This year, one of the leaders of the children’s goods market — «Samson Group» — will take part for the first time in the Toy Market fair. Ahead of this important B2B business event, the industry publication KINDERinfo prepared an interview with Alexander Budyaev, Head of the Sales Development Department for Children’s Assortment and Haberdashery at «Samson» Group. He shared insights into the development of the industry and spoke about the most relevant products that will be presented at the upcoming fair, which will take place on March 17–19 at Crocus Expo IEC.
Alexander, which key trends in the children’s goods market most noticeably influence the «Samson» Group assortment?
First is safety and environmental friendliness. Parents increasingly choose toys made from natural, hypoallergenic, and biodegradable materials that are supported by the appropriate certifications.
Second is educational and developmental value. Modern parents view toys not just as entertainment, but as tools for developing logic, motor skills, and creativity.
Third is psychological comfort and emotional regulation. This trend primarily relates to soft toys, which often become a child’s first friends. Children share their secrets and worries with them and take care of them — for example, they "treat" them when they "get sick." This helps form an emotional foundation for life.
And most importantly, the market demands high-quality products at a fair price. We optimize production and logistics so that our toys remain affordable without compromising on quality.
These trends do not simply influence our assortment — they shape its foundation. We create toys that meet the expectations of modern parents, appeal to children, and help them develop harmoniously in a rapidly changing world.
What unique new products and exclusive children’s goods will «Samson» Group present at the upcoming Toy Market fair?
At the upcoming fair, our company will present a balanced and innovative brand portfolio focused on key consumer trends: emotional value, early development, sensory experience, and impeccable quality in classic product categories.
We are proud to announce two new strategic private labels — WOOZOO and BAMBOX — and will also present significant expansions of our successful projects, including BRAUBERG and JOLLY JOT.
Read the full interview with Alexander Budyaev on the KINDERinfo website.