The keys to the 11th ASEPRI Meet: ‘Growing beyond the EU, AI to optimise processes, strengthen the brand and understand the new consumer’
What does the future hold for children’s brands in a world with fewer births and more global competition? ASEPRI has gathered the answers at its 11th Meet.
- The 11th ASEPRI Meeting, a unique event in Spain to promote the growth and innovation of manufacturers and distributors in the children’s universe.
- From the power of the brand to the role of AI, through the current geopolitical situation and new parenting styles. A roadmap to understand and anticipate changes in the children’s market.
- A unique networking forum for companies in the sector, generating shared knowledge, collaborations and future strategic alliances in the children’s products industry.
(Valencia, 10th June 2025). On Friday 5th June, the 11th ASEPRI Meet was held at the Feria Valencia Events Centre. This year’s edition was held in Valencia as a show of support from the sector after the “DANA”.
More than a hundred attendees, companies, experts and institutions of the children’s sector gathered to address the main trends, challenges and opportunities of the children’s products sector.
Mª Eugenia García, president of ASEPRI and CEO of Micuna, commented on the birth crisis in Spain, with no generational replacement and the work that ASEPRI is doing to study, understand and communicate this serious problem in the country. He also highlighted the spirit of the Meeting, a space created for attendees to learn, share experiences and find companions along the way.
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 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 compete with differentiation and authenticity. Competing exclusively on price is from the last century. The brand must go beyond the product and the price: it must seduce, build loyalty and connect emotionally with the customer. Today, consumers attach more and more importance to the values and transparency of companies.
- Pablo Busó, coordinator of the child user research area at AIJU and Clara Blasco, design and trends researcher at AIJU, put the finishing touch with the presentation of the ASEPRI Trends Study 2026-2030 prepared by AIJU, which identifies new parenting styles, social changes and emerging child consumer demands and which is a sector-specific working tool for companies. A clear roadmap to understand the new generations of parents and their parenting styles with key information for manufacturers to better target their collections and marketing strategies.
This year’s edition of the ASEPRI Meet reaffirms its commitment to knowledge, networking among attendees and internationalisation as the driving forces to promote a sector that looks to the future with solid, technological proposals focused on the new needs of families.
Mª Eugenia García, president of ASEPRI, closed the 11th ASEPRI Meeting, which has been possible thanks to the collaboration of Feria Valencia, the sponsoring companies: Imatia, Aitex, Punt sistemas, Florida Travel, Salud Brokers Seguros, Ebury and Generalitat Valenciana.
