Quick overview: Having a product ready to reach new buyers, looking for new sales channels, planning launches, expanding your commercial network and pursuing growth are five signs that it may be time to consider exhibiting at a B2B trade show. These events can generate business while supporting sales and marketing efforts before, during and after the show. In 2027, FIT Pueri Expo enters a new phase, connecting companies in the children’s market with buyers, distributors, retailers and new business opportunities.

Contents

1. Why are trade shows still so relevant to the children’s market?
2. Sign 1. Your product is ready to meet new buyers
3. Sign 2. You want to explore new sales channels
4. Sign 3. You have something new you want the market to notice
5. Sign 4. Your company needs to expand its business network
6. Sign 5. Growth is on the agenda and your brand needs greater visibility
7. FIT Pueri Expo 2027 opens a new chapter for business
8. Frequently asked questions
   

Why are trade shows still so relevant to the children’s market?

If you have a brand in the children’s market and feel that the time has come to grow, chances are you have already considered exhibiting at a trade show. A B2B event brings your business closer to qualified buyers, creates opportunities to explore new distribution channels, gives launches greater visibility and strengthens your brand’s presence within the industry.

Making the most of that potential requires preparation well before the event begins. This means deciding in advance what the company wants to present, who it wants to meet and how those contacts will be developed once the show is over.

São Paulo is at the heart of much of this business activity. A survey by Ubrafe in partnership with SPTuris found that 612 B2B events were held in the city in the first half of 2025 alone, generating an economic impact of R$5.4 billion. Trade shows accounted for 13% of these events but attracted 70% of all visitors.

Of course, exhibiting needs to make sense for the company’s current stage. Here are five signs that a B2B trade show may be a natural next step in your plans.

Sign 1. Your product is ready to meet new buyers

Imagine a buyer from a major children’s retail chain walking into your booth and giving you just a few minutes to present your brand. At that moment, you need to be able to explain what makes your products stand out and have essential commercial information at hand, including pricing, margins, sales terms, production capacity, delivery times and logistics.

Having these points well established is already a strong foundation for exhibiting. In the children’s market, being able to see and handle a product in person can make a real difference. A retailer may want to feel the cotton used in a garment, check the durability and finish of a wooden toy, see the actual dimensions of nursery furniture or understand how practical a lightweight baby-care product is. Details related to quality and safety can be difficult to convey through a digital catalogue alone.

Being ready also means understanding your operation from the inside out. Attracting dozens of potential customers will bring little benefit if production cannot keep up with demand or basic billing information is still unclear. A trade show works best when the product and the operation are equally prepared.

And this does not mean your company needs to be huge or have a flawless structure before exhibiting. Businesses of all sizes can find their place at a trade show, each at a different stage and with different goals. What matters is knowing your business thoroughly and being able to deliver what you promise. An up-to-date catalogue, strong product photography and a welcoming booth identity also make it easier to introduce the brand and build a connection with visitors.

Sign 2. You want to explore new sales channels

Perhaps your e-commerce operation is already performing well. Or maybe you have built a loyal network of local retailers with the support of sales representatives over the years. Both are great foundations, but as the business grows, exploring new commercial routes may start to make sense.

A trade show brings many of these channels together under one roof. In a single day, you may speak with major retail chains, independent stores from different regions, distributors, wholesalers and buyers who might otherwise take months to reach through a traditional sales approach.

There is also a type of market insight that spreadsheets rarely provide. Conversations with buyers from different regions can reveal things you would not necessarily encounter in your daily routine. A distributor might explain why customers in a particular market prefer a different color mix, a local retailer may share the concerns they hear most often from parents, and a major chain could introduce packaging or labeling requirements that were not previously on your radar.

In many ways, a trade show works like a live market laboratory. Sales are naturally one of the main goals, but seeing how different types of customers respond to your brand can also influence future collections, communication strategies and even new product development.

Sign 3. You have something new you want the market to notice

Announcing a new collection or product line on your brand’s Instagram is one thing. Putting those products directly in front of retailers and buyers who came to the event specifically to discover what is new for their stores is a very different experience.

When the launch of a new category, print, technology or baby-care solution is planned around a trade show, it gains greater visibility. Interest can begin to build before the event, grow when buyers see the product in person and continue afterward through photos, videos and other materials created during the show.

It is also worth paying close attention to spontaneous reactions from visitors. You can see which pieces catch their attention first, which questions come up repeatedly and whether buyers are most interested in fabrics, durability, margins, ease of use or perhaps a feature that was not originally one of your main selling points. Sometimes, a line that was never expected to become a bestseller ends up generating some of the strongest order interest at the show.

Direct contact with professionals from the children’s industry provides insights that are difficult to gain from a distance. Your team can see how new products are received and use those observations to decide where to focus next.

Sign 4. Your company needs to expand its business network

There is a big difference between having a long contact list and building a commercial network that actually generates business.

Trade shows make it easier to meet decision-makers and industry professionals who might otherwise be difficult to reach through cold emails or phone calls. The setting encourages these conversations because everyone is there with a professional purpose: to discover solutions, exchange experiences and develop new partnerships within the children’s market.

Networking becomes even more useful when conversations started at the booth continue in the days that follow. A promising contact might lead to a tailored quotation, a product sample accompanied by a personal note or an online meeting to discuss the details. Keeping track of each visitor’s interests makes post-show follow-up more relevant and personal.

FIT Pueri Expo 2026 is a good example of what these encounters can generate:

FIT Pueri Expo 2026 in numbers
Visitors	More than 7,000
Countries represented	27
Exhibiting brands	220
Major buyers participating in the Business Round	54
Projected business	R$ 25 million
Visitors intending to return for the next edition	88%

Click here to receive the full FIT Pueri Expo 2026 Post Show Report.

From major players to emerging names in the children’s industry, FIT Pueri Expo welcomes companies at different stages of development and growth, all operating within the same market and with the potential to build commercial relationships that continue well after the event.

Sign 5. Growth is on the agenda and your brand needs greater visibility

Your brand may already be performing very well with existing customers and still have limited recognition outside its usual network. If the goal is to expand into new cities and states, engage with larger retailers and strengthen the company’s reputation for quality within the children’s market, B2B visibility becomes an important part of that journey.

Building a reputation requires presence. Exhibiting at a leading trade show puts your company in the same environment as major industry brands and within reach of buyers, media professionals and opinion leaders. The way your team welcomes visitors, the care taken in presenting products and the attention given to the booth’s visual identity all communicate something about the professionalism behind the business.

The experience also provides plenty of content for the brand. Behind-the-scenes preparations, the energy of setting up the booth, product demonstrations and meetings during the event can generate photos, videos and stories for Instagram, newsletters and your website. This allows the impact of the show to continue through your communication before and after the three days of the event.

If you have a solid offer, the capacity to meet new demand and the ambition to grow your brand, it may be time to consider exhibiting.

FIT Pueri Expo 2027 opens a new chapter for business

In 2027, FIT Pueri Expo enters a new phase designed to expand commercial opportunities for participating brands and create even more value for the companies shaping the children’s market.

The next edition takes place from April 6 to 8 at Distrito Anhembi in São Paulo, during one of the most active and strategic periods in the country’s buying calendar for the sector.

The new dates place the event at an important point in the year for retailers and distributors planning their inventories and collections. They also coincide with a period when professionals from across Brazil travel to São Paulo to research trends, meet suppliers and plan upcoming purchases.

One of the key developments in this new format is that FIT Pueri Expo will take place simultaneously with Anuga Select Brazil. Holding both events at the same time increases the circulation of retailers, wholesalers, distributors and purchasing decision-makers from different channels. This gives fashion, design and baby-care products greater exposure to new buyers and creates possibilities for distribution outside the channels where a brand already operates.

Is your brand ready to take the next step? Click here to learn how to exhibit at FIT Pueri Expo 2027.

Frequently Asked Questions

1. How do I know if my company is ready to exhibit at a B2B trade show?

Several signs can help with this decision, including having a product ready for new buyers, the capacity to meet additional demand, an interest in expanding sales channels, new products to present and plans for growth. It is also important to arrive at the event knowing which audiences you want to meet and what commercial

2. How can a B2B trade show support a marketing strategy?

Participation can begin weeks before the event through social media, email campaigns and invitations to customers and buyers. During the show, launches, demonstrations and meetings at the booth generate content and visibility. Afterward, the contacts made in person can continue through sales and relationship-building activities.

3. Does a company need to be large to exhibit at a trade show?

Company size alone does not determine whether the time is right to exhibit. What matters most is understanding your operational capacity, having your commercial terms organized, knowing how to present the strengths of your products and being prepared to follow up on the opportunities generated during the event.

4. What opportunities can a B2B trade show generate?

In addition to sales, a trade show can connect a company with retailers, distributors, wholesalers, sales representatives and other potential business partners. Face-to-face contact also provides an opportunity to see how buyers respond to products, understand the needs of different markets and identify potential new distribution channels.

5. When is the next FIT Pueri Expo?

FIT Pueri Expo 2027 takes place from April 6 to 8 at Distrito Anhembi in São Paulo, Brazil. The edition marks a new phase for the event and will be held simultaneously with Anuga Select Brazil, increasing the circulation of retailers, distributors, wholesalers and purchasing decision-makers from different channels.