The 11th ASEPRI Meeting, a unique event in Spain to promote the growth and innovation of manufacturers and distributors in the children’s universe, was recently held at the Feria Valencia Events Centre.
More than 100 attendees, companies, experts and institutions gathered to address trends, challenges and opportunities within the children’s products sector. Mª Eugenia García, president of ASEPRI and CEO of Micuna, commented on the birth crisis in Spain and the work ASEPRI is doing to study, understand and communicate this serious problem in the country. She also highlighted the spirit of the Meeting, a space created for attendees to learn, share experiences and connect.
Lores Segura, director of ASEPRI, reviewed the association’s calendar of international actions, focusing on strategic areas for the children’s products sector such as Latam and the Middle East. Erik Rovina, director of Creative Industries at ICEX, stressed the importance of diversifying markets and presented the new ICEX portal with AI to support the sector’s business network.
The day also included keynote speeches on geopolitics, AI, branding and social trends.
Juan Carlos Martínez Lázaro, Professor of Economics at IE Business School, gave a detailed analysis of how geopolitical and economic tensions affect world trade and encouraged companies in our sector to export more and explore markets beyond the EU.
Manuel Alonso Coto, Professor of Marketing and Technology at Headsprings, stressed that the sector must join the AI revolution and highlighted the potential of AI as a cross-cutting tool to optimise productivity, customer service and decision-making.
Borja Borrero, director at Interbrand, explained how branding today is key to competing with differentiation and authenticity: going beyond the product and price to build loyalty and connect emotionally with today’s consumers, who attach increasing importance to the values and transparency of companies.
Pablo Busó, design and trends researcher at AIJU, provided the finishing touch with a presentation of the ASEPRI Trends Study 2026-2030. The study identifies new parenting styles, social changes and emerging child consumer demands. Plus, a clear roadmap to understanding the new generations of parents and their parenting styles, with key information for manufacturers to better target their collections and marketing strategies.
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