Native Toy fashion show

CJF – Child and Junior Fashion 2026. Autumn has featured a thematic fashion show A Native Toy: Aesthetics as a Lifestyle. Young models showed the winning toys of the first season of the Native Toy competition on the podium.

The Native Toy (Rodnaya Igrushka) competition is held by the Russian Znanie Society and the Movement of Firsts on behalf of the President of the Russian Federation. The scale of the competition has already been confirmed by the results of the first season as more than 28,000 applications were submitted from all 89 regions of Russia. According to its results, 24 projects became winners, some of which are already mass-produced: the total number of toys produced exceeded 167 thousand copies.

The second season of the competition will be devoted to the creation of games and toys based on traditional values for the preschool education system. The competition is held in three categories, depending on the stage of project readiness: Ideas for Games and Toys, Prototypes of Games and Toys, and Finished Products.

The winners will receive various support measures, from the creation and refinement of a prototype together with mentors and the presentation of their project to manufacturers to the launch of the first print run with technology partners, product promotion, and its priority placement on store shelves. Projects that have passed the test will be approved for application for inclusion in the register of verified products with the Native Toy (Rodnaya Igrushka) mark, and for inclusion in recommendations for equipping kindergartens. In total, up to 45 projects are planned to be supported in the second season.

The Russian Znanie Society jointly with EXPOCENTRE also organise the Panel Discussion on A Native Toy at Mir Detstva: Priorities, Support for Manufacturers, and Proper Guidelines for Upbringing.

The participants discuss the development of the Russian children's industry, current gaming solutions, government support measures for manufacturers, and practices that help promising developments go from idea to the market. A separate discussion is devoted to the role of toys in the upbringing of childen, the impact on their development, and how children get acquainted with the history and culture of the country through the game.

Press Service, EXPOCENTRE AO