From 15 -17 September 2026, Kind + Jugend in Cologne will bring together the international industry for high-quality baby and toddler products. The spotlight will be on key developments in the market – digital solutions continue to gain traction, sustainability is becoming more measurable, parents are making more conscious purchasing decisions, safety is being viewed more holistically, and new regulatory requirements are placing greater demands on manufacturers and retailers.
Commenting is Jörg Schmale, Director of Kind + Jugend.
“The industry is constantly changing. Amid artificial intelligence, tighter regulations and the growing expectations of parents, the demands placed on manufacturers and their products are shifting significantly. At the same time, new opportunities for innovation are emerging, along with the chance to play an active role in shaping the future of the industry with the right solutions. Kind + Jugend gives exhibitors the ideal platform to showcase these solutions to international retailers, who come here specifically looking for new products and enhancements for their ranges.”
New EU toy and packaging regulations
One of the most significant regulatory developments is the new EU Toy Safety Regulation (EU 2025/2509). Although it will not come into full effect until 2030, it is already having a tangible impact on the international market. It introduces stricter rules and explicit bans on certain harmful substances (endocrine disruptors, PFAS “forever chemicals” and allergenic fragrances), a digital product passport (DPP) accessible via QR code with information on ingredients and product safety, and new provisions for connected toys. Online marketplaces and retailers are also facing more stringent requirements.
The new EU Packaging Regulation (2025/40) also introduces changes with regard to recyclability, reusability and amount of packaging. The aim is to gradually phase out single-use plastic products.
Smart technologies – between convenience and responsibility
A key area for the future is “smart parenting.” Wearables that track sleep and breathing, AI-powered baby monitors, and digital interactive educational toys are increasingly evolving from technical add-ons or convenience products into sought-after essentials for health monitoring and prevention.
Meanwhile, there is growing debate about issues such as data protection, cybersecurity and the impact of constant digital monitoring on the parent-child bond. As a result, regulatory pressure on manufacturers is also mounting.
Sustainability – from trend to new standard
Across the industry, sustainability is increasingly turning from a trend into a clear market expectation. In demand are durable, reusable and resource-efficient products made from recycled or organically grown materials such as organic cotton or bamboo. A key new development is that consumers are now paying more attention to transparency, the circular economy and verifiability.
Conscious consumption with real added value
Parents’ expectations and consumer behaviour, in particular, are changing. They are placing more value on high-quality products with educational or functional benefits, and judging toys and equipment by how well they foster creativity, independence, social skills and child development. The trend is clearly towards fewer but carefully chosen products that combine learning and play in a meaningful way.
Sharper focus on health and product safety
Product safety remains another core concern for the industry. In the EU, few product categories are reported as dangerous more often than toys. This applies not only to acute risks, but also to the potential long-term health effects of materials and ingredients that can affect the endocrine system or trigger allergic reactions.
Products that are free from harmful substances and produced as close to “toxin-free” as possible are increasingly moving from a premium feature to the new standard. Furthermore, the definition of safety is expanding. Alongside physical safety, the impact of digital toys on psychosocial health is also gaining attention.
For further information on Kind + Jugend 2026, please click here.