Post Show Report Mir Detstva 2025 and CJF – Child and Junior Fashion 2025. Autumn

17–19 September 2025
Crocus Expo, Moscow, Russia

The 30th edition of the International Exhibition for the Children’s Industry – Mir Detstva 2025 and the 33rd edition of the International Exhibition for Child and Junior Fashion – CJF – Child and Junior Fashion 2025. Autumn took place at Crocus Expo from 17 to 19 September 2025.

For the first time, the shows took place at an alternative venue, Crocus Expo (Pavilion 2). Despite the change of location, the active attendance by professionals of the children's market confirmed the steady demand for face-to-face meetings and discussions at the shows and events of EXPOCENTRE dedicated to the children's industry.

For the first time, the Chamber of Commerce and Industry of the Moscow Region presented a pavilion of the region's manufacturers at CJF – Child and Junior Fashion 2025. Autumn.

Dates:  17–19 September 2025

Venue: Crocus Expo, Moscow  

Organised by EXPOCENTRE AO

Supported by the Russian Ministry of Industry and Trade

Under auspices of the Russian Chamber of Commerce and Industry

Mir Detstva exhibitors: about 400 companies (including leading Russian companies such as Bestway, Hatber, HD Play, iLikeGift (ALEF), Lori, Paremo, Ural Toys, Azbukvarik, Alisa, BelEmsa, Bert, Vesna, Magic World, Detskoye Vremya, Maxitoys Toy House, DPS Kants, Znatok, Iris-Press, Orange, Myakishi, Office Premier, Polesie, Russian Style of Podmoskovie, Red Cat, Sweetbaby, Simba Toys Rus, Simbat, Step Puzzle, etc.)

Mir Detstva countries: Russia, Belarus, China, Uzbekistan

Russian regional pavilions at Mir Detstva: Kirov, Lipetsk, Moscow, Tomsk, Tula and Vladimir Oblasts, Mari-El Republic, Krasnodar Krai

Products on display at Mir Detstva: products for newborns and toddlers to games, toys, creativity and school supplies, books, stationery, children's furniture, sports equipment, etc.

CJF exhibitors: 170+ brands (including Balover, Bodo, Charmy white, Desty, Indigo, Irmi, Kapika, Lamir, Letty, Miza, Praleska, Malenkaya Lady, Paris Commune, etc.)

CJF countries: Russia, Belarus, China, Kazakhstan, Kyrgyzstan, Uzbekistan, Vietnam

Russian regional pavilions at CJF: Tomsk Oblast, Republic of Tatarstan

Products on display at CJF: all categories of children's fashion from clothes for newborns and preschoolers to school uniforms and teen clothing, as well as fabrics and accessories

Total number of attendees at Mir Detstva and CJF: 10,000 professional visitors (buyers, distributors, manages of federal and regional retail chains, marketplace sellers, and owners of stores) from 30 countries and 89 regions of Russia.

Conference programme

This year’s joint conference programme of Mir Detstva and CJF – Child and Junior Fashion included more than 40 events of various formats.

On the first day, several important congresses with government representatives and major market players took place.  

The programme was opened with the Child Safety Congress on Destructive Content in the Children’s Industry: Causes, Challenges and Solutions. The event was organised by the Working Group on Ensuring Child Safety, Countering Destructive Ideologies Among Children and Youth of the Russian State Council Commission on Family, the Expert Council on Youth Policy, Culture, Education and Child Safety under the Russian State Duma, the National Project Fund for Support of Educational Initiatives, and EXPOCENTRE, with the support of the Russian State Duma Committee on Development of Civil Society, Issues of Public Associations and Religious Organisations.

Yana Lantratova, Chair at the Russian State Duma Committee on Development of Civil Society, Issues of Public Associations and Religious Organisations, addressed the participants and said, “…More than 75% of toys and 50% of books in Russia are imported. For every ruble spent by parents, not only someone else's economy is funded, but also an ideology directed against us. At the same time, you cannot just ban it. It is necessary to create our own – strong, patriotic, and interesting for children. Only then will we be able to offer an alternative that will be more attractive and useful for the younger generation."

During the discussion, representatives of government, manufacturers of the children's goods and clothing industry, heads of relevant associations, and psychologists discussed key aspects of the impact of destructive content on children and teenagers. They also talked about legal regulatory mechanisms and the role of the state and civil society institutions in creating a safe environment that surrounds the younger generation.

The congress was moderated by Elena Kalgina, Deputy Chair at the Expert Council on Youth Policy, Culture, Education and Child Safety under the Russian State Duma, member of the Working Group on Ensuring Child Safety, Countering Destructive Ideologies Among Children and Youth of the Russian State Council Commission on Family. 

On the same day, the Intersectoral Forum on Grown-up Problems of the Children's Market. War of the Worlds: Offline vs. Online was organised by the Russian Book Union, the Booksellers Association, the International Academy of Preschool Education (IAPE), the Association of Development of Quality Preschool Education (ADEQPE), the Book Industry magazine, and EXPOCENTRE.

The forum brought together manufacturers and distributors of children's books, goods for children, and creativity supplies. The organisers managed to gather a very serious group of participants: representatives of the legislative and executive authorities of Russia, industry associations, and recognized experts in the field of children's books and the children's industry.

The forum was opened by Tatiana Butskaya, First Deputy Chair at the Russian State Duma Committee on Family Protection, Issues of Fatherhood, Motherhood and Childhood and coordinator of the Strong Family federal party project. 

Tatiana Butskaya stressed that today the children's goods market is rapidly transforming, with a significant portion of sales going online. That is why it is so important to create new rules and mechanisms to support Russian manufacturers. In this regard, the draft law on the so called Russian shelf is of particular importance, as it is aimed at ensuring priority access of domestic products to customers both in offline stores and on marketplaces.

Svetlana Zorina, and President at the Booksellers Association, Chair of the Committee for the Support and Development of Book Distribution at the Russian Book Union, and Chief Editor at the Book Industry magazine, continued the discussion. “We are concerned about the growing problem of the imbalance between online and offline sales channels. One of the main contradictions lies in the unequal economic conditions between them. By the end of 2024, the online channel occupied 55% of the market, and by the end of 2025, we predict 60%. We want not just to discuss the issues, but to come up with a common document that will reflect not only the problems, but also the ways to solve them."

The speakers at the plenary session were Tatiana Butskaya, First Deputy Chair at the Russian State Duma Committee on Family Protection, Issues of Fatherhood, Motherhood and Childhood and coordinator of the Strong Family federal party project, Ksenia Bobyleva, Deputy Director of the Department of the Textile and Timber Industry of the Russian Ministry of Industry and Trade, Nadezhda Belyaeva, Head of the Preschool Education Department of the Department of State General Education Policy of the Russian Ministry of Education, and Aleksandr Voropaev, Head of the Department of Literary Process Support, Book Exhibitions and Reading Promotion at the Department of State Support for Periodicals and the Book Industry of the Russian Ministry of Digital Development, Communications and Mass Media.

Nadezhda Belyaeva informed the audience that “... the Russian Ministry of Education and other executive authorities are working on the issue of implementing, starting in 2026, a programme for the introduction of a children's book card for families with children aged 3 to 6 years. It is assumed that the face value of the book card will be 3,000 rubles."

Svetlana Zorina expressed general concern about an extremely disturbing trend that is the closure of bookstores. Today, there are only 2,450 bookstores per 146 million inhabitants, of which 220 were closed last year. The main challenges are the rising cost of books in the face of falling purchasing power of the population, price dumping, and non-compliance with antitrust laws by marketplaces.

The forum’s speakers – Boris Kuznetsov, Director of the Rosman Publishing House, Aleksandr Brychkin, Director General of Chitai-Gorod – Bukvoed, Boris Katz, Chair of the Board of Planeta Uvlecheniy (the Leonardo hobby hypermarket chain), Aleksey Ivanov, GR Director of Detsky Mir Group, Olga Kole, a writer and creator of the Saving the Book Shop project – all agreed that it is extremely important to support book retail.

Maxim Lozovsky, Head of the Hobby World GR Department, noted that one of the most serious problems of the market is the increase in the number of counterfeit goods on marketplaces. For example, there are a number of gaps in the adopted Federal Law on Certain Issues of Regulating the Platform Economy in the Russian Federation that need to be improved.

The result of the joint work of business and government representatives within the forum will be the development of a consolidated programme to support manufacturers and distributors of children's books, goods for children, and creativity supplies.

The Discussion Panel on the Licensing Potential of Russian Animation Brands: Opportunities and Prospects brought together leading market experts to discuss how to make domestic cartoon brands a growth driver for the entire children's industry. The event was moderated by Irina Mastusova, Executive Director at the Russian Animated Film Association.  

The moderator stressed that animation today is becoming not only a cultural, but also an economic resource. Licensing helps to create ecosystems around brands, create jobs and create new products.

The event became a fruitful platform for dialogue and partnership search, and specific steps were outlined to strengthen the position of the Russian content.

EXPOCENTRE organised the 4th Forum on How to Create a Perfect Children's Dream Fashion Boutique. Tips from Seasoned Veterans: Design, Window Dressing, Merchandising, Team to support retail of children's clothes. The event enjoys continued success and brings together the most renowned experts with vast experience in organising successful stores of children's goods, clothing, books, and school supplies.

The event was moderated by Elena Danilevskaya, Federal Curator of the Russian Children's Goods Testing Project ‘Moms in Action’.

One of the speakers, Anna Balandina, a practicing expert in visual merchandising and store design, showed real cases of successful retail projects that managed to ‘repackage’ a store for new business realities and turned it into a brand store. “The children's fashion market has changed,” says Anna Balandina. “The rules of the game for offline retail are changing with it. Multichannel is a new norm of consumer behavior. Today, the customer is equally active in offline outlets, social networks, and marketplaces. The store's role is changing as it is becoming a showcase of the brand and a point of building trust. It is impossible to compete with marketplaces by price. But offline has its advantages, and they need to be disclosed and strengthened.” 

Other participants included Maria Gerasimenko, a founder of Fashion Advisors School, Viktor Malygin, Head of Educational Programmes at Fashion Consulting Group, and Yana Oreshina, a business psychologist, psychodynamic coach, organizational consultant working with business owners and teams.

The Forum on Successful Sales on Marketplaces brought together e-commerce experts who presented the latest solutions for AI, automation and category management, provided up-to-date information on current trends and prospects of the marketplace market, talked about the specifics of sales of children's clothing and goods on leading platforms, as well as about product promotion tools. The forum was organised by EXPOCENTRE in partnership with XWAY, an operational partner of marketplaces.

The event’s participants included Anton Baranov, CCO at XWAY, Ivan Budnik, Director of E-Commerce at Gulliver Group, Albert Fedotov, a member of the Council for E-Commerce Development at the Russian Chamber of Commerce and Industry, a founder and head of BertToys, and representatives of major marketplaces.

The third day opened with the Forum on Business with Asia. It was devoted to expansion of export and search for new partners in the Asian region. The forum was organised by EXPOCENTRE in partnership with SINORUSS in order to discuss the current key issues related to business development. The event was moderated by Anastasia Valova, Managing Partner at Sinoruss Consulting, who is a certified consultant with over 10 years of experience. The audience members asked a lot of questions about ways to make cross-border payments, including the use of national currencies and alternative settlement mechanism. The expert cited specific cases of successful financial cooperation.

The Workshop on the Roadmap for Labeling Children's Goods, Clothing and Shoes generate da lot of interest. It was organised jointly with the Centre for Advanced Technology Development – an operator at the Chestny ZNAK National Track & Trace Digital System and was devoted to current changes in the regulatory framework and practical recommendations for business.

Experts Alyona Lifanova, Project Manager of the Toys and Games Product Group, and Olga Nikiforova, Project Manager of the Textile and Garments Product Group, talked about the products to be labeled, the stages of launching the mandatory labeling of games, toys and clothing (roadmap) and what was included in the list of exceptions.

Over all three days of the shows, the Centre for the Development of Competences in the Fashion Industry at Plekhanov Russian Economic University, which has more than 20 active fashion training programmes, and Carl Faberge College of Decorative and Applied Arts were holding an interactive educational marathon for all exhibitors and visitors. It was part of the EXPO Accelerator project.

Every day, anyone could take part in masterclasses under the guidance of experienced teachers. The most popular ones were on digital technologies, fashion sketching, collage creation, fabric painting, collages, the use of AI in design and digital technologies in fashion, as well as tailoring on mannequins.

Anastasia Kotova, a trend expert, representative of the Carlin Creative Trend Bureau (France) in Russia since 2006, held a review of trends for Spring/Summer 2026: the fashion industry's top trends, colours, prints and shapes, and a trend tour of new products of children's clothing manufacturers: trends and hits of collections.  

The ROSTEST Academy offered an overview of updates in the system of certification and safety of children's products at the Practical Session on Changes in the Safety Requirements for Children's Products. What Should Manufacturers Pay Attention To?

A separate session was devoted to business cybersecurity issues: protecting data and brands from phishing and fake accounts, and algorithms for informing customers in case of incidents.

Expo-Academy offered educational events: the Workshop of Academy of Fashion Consulting Group on the Changes in Consumer Behavior: the Importance of Reflecting the Brand's DNA in the Store's Atmosphere, the Workshop on Collaboration 2025: How Children's Brands Can Develop by Helping Each Other, the Masterclass on Three Ways to Increase Sales in a Store of Children’s Shoes, the Sessions on Store Promotions: How To Choose The Right Mechanics to Make the Promotion Work, the Workshop on How to Compete with Marketplaces and Generate Customer Traffic to Retail Stores of Children's Clothing and Shoes, and the Workshop for  Sales Growth Tools for a Children's Brand.

Key results and trends

The two trade shows related to the children’s industry were the first held by EXPOCENTRE at an alternative venue, Crocus Expo, in the autumn of 2025. Looking at their results we can confidently say that they were a success. Not only they held at a usual high level of organisation, but they also retained their regular exhibitors, high visitor interest, and the business reputation of the industry’s leading B2B platforms, attracted new partners, and laid the foundation for the development of new products areas.

The main conclusion that is based on the results of Mir Detstva 2025 and CJF – Child and Junior Fashion 2025. Autumn is that online is growing, but offline is still a pillar of trust. The main topics of the both shows, which was heard at almost all major events of the conference programme, was the support of retail trade in the children's industry. It can be noted that the industry is uniting in order to preserve offline commerce. The offline format retains competitive advantages such as customer trust, the possibility of personal consultation, and a live selection of products. It is the combination of online convenience and offline service that is becoming the optimal model for the development of the children's market today.

Special participation formats for start-ups have simplified the entry of start-up companies into retail chains and marketplaces. Small businesses got the opportunity to meet with buyers.

The EXPO Accelerator project organised the first intensive marathon of workshops and practical sessions from leading educational centres of the textile and garment industry specifically designed for regional visitors from small and medium-sized businesses. The events were dedicated to visual merchandising and working with AI tools and digital technologies in fashion. The aim of the whole project is to develop creative thinking, promote supplementary education, and improve the skills of manufacturers of children's clothing and goods.

Cybersecurity is a new topic in the conference programme. A special session dedicated to business cybersecurity was held within the EXPO Academy. Experts discussed the protection of company and customer data, and countering phishing.

The fashion shows that take place on the Children's Catwalk once again became an important of the whole show. Collections were presented by Russian and foreign brands, as well as students of Carl Faberge College of Decorative and Applied Arts, who demonstrated innovative approaches to youth fashion based on the traditions of the Carl Faberge jewelry house.

EXPOCENTRE would like to thank representatives of the Russian State Duma Committee on Family Protection, Issues of Fatherhood, Motherhood and Childhood, the Russian State Duma Committee on Development of Civil Society, Issues of Public Associations and Religious Organisations, the Russian Ministry of Industry and Trade, the Russian Ministry of Digital Development, Communications and Mass Media, the Russian Ministry of Education, members of the Working Group on Ensuring Child Safety, Countering Destructive Ideologies Among Children and Youth of the Russian State Council Commission on Family, the Expert Council on Youth Policy, Culture, Education and Child Safety under the Russian State Duma, the National Project Fund for Support of Educational Initiatives, the Centre for Advanced Technology Development – an operator at the Chestny ZNAK National Track & Trace Digital System, the Centre for the Development of Competences in the Fashion Industry at Plekhanov Russian Economic University, Carl Faberge College of Decorative and Applied Arts, the Russian Book Union, the Booksellers Association, the International Academy of Preschool Education (IAPE), the Association of Development of Quality Preschool Education (ADEQPE), the Book Industry magazine, the Russian Textile Association, and other partners for their support and participation in the conference programme.

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