How can a Spanish children’s brand expand into new markets without relying solely on remote sales activities? Where can it meet distributors, agents, specialist retailers, major retail chains or buyers from different countries in just a few days?
B2B trade fairs continue to be one of the most important commercial tools for companies in the children’s sector looking to grow beyond Spain. These events provide an opportunity to showcase collections, explore new markets and, above all, build personal relationships with professionals directly involved in purchasing and distribution decisions.
For sectors such as children’s fashion, footwear, childcare products, toys, accessories and decoration, where seeing and experiencing the product in person remains particularly important, professional trade fairs also offer something that is difficult to replace with digital tools alone: direct contact with the market.
At ASEPRI, we support Spanish brands throughout this internationalisation process and, over the coming months, we will once again join them at some of the sector’s leading international events.
B2B trade fairs as a gateway to new markets
Internationalising a company is not simply about starting to sell outside Spain. Before entering a market, companies need to understand its distribution channels, identify potential buyers, analyse the competition and determine whether the brand’s commercial proposition is genuinely suited to that market. Professional trade fairs bring many of these elements together in one place.
Manufacturers, buyers, distributors, importers, sales agents and specialist retailers attend these events specifically with business in mind. This makes it possible to carry out in two or three days the kind of commercial prospecting that could otherwise take months through individual contacts. They also allow companies to validate a market before making larger investments.
A brand can identify which products generate the most interest, understand acceptable price points in each market, detect potential catalogue adaptations and hear buyers’ questions and objections first-hand.
Participating in a trade fair should therefore not be seen merely as a visibility exercise. It is also a valuable market research tool.
What a professional trade fair can offer a children’s brand
Although generating orders remains one of the main objectives, the return from attending a trade fair can take many different forms.
Identifying distributors and sales agents
For many children’s brands, particularly during the early stages of internationalisation, working with a local partner can accelerate entry into a new country. Trade fairs make it possible to hold several meetings within just a few days and compare different options before establishing a commercial relationship.
Understanding international buyers better
Every market has its own particularities regarding pricing, formats, seasons, minimum order quantities, delivery times and product categories. Listening directly to industry professionals helps companies adapt their commercial strategy using first-hand market information.
Analysing competitors and trends
Professional trade fairs are also major showcases for their industries. Observing what other companies are presenting provides insight into trends in design, innovation, sustainability, materials, packaging, communication and positioning.
Building brand awareness outside Spain
Consistent participation in international events helps a brand become recognised by buyers, distributors and industry professionals from other countries. Internationalisation rarely depends on a single initiative. Commercial consistency and a regular presence help build trust.
B2B trade fairs for Spanish brands return to the international circuit
The ASEPRI international calendar will feature several particularly interesting events for Spanish children’s product companies over the coming months.
Kind + Jugend: 15–17 September in Cologne
From 15 to 17 September 2026, we will be joining Spanish brands at Kind + Jugend in Cologne, Germany, one of the world’s leading international events specialising in products for babies and young children.
For companies specialising in childcare products, toys, layette products, textiles, decoration or baby accessories, the event provides an opportunity to connect with buyers from a wide range of international markets.
BEBE Paris: 28 and 29 September
Our next stop will be BEBE Paris, which will take place on 28 and 29 September 2026 at Parc Floral de Paris. We will also be there supporting the participation of Spanish brands.
ASEPRI also offers different participation options designed to support Spanish companies and facilitate contact with professionals from the French market.
Baby & Kids Expo Dubai: 22–24 October
Baby & Kids Expo Dubai will take place from 22 to 24 October 2026 at Dubai Exhibition Centre, bringing international brands together with distributors, retailers, professional buyers and other industry stakeholders.
ASEPRI will also support Spanish brands attending this event as part of our strategy to promote the internationalisation of the sector.
BabyKid Spain + FIMI 2027: Valencia becomes an international meeting point
The journey will culminate in one of the major events on the calendar: BabyKid Spain + FIMI 2027, which will hold its seventh edition from 20 to 22 January 2027 at Feria Valencia.
Co-organised by Feria Valencia and ASEPRI, BabyKid Spain + FIMI has developed a particularly attractive format by bringing together different segments of the children’s sector under one roof: children’s and teen fashion, footwear, accessories, light and technical childcare products, furniture, decoration, toys, home textiles and lifestyle products, among other categories.
This allows buyers with very different profiles to discover a broad, cross-category offering and creates opportunities for connections between companies operating across different segments.
The 2026 edition brought together nearly 700 brands from 44 countries, while the organisers run dedicated programmes to attract both Spanish and international buyers. The fair also offers a B2B meeting agenda and invites VIP clients from numerous international markets.
Turning every trade fair into part of an internationalisation strategy
B2B trade fairs continue to play a decisive role in the children’s sector because they bring together something particularly valuable: products, markets and buyers in the same place. However, their true potential emerges when they form part of an ongoing strategy.
Kind + Jugend, BEBE Paris and Baby & Kids Expo Dubai will allow us to support Spanish brands throughout September and October 2026 across three strategic markets. The calendar will continue in January with BabyKid Spain + FIMI 2027, a key event for connecting with Spanish and international buyers and industry professionals from Valencia.
At ASEPRI, we work to make this journey easier, helping Spanish companies in the children’s sector increase their visibility, identify commercial opportunities and build relationships that can transform their international presence into sustainable business. Contact us and we’ll be happy to help!
Frequently asked questions about B2B trade fairs and internationalisation
Why are B2B trade fairs important for internationalising a children’s brand?
B2B trade fairs make it possible to hold meetings with buyers, distributors, agents and retailers within just a few days that would otherwise be difficult to reach individually. For a children’s brand, this reduces prospecting time and provides a direct way to validate market interest in its collections, pricing and value proposition. They also provide first-hand information about trends, competitors, commercial formats and the requirements of each market. The objective should not be limited to securing immediate orders. Well-prepared participation can also generate qualified contacts, open negotiations, identify local partners and build commercial relationships that may lead to sales and agreements in the months that follow.
How should a company prepare before attending an international trade fair?
Preparation should begin before booking flights or designing the stand. The company needs to define which markets it wants to target, which buyer profiles it is looking for and which products have the greatest international potential. Catalogues, price lists, sales materials and distribution terms should also be adapted to the professional audience attending the event. Another key step is arranging meetings in advance by researching relevant distributors, agents, retail chains, boutiques and marketplaces. During the fair, it is important to record each contact and the level of interest shown. Afterwards, follow-up should be prompt, personalised and well organised. Without this commercial preparation, even a busy trade fair can generate very few genuinely valuable opportunities.
Which international trade fair should a company in the children’s sector choose?
There is no single trade fair that is suitable for every brand. The decision should depend on the product, positioning, price point, priority market and the type of commercial channel being targeted. Kind + Jugend offers international exposure for childcare and baby products; BEBE Paris provides access to the French and French-speaking markets; Dubai opens up opportunities in the Middle East; and BabyKid Spain + FIMI brings together different categories from across the children’s sector in Spain. Before participating, companies should research which buyers attend, which brands exhibit, which markets are represented and whether there is a genuine fit between the event and their commercial objectives.
How can the return on participating in a B2B trade fair be measured?
Success should be measured beyond the number of visitors passing through the stand. Companies should record meetings held, qualified contacts, catalogue requests, samples sent, quotations requested, negotiations opened and agreements secured. It is also useful to assess which markets showed the greatest interest, which products generated the strongest reactions and which commercial objections appeared most frequently. In the medium term, companies can analyse orders generated, distributors acquired, attributable sales and acquisition cost per opportunity. This information makes it possible to compare events, improve future participation and decide where to focus resources. A profitable trade fair generates both commercial insight and opportunities with the potential to become real business.
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