The Sunday Collective, Wild Wawa, Organic Zoo, and Petite Plume.
For more than 100 years, Earnshaw’s Kids has been an industry mainstay within the children’s universe. Known for their cutting-edge vision, their Earnie Awards given out each year have been a coveted prize for both brands and retailers. Marking them as leaders in the industry, Noelle (Earnshaw’s Vice President and Publisher) attends each edition of Playtime & Kid’s Hub New York to pass out table cards identifying the nominees or winners of these awards.
In addition to the Earnie Award winners from 2024, Noelle’s eye was caught by the striking fashion at Mia New York and the furry friends to be found at Mon Ami. Rachel Riley, Joy Street, Apple Park, Little Me, and Wee Ones were a few of her other favorites.
Magie des enfants, Luna Mag, and Petit Style also visited Playtime Paris this winter! A few of their favorites included Morning Mess Therapy, The Cotton Cloud, and they loved the Sumptuous fashion trend space. MilK Magazine’s team was in Paris as well to curate their Dressing Idéal for the season, which you can discover in full here!
Focused on sharing soulful moments in the content she creates, @bellacrusoe loved the stylish shoes from Bundgaard and Pèpè. The dreamy collections of C’era una volta and Tangerine caught her eye as well! She loved Mini Kyomo’s watches too, finding the neutral tones she favors among their assortment. You can see a day at Playtime Paris through her eyes here on her Instagram!
Mother and photographer Claudia visited the shows in both Paris and New York this season with her daughters Valentine and Olivia! As the creative behind the account @olivalclauca, Claudia and her daughters have a well defined sense of style. In Paris, they loved the unique products from Gugu, Waterplops, Stick Me Baby, and Okky eyewear. The fashion collections from Happymess, Maison Mangostan, and Jelly Mallow also drew their eye. In New York, they met with C’era una volta and discovered amazing accessories from Pierced Co, Lilies & Roses, and Pip Pop Post this season. We loved having the three of them at both shows this winter, and have more exciting things from them coming soon… 😉
@unepetite.touchedhar creates stunning images with her little ones. This mother of two celebrates life, love, and color on her feed, and we can see it translated in her favorite brands of the season. The playful lifestyle label Amour Tempête drew her in with their cloud-shaped wellness products. LiLiKiWi was another wellness label that stood out to her, while the endless creativity with products from Ara Creative were irresistible. As for fashion, Les Petites Choses and Oilily were some of her favorites!
A mother and photographer, @ana.zilhao creates beautiful content from her home base in Lisbon. She loved the lifestyle trend space at Playtime Paris that was styled by Fanny Le Gac from Club Sourire. In it, modern accessories, home goods, and toys from exhibitors were paired with vintage pieces. Ana also loved exploring the fashion trend spaces, and the latest collection from Sticky Lemon.
Shay, the photographer and mother behind @playfulmodernkids, visited Playtime & Kid’s Hub New York with her sons Adonay and Adonis. The content they create as a family along with her partner Fran represents their distinct sense of personal style, which you can read more about in our interview with Shay here! One of their favorite items was the collaboration between Naturino and Flower Mountain. They loved meeting Roarsome, while The Campamento and Scotch & Soda are some of their longstanding favorites. Take a look at the show through this stylish family’s eyes on their Instagram here!
The mother and artist behind @joniandthelads strapped on her stylish little assistant to attend Playtime Paris this winter! Along with her lovely little daughter, Joni loved the new collection from Repose AMS. The knitwear from Mabli and Birinit drew her eye, as did The Sunday Collective’s collection. In the New Now space, they also loved the beautiful dresses from Meerra.
@justine.bond is a mother of two (three counting their dog!) who loves sharing her colorful vision of childhood with her followers. She loved the striking new collection from Goldie + Ace this season! The stunning artwork from Samia Hilal in the Sumptuous trend space was also one of her favorite discoveries. Ella and Rapha, Baby Mocs, and Konges Sløjd all had collections she loved as well.
With a strong focus on eco-conscious living, @janastacca shares her outfits, food, and parenting with her followers. She loved the interactive loom at Misha & Puff’s booth this winter in Paris, and of course their new collection! The creative workshop for kids hosted by Ballon Nectar was also a special moment for her and her family. Products from ecoBirdy, Bebe Organic, Angulus, and A Basic Brand also represented her vision of childhood.
As a mother and interior designer, @marina_decoration has a unique appreciation for design details and materials. The outstanding products from Alwero and Holmm really stood out to her at Playtime Paris. Recycled materials at Méduse and the craftsmanship of brands like Kidiwi and Collégien also caught her attention!
The vision of childhood that @wonder.andwild shares with her followers is soft and centered around nature. With a particular love of craft and handmade products, the brands Hello Lupo, Yaarn, and Little Casimir were some of her favorites. The Kinship fashion trend on display at Playtime Paris really resonated with her, too.
Celebrating motherhood and a life by the sea, the moon mama behind @mel_issab loves sunny colors and durable products. The shoes at Bisgaard and swimwear from Lison were some of her favorite finds in Paris this winter. The strong new collection from American Vintage was also one of her favorites with its neon pops of color!
@nataliaswarz is a mother and all around creative who loves creating magical spaces. The content she shares on her Instagram is all about natural materials and motifs inspired by flora and fauna. She loved discovering the artwork of Camille Longuépée in the Kinship fashion trend space this season. The rounded wooden forms alongside silhouettes in natural hues perfectly aligned with her vision.
Danish mother of three and photographer @frejatroelsen visited Playtime Paris again this winter! Having given us a personal glimpse of her vision of childhood in this photoshoot last season, it was no surprise her attention was caught by the whimsical work of Elsa Dray-Farges. As for fashion, collections from Bobo Choses, Piupiuchick, and Minimalisma were some of her favorites.
@lolitaurore is a passionate mother that loves to share her family’s adventures with her followers! Passionate about both kids’ fashion and lifestyle brands, it’s no surprise she had several favorites in both categories at Playtime Paris. The versatile backpacks from O’caou and the bold outerwear from Pyrenex were two of her favorites. She also loved discovering collections from 26 Paradis, Loir, Blundstone, Emu Australia, Urban Apple Pie, and Ao76. See the show through her eyes in this reel on her Instagram!
Passionate about sharing her life as a mom with her followers, @iizasuper puts a particular focus on sharing her kid’s rooms and baby fashion on her feed. She loved the wellness products from Alma Babycare this season with their clean ingredients. The colorful collections of brands like Kid Story, Yuki, Favorite People, and Claude & Co also grabbed her attention in Paris.
@olesia.nyc lives in New York City itself, and puts an emphasis on movement and mindfulness with her Instagram feed. She visited Playtime & Kid’s Hub New York for her first time this winter, and was so excited about the brands she met there! She loved the sweet lifestyle products from Maileg and the handmade products from BabiSabi. The collections from Magnetic Me, Sweet Wink, Three Wildflower’s Design, and Momiji also really stood out to her. You can take a peek at her visit of the show thanks to this reel she posted!
Thank you so much to all of these amazing professionals and passionates from the kid’s industry that visited the winter shows! We look forward to sharing some of the press and content creator’s top finds each season. Seeing what brands were press and content creator’s favorites is a key step for identifying some of the leading labels of the season. While we sadly can’t cite them all, we hope you’ve enjoyed this glimpse at the press and content creator’s top picks from Playtime Paris and Playtime & Kid’s Hub New York Winter 2025!
We look forward to coming together again soon for the summer editions! In addition to more press and content creator’s top brands, you’re sure to enjoy plenty of surprises that are already in the works! Stay tuned for information coming soon…
