Voices
Billie Le Kid, Buyer Of The Season For Playtime New York S26 
We love meeting different members of our community and turning the spotlight their way. This is why we team up with a different international retailer for each edition of our shows! For the Summer 2026 edition of Playtime New York, we worked with the Canadian retailer Billie Le Kid. Led by three unique creative minds, Ariane, Hélène, and Julie, Billie Le Kid has been serving their communities the best in kids’ fashion, toys, and accessories since 2016.
Join us as we learn the story behind how it all started, where the stores are going, and discover their top 10 products from the summer edition of Playtime New York, which marked their 10th consecutive visit to the show!
We are three creative minds behind Billie Le Kid, each bringing a unique perspective: Ariane from psychoeducation, Hélène from art and design, and Julie from fashion. Our shared vision has always been to offer more than just products – we wanted to create a destination where families could enjoy a unique shopping experience. Through a carefully curated selection for children from newborn to 14 years old, and boutiques with a distinctive aesthetic, we aim to inspire our customers while meeting their everyday needs. We are also very hands-on in our business, and closely involved in the day-to-day life of our boutiques.
Building genuine relationships with our customers is at the heart of what we do. We take the time to get to know them so we understand their needs, preferences, and lifestyles. This helps us make thoughtful buying decisions and curate a selection that truly resonates with our clientele.
Billie Le Kid was created with a simple vision: to offer families a carefully curated destination where quality, style, and childhood come together. Our assortment includes clothing, shoes, toys, books, footwear, accessories, baby essentials, and gift ideas.
Our merchandising philosophy is to offer a balanced mix of internationally recognized premium brands alongside unique discoveries that cannot easily be found elsewhere. Every product is selected for its quality, functionality, and timeless appeal, ensuring that families can find everything they need in one trusted destination.
Children’s apparel, footwear, and outerwear are our core categories. Premium toys and gifts – especially Jellycat and Maileg – are also among our best sellers. We love helping families celebrate life’s special moments, from welcoming a new baby to birthdays, holidays, and back-to-school.
Our customers appreciate finding beautifully curated products and thoughtful gifts all in one place, whether they’re shopping in-store or online.
At Billie Le Kid, we carefully curate brands that combine exceptional quality, thoughtful design, and lasting value. We look for products that are unique, beautifully crafted, safe for children, and made to support everyday family life. Above all, we partner with brands that share our commitment to creativity, authenticity, and delivering an exceptional customer experience.
WestmountAll three of our stores share the same DNA and the same curated approach. That being said, each has its own personality shaped by its neighborhood and local community. We want every visit to feel warm, welcoming, and inspiring, while offering a consistent Billie Le Kid experience across all locations.
Our customers are parents, parents-to-be, and people looking for meaningful gifts. They value quality over quantity, appreciate beautiful design, and seek products that are both well-made and built to last. Grandparents are also a big part of our customer base – they love spoiling their grandchildren, often without hesitation.
One of our favorite things is seeing multiple generations shopping together in our stores, sharing the excitement of choosing products that will create lasting memories and be enjoyed for years to come.
Each channel serves a different purpose. In-store customers value the personal interaction, tailored advice, and the opportunity to experience products firsthand. For our online customers, convenience, speed, and access to our full assortment are key.
Regardless of where they shop, our customers share the same appreciation for quality, design, and thoughtful curation.
Drawing corner at their Westmount locationMontreal has a strong and growing children’s market. Families here value quality, style, and durability. Parents are increasingly looking for premium, thoughtfully designed products that combine functionality with sustainability, while appreciating unique brands and curated shopping experiences.
Since opening our first boutique in 2016, Bille Le Kid has grown from a single neighborhood store into one of Canada’s leading independent children’s concept stores, with three retail locations across Quebec and a thriving e-commerce business.
Over the past 10 years, we have significantly expanded our retail footprint, broadened our product assortment, and developed a strong online presence. Our e-commerce platform has become a key driver of growth, allowing us to reach families across Canada while complementing the personalized experience offered in our boutiques.
During this time, we’ve also seen our customer expectations evolve. Families are making more thoughtful purchasing decisions, placing greater value on quality, sustainability, and timeless products.
As we celebrate our 10th anniversary, our mission remains unchanged: to curate the world’s best children’s brands and provide an inspiring shopping experience, both in-store and online.
OutremontPlaytime has always been an essential source of inspiration for us for 10 consecutive years. We come each season to discover new brands, explore upcoming trends, and connect directly with the designers behind the collections.
It’s also a valuable opportunity to strengthen relationships with our existing partners and stay ahead of what’s happening in the children’s industry. Playtime has been one of our favorite moments year after year.
For Spring/Summer 2027, we’re looking to expand our offering with fun, elevated basics that combine everyday comfort with playful design. We’re interested in versatile pieces with fresh colors, unique prints, and thoughtful details that can be mixed-and-matched easily.
We chose this shirt from Molo that features their whole team and the neighborhood where their headquarters are located in Copenhagen. Their team really represents the brand’s values, so we feel like this t-shirt perfectly captures the essence of Molo!
We don’t even need to sell Izipizi – the products sell themselves! It’s the best brand there is for kid’s sunglasses, and this is their latest model. We sell Izipizi in all three store locations!
We like the romantic, yet comfortable, products from Flöss. Their style is really unique. This is the second season we’re working with them and it’s going very well, the reaction from our customers is very good.
We’ve been working with Rylee + Cru for 10 years, and they always sell very well. Their swimsuits are all high quality and offer UV protection, but this one stood out this season for its adorable cherry print!
This will be our first season with Konges Sløjd, and we absolutely fell in love with this funky dress! It’s classic, yet playful and festive. It would be a great gift!
We love the pop of neon in this puffer from 7AM, it reminds us of our own childhoods. It will be especially great for the transition period between winter and spring, their outerwear is always incredible.
This pink denim from DL1961 is so different! We love the brand, it’s the softest denim there is. This will be our third season with them, and it’s been growing ever since we brought it into Bille Le Kid.
We love American Vintage for adult, so it was a good for us to bring in their kids pieces as well. We love the funky designs, and the cotton is such high quality. It’s great for the mini me trend, and it’s the brand our moms like to buy for their kids.
Patachou is our choice for special occasions, so this dress is perfect for that. It’s a dress that is classic, with beautiful embroidery, and we love the strawberries! The contrast of the white and red is also really nice.
Maileg’s castle and princess with the pea set has been one of our best sellers for two years now, so this was a must in our top 10!
Wow, what an incredible selection! Thank you to Ariane, Hélène, and Julie for sharing the story of Billie Le Kid with us, and for being our Buyer of the Season for the New York edition of Playtime Fest. We loved joining them as they selected their top 10 items, which you can see in our reel here!
