Post Show Report Mir Detstva 2022

27^th International Exhibition for the Children’s Industry

Mir Detstva 2022 is a key event for professionals in the children's industry and a unique platform to promote quality, safe and modern products for children.

Traditionally, Mir Detstva and CJF – Child and Junior Fashion. Autumn are held on the same dates, which allows their exhibitors and visitors to cover all related markets of the children's industry, which is a great advantage.

The combination of projects close in topic, creation of a single platform for all products of the children's industry and the joint conference programme provide a synergy effect both for exhibitors and visitors.

Mir Detstva enjoys the unwavering support of federal legislative and executive authorities, and relevant associations and unions.

Dates:  27–30 September 2022

Venue: EXPOCENTRE Fairgrounds, Moscow, Russia  

Organised by EXPOCENTRE AO

Supported by the Russian Ministry of Industry and Trade

Under auspices of the Russian Chamber of Commerce and Industry

Floor space: about 10,500 sq m

Attendance: 15,000+ professional visitors

Exhibitors: 350 companies (Grat West, the ROSMAN Publishing House, Nasha Igrushka, Nordplast, Russkiy Still, Sima Land, Simbat, Step puzzle, Simba Toys Rus, Gamma Trading House,  TNG, Rant, Kompania Optima, Phoenix+, Samson Group, Nevskaya Palitra, Office-premier, Hatber-M, Red Cat, Poligraf Print, Polesie, Origami, Hobby World, Stellar, Kolorit, Gala-Centre, etc.)

Countries: Armenia, Belarus, China, Italy, Russia, Uzbekistan 

Russian regional group stands and pavilions: Arkhangelsk, Belgorod, Chelyabinsk, Irkutsk, Ivanovo, Kirov, Lipetsk, Moscow, Novgorod, Novosibirsk, Omsk, Ryazan, Rostov, Samara, Saratov, Smolensk, Tambov, Tver, Ulyanovsk, Vladimir, Volgograd, and Yaroslavl oblasts, and the Republic of Tatarstan

Product sectors: Goods for newborns and infants. Games, toys, hobby supplies, models. Creativity and design, stationery. Licensed goods for children. Licensors/right holders, trade mark and brand owners. School supplies. Supplementary education for children. Children’s furniture, furniture and equipment for preschools. Sports equipment and facilities, multifunctional equipment for playgrounds. Everything for Christmas and New Year celebrations

Official welcome addresses to Mir Detstva were sent by Russian Deputy Prime Minister – Russian Minister of Industry and Trade Denis Manturov, First Deputy Chair at the Russian State Duma Committee on Issues of Family, Women and Children, Chair at the Board of the Council of Mothers, Expert at the All-Russia People’s Front Tatiana Butskaya, President of the Russian Chamber of Commerce and Industry Sergey Katyrin, Member of the Council under the President of the Russian Federation on the Implementation of the State Policy on the Protection of Family and Children, President of the Children's Goods Industry Association Antonina Tsitsulina, and Director General of EXPOCENTRE AO Alexey Vyalkin.

The official opening ceremony was attended by Chair of the Russian Council of Federation Committee for Science, Education and Culture Lilia Gumerova, First Deputy Chair at the Russian State Duma Committee on Issues of Family, Women and Children Tatiana Butskaya, Vice President of the Russian Chamber of Commerce and Industry Maksim Fateev, Director of the Department of Socially Important Goods Industry Development of the Russian Ministry of Industry and Trade Dmitry Kolobov, Assistant for Technical Regulation to Deputy Prime Minister and Minister of Industry and Trade of the Russian Federation, and member of the State Commission for Combating Illicit Trafficking in Industrial Products Alexey Mednikov, President of the Children's Goods Industry Association Antonina Tsitsulina, and Director General of EXPOCENTRE AO Alexey Vyalkin. 

Addresses from Chair of the Russian Federation Council Valentina Matvienko and Russian Deputy Prime Minister – Russian Minister of Industry and Trade Denis Manturov were read out during the ceremony.

Russian Deputy Prime Minister – Russian Minister of Industry and Trade Denis Manturov

“These shows demonstrate that the industry is responding to new challenges, looking for and finding effective solutions, transforming and changing product lines to suit the market.”

Vice President of the Russian Chamber of Commerce and Industry Maksim Fateev

“State policy in the area of social development dictates the need to develop a diversified and innovatively attractive children's industry in Russia. Today, the quality, safety and affordability of products for children come to the fore.”

According to the speakers, the shows contribute to solving important economic and social tasks through the promotion of quality products of Russian production, providing opportunities for small and medium-sized businesses in the regions to showcase goods and services on an equal footing with market leaders.

Director General of EXPOCENTRE Alexey Vyalkin expressed his gratitude to the 500 exhibitors who had chosen EXPOCENTRE as the venue for their presentations of their achievements and innovations.

Conference Programme

The joint conference programme of Mir Detstva 2022 and CJF – Child and Junior Fashion 2022. Autumn included more than 40 major events to be held in offline, online and hybrid formats. 

One of the programme’s central events was the 13^th Congress of the Children’s Industry. It was organised by the Association of Children’s Goods Industry Enterprises with support of the Russian Ministry of Industry and Trade, the Russian Ministry of Labour and Social Protection, the Russian Ministry of Education, the Russian Academy of Education, and EXPOCENTRE AO.

The main discussion event of the forum was the plenary session of the children's industry: building blocks for technological sovereignty. The participants talked about brands, preferential taxation, changing children's clothing standards and much more.

The topic of developing and supporting businesses producing goods for children has been particularly highlighted in the last few months, when one after another foreign brands and companies, many of which specialised in children's clothing and nutrition, began to leave Russia following the introduction of a number of sanctions packages. In the new environment, all the attention of business and government is focused on creating the conditions for technological sovereignty to emerge. The children's goods industry is a priority in terms of achieving these goals.

The session was moderated by President of the Association of Children’s Goods Industry Enterprises Antonina Tsitsulina, who said, “Our discussion aims to identify how our manufacturers live in the regions, what the main difficulties are related to economic sanctions, how dependent we are technologically on raw materials, components and equipment, and what needs to be done to ensure that 60-80% of essential goods are produced in Russia. Technological sovereignty is not just a phrase of the day, it is something we all have to work on.” 

In her welcoming speech, Chair of the Russian Council of Federation Committee for Science, Education and Culture Lilia Gumerova called the children's industry a strategic area for the Russian economy. She said, “The issues of development of the children industry and economy have become not only an integral part of government policy in the field of family, maternity and childhood, but also an effective mechanism for ensuring the quality of children's lives, their upbringing and development.” Ms. Gumerova elaborated on innovations in the Russian President's instructions, which had already been reflected in the development of industries related to the creation of teaching and educational tools.

Director of the Department of Socially Important Goods Industry Development of the Russian Ministry of Industry and Trade Dmitry Kolobov pointed out that today there were about 1.5 thousand enterprises producing goods for children in Russia. That is why, in his opinion, the work to support the children's industry is turning into a quest that the country is successfully pursuing.

Representatives of companies manufacturing clothes, footwear, school supplies, games and toys also made presentations. Director General of HATBER-M Arkady Kostenko, Director of Development of Choupette Anastasia Vasilkova, and Director General of Desyatoe Korolevstvo Margarita Musatova spoke about the most important things for the development of their companies.

The first day of the congress was concluded by the practical session on social support for children as a driver for the Russian industry, and the regional session on the best regional practices for the development of the Russian children's industry (the Moscow – Tver – Tyumen oblasts).

The second day of the congress began with the presentation of certificates of acknowledgement to participants in the Innovations for Childhood competition-accelerator for educational programmes and promising developments related to children's products.

The main session was the Plenary Session on Edtech Innovation: Science-Technology-Industry, dedicated to the President's instruction to support industries that manufacture products for children's learning and education. Representatives of the research, educational and industrial sectors discussed state procurement and the main requirements of educational institutions and the infrastructure of schools and kindergartens.

During the second Regional Session on the Best Regional Practices for the Development of the Russian Children's Industry, participants from Bashkiria, Tatarstan and the Kirov oblast discussed regional programmes of state support measures and outlined the most acute issues facing businesses in the new reality.

The 23rd Russian Trade Forum for Suppliers of Children’s Goods was a key event for manufacturers of children's goods. The event was organised by EXPOCENTRE AO and KVK Imperia Forum.

The Forum was attended by 120+ participants, including suppliers of children's goods, representatives of retail chains, online shops, marketplaces and analytical agencies.

As part of the programme, speakers discussed more than 40 of the most relevant and productive topics on the children's goods market. Key questions included how a supplier can capitalise on consumer transformation in 2022, which sales channels to bet on in 2022, which niches on marketplaces in the children's goods category are not yet occupied, how to work on a marketplace to increase sales, and how to create a product card that will sell the product itself.

Leading experts in crisis management in the children's market and analysts of Russian and international companies took part in discussions, panels and strategy sessions: Elena Shishova (Romir), Ekaterina Averina (MP Marketing), Igor Prokhin (the Institute of Logistics), Alexander Boyko (the National Confederation of Packers), Alena Shvetsova (SKYLEX CHINA), Sergey Eliseev (the Russian Academy of Sciences), and many others.

The centrepiece of the event was traditionally the Purchasing Centre for Retail Chains™: Chidlren's Goods. The Centre brought together 35 federal and regional retailers, including Detsky Mir, Korablik, SberMegaMarket, VotOnYa, Bubble Gum, Gakamart, etc. The chains conducted about 1,000 negotiations on supplying goods for children both under suppliers' brands and own-brand products. Alexandra Nyamina (ex-Procurement Director of Auchan, Perekrestok and Galamart), an expert on the retail market, spoke at a workshop for purchasers and shared her best practices on how to improve efficiency of work with suppliers.

More than 250 FMCG market participants took part in the 9^th Russian Retail Chain Purchasing Week. A total of 133 buyers and 130 suppliers were brought together by the Purchasing Centre for Retail Chains. They conducted about 2,500 negotiations for the supply of food and non-food products, both under suppliers' brands and products under the private label. Participating chains included VkusVill, Perekrestok, Ozon, Auchan, Ayan, Familia, Magnolia, and others. The Purchasing Centre for Retail Chains also provided a comprehensive training programme for suppliers and purchasers.

The 5^th Russian Business Forum on the Market of Licensed Goods for Children was a success. The forum brought together more than 100 participants. Within its 4 sessions, 13 experts, representatives of animation agencies, media holdings, branding studios, lawyers discussed the new reality of licensing market after the events of February and mobilization: Maria Rogozhina (the Licensing Market Bulletin), Valeria Kursanova and Anna Gerasimova (0+Media), Lyudmila Tsoi (Melnitsa), Albina Muhametzyanova (YARCO), and others. The key aspect of the event was the change in media consumption by children following the departure of foreign brands from the Russian market.

The forum also featured the 5^th Russian Conference ‘A Winning Formula for a Store for Children’. 

The Forum on the Comprehensive Internet Marketing for the Children's Industry, organised by the OLYMPX digital agency together with EXPOCENTRE, took place for the first time on 27 and 28 September 2022 as part of the conference programme of Mir Detstva and CJF – Child and Junior Fashion.

During the Forum, online marketing experts, brand owners and online shop owners discussed all the nuances of promoting children's industry business and shared their experiences.

The first day of the Forum was devoted to a breakdown of effective internet marketing tools for the children's industry.

Anna Kilimnichenko, founder of the OLYMPX digital agency, consultant for strategic marketing and web marketing special projects, and lecturer at the Plekhanov Russian University of Economics, opened the programme with the sessions on global changes and Internet marketing trends in 2022–2023 in the children’s industry, and on effective promotion in VKontakte of children's brands and online shops.

Lubov Gerashchenko, founder of the MirBusinessMam networking community represented in 30 cities of Russia and Cyprus, shared working methods and tips on community building during the session on community as an effective tool for business promotion in turbulent times.

During the Session on Effective SEO Promotion. Why Brands and Manufacturers Benefit From Investing in SEO Promotion in 2022–2023, the experts broke down the trends of "selling" websites for 2022–2023 and discussed why SEO promotion was one of the most promising channels at the moment.

On 28 September, there were events devoted to increasing the return on investment in online marketing. Evgeniy Gritsunov, owner of the Piccolo retail chain of goods for children, shared the secrets of systematic sales in online/offline high checkout shops at the Session on the Secrets of Explosive Sales Growth in the Children's Industry in the Mid+ Price Segment.

For the first time, a business game was held as part of the programme in a mastermind format, during which owners posed questions to experts Anna Kilimnichenko and Evgeny Gritsunov and, together with the experts, analysed options for effective solutions.

At the end of the programme, participants received valuable prizes and gifts: a breakdown of their social networks and a strategy session on project promotion.

Presentations and materials of the programme are available in the telegram channel at https://t.me/detbiz.

Educational workshops for small and medium-sized businesses were organised for regional exhibitors and visitors as part of the Expo-Academy project together with Plekhanov Russian University of Economics.

The Workshop on Hybrid Staff Training (online and offline) on the Case of the Children's Retail was held by Svetlana Kostenko, Director at the Fashion Retail and Fashion Industry Competence Development Center at the Plekhanov Russian University of Economics.

Elena Pismenskaya, founder of Kids Fashion Retail, expert, lecturer at the Creative Industries Center of the Lomonosov Moscow State University, the Russian School of Style, the Academy of Fashion and Style, and the Russian Fund of Educational Programs “Economy and Management” had presentations at the Workshop on the New Step of Retail Development: Offline & Online and the Workshop on The Effective Assortment Matrix: A Step-by-Step Development Algorithm.

The Masterclass on How to Create a Brand that Opens up New Opportunities for Business Growth brought together a large audience. Sergey Lelikov, founder of the BRANDEFFECT International School of Practical Branding, editor-in-chief of Brand Management magazine, told how to build a successful brand and significantly save budgets and time, and detailed a step-by-step roadmap from the first step in brand development to a comprehensive understanding of how to build your company brand.

On September 28, Mir Detstva featured The Parents' Choice Forum: Children's Products from Russian Manufacturers. Supporting Families and Businesses. It was organised by the Expert and Educational Centre for Assistance to Prospective and Current Parents “Parents’ Choice” with support of EXPOCENTRE AO.  

The forum was opened by First Deputy Chair at the Russian State Duma Committee on Issues of Family, Women and Children Tatiana Butskaya who said, “Today it is difficult to make predictions for the years ahead. But we know exactly what we will do today and tomorrow. That is why I ask participants to identify the problem and suggest how and by whom it should be solved. Today we will listen to manufacturers, and then we will gather representatives of government agencies, who will have to give answers how these problems will be solved.”

Leaders of professional associations and representatives of industrial manufacturing companies have voiced the main problems of today and solutions that required help from the government.

The forum included a panel on the social ruble as a single measure of support for families and businesses, which highlighted the current challenges manufacturers face in running their businesses, as well as an awards ceremony for the winners of the Parents' Choice Award 2022.

Russian manufacturers were awarded certificates of acknowledgement of the Parents' Choice Award, as well as certificates for their participation in the Moms in Action product testing project. Mothers from all over this country took part in voting for the awards.

This year, the unique ROSTEST Academy project continued its work at Mir Detstva on September 28–29. The programme included the Panel on How to Reduce Certification Costs and Adjust Supply Chain Logistics in the New Reality and the Presentation of Special Projects on New Tools for Market Regulation. The first panel was held on September 28 and brought together more than 40 business representatives.   

Speakers of the ROSTEST Academy took part in the event: CEO at ROSTEST AO Nina Moshchenskaya, Head of Internal Compliance at ROSTEST AO Yulia Vasiltsun, and Deputy Head of the Management Systems and Inspection Department, member of the ROSTEST Expert Council Oleg Khitrov.

Many practical questions were asked, and participants were willing to share the current challenges in the market, customs, supply and sale of goods.

During the discussion, explanations on legislative changes in terms of technical regulation, as well as concrete proposals and recommendations were given to support businesses.

A private presentation of special projects was organised on September 29.

The project’s special guest was Alexey Mednikov, Assistant for Technical Regulation to Dmitry Manturov, Deputy Prime Minister and Minister of Industry and Trade of the Russian Federation, and member of the State Commission for Combating Illicit Trafficking in Industrial Products. The event was moderated by Commercial Director at ideas4retail group (Winnie and Hamleys) Oksana Morozova and CEO at ROSTEST AO Nina Moshchenskaya.

The mobile laboratory organised at the ROSTEST stand deserved special attention. Engineers conducted product tests by infrared spectroscopy, which confirmed the composition and compliance of the declared material with the data on the labeling, and answered questions from the audience. The opportunity to test their products was given to every exhibitor at the shows.

At the end of the tests, commemorative certificates were awarded to those companies whose products successfully passed all the tests.

The Forum on Entering Children's Shops on Marketplaces in the New Reality. Prospects and Pitfalls was held on September 29 as part of the conference programme of Mir Detstva and CJF – Child and Junior Fashion. It was dedicated to problems and prospects of selling children's goods at popular online venues. The event was organised by XWAY, an operating partner of marketplaces. The company’s head, Anton Larin, spoke in detail about the most relevant issues of the season. According to the speaker, not only have marketplaces become a promising sales channel, but they also enable Russian entrepreneurs to quickly restructure their business processes: many have switched from offline to online to save resources and maintain sales volumes. The event was also devoted to what strategies are effective in the sphere of children's clothing and footwear, what e-commerce trends are relevant, what tools are used to attract a potential audience and retain current clients, and much more. Representatives of Ozon, AliExpress Russia and Detsky Mir marketplaces were invited to participate and shared the specifics of selling the children's goods category on their platforms.

The presentation by Elena Pismenskaya, an expert in creating and developing children's clothing brands, and other participants in the event aroused lively interest. The experts gave practical advice and used specific cases to talk about the main factors for successful sales, such as working with content, technology for creating a sales card, assortment, pricing policy, and logistical schemes for working with marketplaces.

On September 28, General Producer of Riki Group Yulia Nikolaeva, Producer of the Malyshariki show Anna Korablyova, and CEO of the Marmalad Media licensing agency (Riki Group) Maya Moskvicheva shared real-life practices regarding the specifics of working with the 0+ audiences using the Malyshariki" and Tima and Toma projects as examples during the Workshop on the Successful Practices in Working with the 0-3 Audience and Young Parents Using Riki Group's Animation Projects as a Case Study.

The export of animation brands in today's environment was discussed on September 29 at the Panel Discussion on the Successful Export of Children's and Animation Brands in Today's Environment. Leaders' Experience. Case Studies, organised by Red Carpet Studio. The event was moderated by Natalia Ivanova-Dostoevskaya, Deputy General Producer for the Animation Business Development at Red Carpet Studio. 

Head of the Services Export Support Project at the Russian Export Centre Larisa Magkaeva presented programmes that were developing in the current environment and explained how the REC could be useful to Russian companies. Chair at the Board of Directors of  Votkinsk Industrial Company Dmitry Zlobin spoke of how to circumvent sanctions, find new logistical ways and continue exporting to friendly countries. According to CEO at Pangeagroup Vladimir Elkin, manufacturers and brand owners have the option to look for opportunities in other countries. The most accessible markets at the moment are Asia, India and Turkiye.

Subsequent speeches focused on licensed content. In particular, Operations Director for Business Management at the Gulliver Group Licensing Agency Anna Artyukhova shared her opinion on what would happen to licensed brands in the current circumstances. Representative of the Voronezh animation studio (Wizart) Lydia Strelnikova spoke about new projects, sale of media rights and the company's assets. The discussion was closed with the speech of Oleg Roy, author and general producer at Toy Roy. He talked about his projects. At the end of the discussion there was a raffle of three Super Meow books signed by Oleg Roy for the most interesting question.

Mir Detstva 2022 and CJF – Child and Junior Fashion 2022. Autumn hosted an award ceremony of the International Competition of Goods for Children and Teenagers of Soyuzexpertiza ANO. The finalists were chosen based on the decision of the competition committee. They were awarded 24 first degree diplomas and 24 gold medals in the nomination 'For High Qualities'. In addition, two second degree diplomas and two silver medals were awarded in the same category.

The Workshop on Specifics of Product Imports to Russia in 2022. Parallel Imports concluded the conference programme. The event was organised by EXPOCENTRE in partnership with the Kiryukhin & Partners legal services. Its speakers, Vadim Kiryukhin, lawyer, member of the Public Council under the Federal Service for Accreditation, Deputy Chairman of the MCCI Committee for Designing a Healthy Living Environment, expert of the Council under the Commissioner for the Protection of Entrepreneurs' Rights in Moscow, and Fantina Martirosyan, Head of Legal Practice at Kiryukhin & Partners OOO, patent lawyer, explained what parallel importing was and how it worked.

Vadim Kiryukhin noted that parallel imports were now legal in our country. Products are freely imported into Russia, but it is possible to run into problems when selling them.

How these problems are solved was voiced in detail by Fantina Martirosyan. Referring to the Government Decree No.506 of March 29, 2022, she emphasized that in April 2022, the Ministry of Industry and Trade agreed upon the list of brands allowed for parallel imports. This year, Russian companies will be able to import goods from the limited list into the country without the permission of the brand owners and bypassing their official dealers in the country. The government adopted this measure in order to provide citizens and domestic manufacturers with the necessary goods, parts and components.

The 22^nd Moscow International Festival of Balloons was a fascinating, professional event organised by Europa Uno Trade AO with support of EXPOCENTRE, KODA and the world's leading manufacturers of balloons, accessories and ballooning equipment.

2022 is the anniversary year as Europe Uno Trade turns 30 years.

The topic of the 22^nd Moscow International Festival of Balloons was The Magic Power of the Art of Balloon Design. Hundreds of thousands of balloons filled a pavilion at EXPOCENTRE Fairgrounds. The best teams of designers from various parts of Russia and the world created their own balloon compositions, figures, bouquets, costumes, and much more. Along with the competition programme, the festival hosted workshops by the world stars of balloon design. The masters shared their experience and professional secrets with beginners and experienced decorators alike.

Twenty-six teams took part in the festival, creating sixteen large balloon sculptures of all kinds of shapes, sizes and colours.

The festival ended with an awards ceremony for the winners of the Open Professional Balloon Championship in the categories of Large Balloon Sculpture, Balloon Costume, Speed Garland, Fountain for Delivery, Photo Competition, 12 Minutes, and Black Box.

Other events on the conference programme were

The General Internet Partner of Mir Detstva 2022 and CJF – Child and Junior Fashion 2022. Autumn is RDT-INFO.RU.

The 28^th edition of the International Exhibition for the Children’s Industry – Mir Detstva 2023 – will take place at EXPOCENTRE Fairgrounds, Moscow, Russia, on 26–29 September 2023.

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Press Service, EXPOCENTRE AO