Market Report: Children's World Atlanta

Responding to the phenomenal growth of the baby and children product category, AmericasMart Atlanta is expanding its Children's World section, on the 13th floor of the Apparel Mart, to bridge the gap between the gift and the apparel markets. From now on, the section will be open for the two major gift shows in January and July as well as all the apparel shows. Gifts & Dec traveled to the April apparel market to scout it out.

Exhibitors mostly focus on children's apparel and accessories. But several feature “gifty” products that come in gift shop-friendly packaging or don't require dressing rooms to try on. Some of these exhibitors don't show at any other gift markets, making Children's World a good source of potentially new and different product. After all, where else can you find bobo Brooklyn's towel that doubles as a superhero cape for after pool, beach or bath; or the “Maden Hatter” hand-knitted hat from celebrity favorite la Folie?

Among the most prevalent trends were hip, edgy, sophisticated designs aimed at babies and toddlers of GenXers, who have shown that they are unwilling to give up their cool cred when they become parents. Lines such as Infinitee and Rebel Ink Baby allow these trendy parents to pass their chic appeal on to the next generation. Also notable: babywear in unusual packaging, including Punkster's slogan shirts in baby bottles and Kee-Ka's ready-to-mail boxes.

Apparel offerings at Children's World are supplemented with kids' home decor items such as Tee Pee for Me, plush, and gift product — a category the Mart says it is looking to further expand. There's even a smattering of maternity wear available. Also popular were hip diaper bags for men and women from Fleurville, OiOi and Suzibella.

In show business, they say you should never work with children or animals… AmericasMart did both on Monday night, as the Fashion With the Fish event at the Georgia Aquarium featured a chance to view aquatic denizens after hours, followed by dinner and a runway show of new product from the market. And the event was a huge success, attracting three times the number of attendees AmericasMart had expected.

The looks on display included many already familiar to gift industry buyers, such black and white, silhouettes, baroque vine patterns, mixed and matched florals in mid-tones, and the long-lived brown and turquoise trend, this time showing up in wraps with tan lightening up last year's chocolate. One striking new trend was a more subtle, less naturalistic take on leopard print mixed with hits of strong color; it remains to be seen whether the look will cross over into gift product.

For the complete Children's World Atlanta Report, visit www.giftsanddec.com and click on “Direct From Market.”