FIT/016 and Pueri Expo trade fairs returned after two years since the pandemic began, and gathered more than 9,500 buyers at Brazil’s Expo Center Norte, in São Paulo, which ended on Saturday, 28 May.

The event – the largest of its kind for childcare products and childrenswear sector in Latin America – received 9,571 buyers from all over Brazil and more than 24 countries. Visitors were able to see first hand all the launches presented by 202 exhibiting brands in an area of 14,000 sqm.


During the COVID-19 pandemic, the market underwent significant changes, owing mostly to the challenges associated with the isolation period and the uncertainties that resulted. As such, the organisation recognised the enormous significance of this event in relation to the re-start of the entire kids’ products sector:

“With its network of trade fairs for the premium baby and children segment, Koelnmesse offers the industry unique access to important and attractive markets around the world. With its once again successful event in São Paulo, FIT 0/16 and Pueri Expo 2022 has shown that it is further expanding its leading role in Latin America”, said Gerald Böse, President and Chief Executive Officer of Koelnmesse GmbH.

Among the visitors, 61% were retailers, 10% manufacturers and 6% distributors. Argentinian Daniel Bercovich, from Baby Company explained:

“We’re importers and distributors of baby and childcare products and this is our first time visiting the fairs in São Paulo. We’ve found an organised space for visitors and exhibitors. I’ve enjoyed meeting new brands and products, since the Brazilian market is so rich and brings a lot of novelties.”

A fashion show – the FIT Fashion Collection – was curated by Harper’s Bazaar Kids Magazine, which was celebrating 10 years of history and presented the latest trends of the Spring-Summer season.

This year’s winners of the Pueri Trends innovation awards were: Mastela with Ibimboo, Angie Oral Care, Lolly Baby, Nanobebe from Brasgroup, Turminha Guará from Semaan, MAM, Planer Bros Kids, Thule, Skip Hop from Bup Baby, Sophie la Girafe from Oásis Importadora and Joie from Singular Baby.

According to the exhibitors, the fairs provided a way for brands to reunite with clients and create new relationships, while others took advantage of the fair to launch products that were created through collabs with other brands. “After three years without fairs, both the organization and the exhibitors were surprised by the outcome; we are already excited and can’t wait for the next edition.” says Jonathan Tadayuki, Project Manager of Koelnmesse Brazil, organizer of the trade fairs.

Forthcoming events:

Kind + Jugend – The Trade Show for Kids’ First Years, Cologne, Germany:

Kind + Jugend ASEAN – The Premier Trade Show for Baby & Kids in ASEAN, Bangkok, Thailand: 05.-08.04.2023

FIT 0/16 and Pueri Expo, São Paulo, Brazil, 23.-25.04.2023

About FIT 0/16 – 55th The International Trade Show for Baby & Children Wear
FIT 0/16, the biggest Latin America kids fashion fair showcases the market and manufacturers trends for children and teenagers, furniture, decoration, and more.
About Pueri Expo – 5th International Trade Fair for Childcare Products
This event takes place alongside FIT 0/16 and is the only exclusive trade show for childcare products held in Brazil, and gather exhibitors focused on baby gear products.
About Koelnmesse
Koelnmesse is the world’s top trade fair organiser in the premium baby and toddler products segment. At the trade fair grounds in Cologne/Germany, the leading international trade fair Kind + Jugend is an established, central industry platform for the global trade and ordering business and presents an annual showcase of the latest products, trends and innovations. In addition to the event at its Cologne headquarters, Koelnmesse is expanding its portfolio internationally: Pueri Expo in São Paulo/Brazil is the largest trade fair in Latin America for premium baby and childcare products, bringing leading Brazilian and international brand manufacturers together with buyers and retailers from across the region with a carefully targeted approach. In South-East Asia, Kind + Jugend ASEAN will celebrate its premiere in Bangkok in 2023.

Further information:

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