CMF Industry View: Babies & Kids 23/24

Soft, Serene & Safe

To help make the early years of parenthood as calm, easy and harmonious as possible, a soft and conscious aesthetic prevails, centred in soothing colours, plush textures and organic, responsible materials. Other innovations provide optimum protection and comfort for babies and peace of mind for caregivers.

Vintage Charm

Providing some intergenerational appeal, our ongoing obsession with all things retro translates into charming, vintage-inspired designs for youngsters. Whimsical patterns, warm retro colour, cosy textures and 70s references all feature, while time-honoured handicrafts and heritage cues lend products a treasured keepsake quality.

Empowering & Expressive

Many products and projects are helping kids develop a healthy and authentic sense of self by fostering creativity and self-expression. Print and pattern narratives are empowering and inclusive, while co-creation and do-it-yourself (DIY) strategies capture kids’ imaginations as refreshing new designs.

Playful Pragmatism

The power of simple forms and graphic colour is embraced in this kid-centric direction focused on practicality, accessibility, cognitive development and open-ended play. Playful colour accents provide directional cues, geometric shapes are stimulating, and colour-blocked spaces promote joyous and diverse experiences.

Lightening the Environmental Load

For eco-conscious parents, maintaining sustainable practices at home with youngsters can be challenging. Brands are helping lower the impact of childhood with better materials and products. Compostable textiles, hard-wearing biomaterials and toys made from waste are gaining traction.

The Great Outdoors

The importance of time spent outdoors drives a wealth of nature-infused products and spaces, designed to foster active lifestyles, encourage healthy habits and instil eco-friendly behaviours. Bugs, animals and gardening are major themes, while rough-hewn surfaces and organic materials offer sensory touchpoints. And sportswear and outdoor equipment are made playful, friendly and appealing.