Playtime

What Playtime does

Playtime (legally PICAFLOR SARL, headquartered in Bréval, France) is a privately held event and media company founded in 2007 that operates the leading international trade shows for premium and accessible children's fashion and lifestyle brands. Its core business is the twice-yearly Playtime Paris and Playtime New York (co-located with the Kid's Hub sector added in 2021) shows, attended by international buyers from independent boutiques, concept stores, and department stores, alongside trade press. In 2025 the company extended its format with The Tiny Show on Tour, a traveling intimate show launched in Los Angeles at the California Market Center in partnership with LA Kids Market.

The company's revenue model is primarily booth-rental fees from exhibiting brands, augmented by ancillary marketing, sponsorship, and content partnerships. To address the seasonality inherent in physical shows, Playtime operates OrderWizz, a year-round B2B online marketplace on which all exhibiting brands are provisioned a free Lite account with SEO-optimized public pages, with premium features available as upsells. Supporting the trade events are editorial assets (Playtime Magazine), trend-forecasting collaborations (Future Snoops, Fashion Snoops, stylist Marie Malissen), and curated awards programs (MilK Awards, Earnie Awards). The company maintains an active digital presence, including a 99.3K+ Instagram following, LinkedIn and Facebook pages, and a twice-monthly newsletter, serving as the connective tissue of its community of 515+ brands across France, the US, the Netherlands, the UK, Spain, and China.

The firm is structured as a small French SARL (11-50 employees, €2,500 share capital, RCS Versailles 481 140 614) with no disclosed external funding or institutional ownership. Caroline Descamps is the named publication manager; the wider leadership team is not publicly disclosed. No proprietary technology platform, AI/ML capability, or patent portfolio is referenced in available materials, indicating that competitive advantage derives from event operations, curation, and community rather than software or data assets.

Name

Playtime

Legal name

PICAFLOR SARL

Website

https://iloveplaytime.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Playtime is a French event company founded in 2007 that organizes twice-yearly international children's fashion trade shows in Paris and New York, plus a traveling Tiny Show format, supported by the year-round OrderWizz B2B marketplace serving 515+ brands and global buyers.

Ownership category

akta.pro rank

Product category

Children's Fashion Trade Shows & B2B Marketplace

NAICS

Hobby, Toy, and Game Retailers (45912), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

akta.pro secondary industries

Trade Shows & Exhibitions (Booths, Show Management) (BPAFAGAD), B2B Marketplaces & Wholesale Platforms (BPAMAGAD)

Keywords

• Children's fashion trade shows
• B2B marketplace platforms
• Kids lifestyle events
• Trade show organization
• Exhibition booth sales

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Trade Show Exhibition Fees: Brands pay booth fees to exhibit at Playtime Paris, Playtime New York, and The Tiny Show on Tour events.
2. OrderWizz Marketplace: B2B platform enabling year-round buying and selling of children's fashion and lifestyle products. All exhibitors receive a free Lite account with premium features driving upsell potential.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Playtime organizes international B2B trade shows dedicated to children's fashion and lifestyle, including twice-yearly events in Paris and New York, plus a traveling intimate format (The Tiny Show on Tour). Brands pay for booth space to meet qualified international buyers, while the OrderWizz online marketplace enables year-round transactions between exhibitors and retailers.

Product overview

Playtime operates as a global trade show and B2B marketplace company for the children's fashion and lifestyle industry. The core offering consists of physical trade shows: Playtime Paris (held twice yearly), Playtime New York/Kid's Hub (combining premium and accessible market segments), and The Tiny Show on Tour (a smaller intimate format traveling internationally). Supporting these events is OrderWizz, a year-round B2B marketplace platform that enables brands and buyers to connect and transact continuously. Additionally, Playtime Magazine provides editorial content including trend forecasting, brand profiles, and industry insights. The company positions itself as 'The Big Small Show' — large enough to welcome the entire market yet small enough to maintain a human connection.

Differentiator

Problem solved

Functional benefit

Brands

• OrderWizz: Year-round B2B marketplace platform for children's fashion and lifestyle brands
• Playtime Paris
• Playtime New York
• Kid's Hub
• The Tiny Show on Tour

Products and services

• Playtime Paris The flagship twice-yearly trade show held in Paris for the children's fashion and lifestyle industry, connecting international brand exhibitors with qualified buyers, retailers, department stores, and press.
• Playtime New York (Kid's Hub) Twice-yearly trade show in New York combining the premium Playtime sector with the broader Kid's Hub sector, serving the US market with both premium and accessible children's fashion and lifestyle brands.
• The Tiny Show on Tour An intimate traveling trade show format featuring 40 international creative and avant-garde brands per edition, touring different markets in partnership with local B2B venues (launched in Los Angeles at California Market Center).
• OrderWizz A year-round B2B online marketplace platform dedicated to the children's fashion and lifestyle industry, enabling brands and buyers to discover collections, place orders, and transact continuously between trade shows. Exhibitors receive a free Lite account with SEO-optimized public pages.
• Playtime Magazine Online editorial magazine featuring industry news, product selections, brand success stories, trend forecasting, exclusive interviews, and buyer guides for the children's fashion and lifestyle industry.

Named customers12 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Future SnoopscoreStrategic or Co-development PartnerTrend forecasting partner providing exclusive trend analysis for Playtime events. Creates seasonal trend spaces (e.g., Lull and Happenstance for S/S 2027) that are brought to life by designers at shows. Offers one-on-one speed dating sessions with trend experts at Playtime New York.
• MilK MagazinecoreStrategic or Co-development PartnerPress partner and awards collaborator. MilK editorial team curates must-have products at each show, creating Dressing Idéal selections. Awards include Crush, Lifestyle, Fashion, and Green categories recognizing excellence among exhibitors.
• Earnshaw's MagazinecoreGTM or Marketing PartnerPartnership for Earnie Awards conference at Playtime New York. Earnshaw's organizes panel discussions on industry data, buyer insights, and market trends with expert speakers including Babesta owner Jennifer Cattaui.
• PirouetteminorGTM or Marketing PartnerBlog and directory platform covering French children's fashion. Founder Katie conducts brand interviews at Playtime New York, with content shared on both Playtime and Pirouette Instagram accounts.
• Press Partners (Antonym Kids, Design Hunger, Junior Style, Kids A La Mode, LEMON, Magie des Enfants, Petit Style, Scimparello, Tiam Magazine)minorGTM or Marketing PartnerCollection of children's fashion and lifestyle publications creating seasonal vision boards displayed at Playtime Paris. Each press partner contributes unique editorial perspective reflecting their publication's aesthetic and values.
• Marie MalissencoreStrategic or Co-development PartnerFrench stylist who creates fashion trend spaces at Playtime Paris in collaboration with the Playtime team and Julie Miel. Selects pieces from exhibitors that capture seasonal trend moods, prints, color palettes, and silhouettes.
• California Market Center (CMC)coreChannel Partner/ Reseller/ DistributorHost venue for The Tiny Show on Tour Los Angeles. CMC houses 20 permanent children's brand showrooms and hosts LA Kids Market, making it the largest children's fashion B2B hub on the US West Coast.
• Fashion SnoopscoreStrategic or Co-development PartnerFashion forecasting company providing trend analysis and key trends presentations at Playtime events. Has been setting trends for Playtime shows for multiple seasons, informing brand collections and buyer purchasing decisions.
• Claudia CabrerocoreGTM or Marketing PartnerFirst Playtime ambassador, photographer and mother of two. Shares insider news, favorite brands, and behind-the-scenes moments from Playtime Paris and New York on Instagram, providing fresh perspective to the community.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Who's Next: Who's Next is a major Paris-based fashion trade show organizer with adjacent kids' and lifestyle segments. Operating in the same home market as Playtime, it competes for Parisian exhibition venues, brand budgets, and buyer attention across the broader fashion calendar.
• Pitti Immagine (Pitti Bimbo): Pitti Bimbo is the most established international children's fashion trade show held twice yearly in Florence. It is the closest direct competitor to Playtime in the premium kids' fashion B2B event space, serving many of the same brands and buyers globally.
• Bubble London: Bubble London is a UK-based children's fashion trade show serving a similar audience of independent boutiques and premium brands. It is a direct peer in the European children's fashion B2B event category, competing for the same Northern European buyer segment.
• CIFF Kids (Copenhagen International Fashion Fair): CIFF Kids is the children's fashion section of Copenhagen's CIFF fair, focusing on Scandinavian and Northern European brands. It is a direct peer targeting similar avant-garde Nordic children's labels (Liewood, Konges Sløjd, Molo) that also exhibit at Playtime.

Broad incumbents

• Maison & Objet: Maison & Objet is a Paris-based trade show for home, lifestyle, and decor — categories that overlap with Playtime's lifestyle, decor, and parenthood segments. As a broad incumbent, it competes for Paris exhibition space and lifestyle brand budgets.
• Première Vision: Première Vision is a major global fashion industry trade show organizer with broader textile, accessories, and fashion segments. While not focused on kids, it is a broad incumbent in the same B2B fashion event space and could expand into children's categories.

Emerging players

• Brandify: Brandify is a B2B platform serving fashion and lifestyle brands with digital showroom and marketplace solutions. It competes with OrderWizz for the digital B2B relationship with children's and lifestyle brands.
• Joor: Joor is a digital B2B fashion marketplace connecting brands and retailers globally. It is an emerging player in the same digital wholesale space as OrderWizz, serving apparel and accessories brands with technology-first transaction tools.

Others

• MilK Magazine: MilK Magazine is a children's fashion publication that operates as both a strategic partner and an adjacent ecosystem participant. It awards the MilK Awards at Playtime Paris and curates Dressing Idéal selections, making it a key industry collaborator.

Regional players

• Salon de la Mode Enfantine: Salon de la Mode Enfantine is a French regional children's fashion trade show. While historically a local competitor, it has lost share to Playtime Paris and represents a regional alternative for French children's brands.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/iloveplaytime
• LinkedInlinkedin.com/company/iloveplaytime
• Instagraminstagram.com/iloveplaytime

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Playtime