For the summer 2023 edition of Playtime Paris, we’ve asked Anna, the founder of MamaOwl, to select the newcomers for the New Now space. An area dedicated to brands exhibiting at the show for the first time, this special space is curated each season by a different expert in the kids’ fashion & lifestyle industry. For this edition, the mother, photographer, entrepreneur, and creative force behind MamaOwl, Anna, who is well known for her unique store and beautiful brand DNA has made the selection. With a keen eye for special materials and careful detailing alongside working with small independents and fledgling brands, Anna has delved behind the scenes to select the brands that make it through to the New Now selection this season. You couldn’t have a better eye to curate such a selection!

Let’s see what about these 12 brands exhibiting at Playtime Paris for the first time caught Anna’s expert eye and made her pick them for the New Now selection.


“I have been a regular visitor to Playtime Paris for many years now, meeting with old friends and making many new ones along the way. Playtime is always a wonderfully vivid and inspiring show to attend, with a brilliantly friendly atmosphere, in beautiful Paris. 

To be asked to select the brands for New Now has been an honor and an inspiration, it always feels good to support small brands and new creatives.”

— Anna, Founder and Owner of MamaOwl



kid's fashion brand

This is an interesting concept – Kid.ish has technology at their heart, making clothes from an organic cotton that has been improved to repel liquids. Stains and spills can be wiped off and the clothes don’t need to be washed too often and therefore reduce harm to the planet. Who doesn’t want their kids staying cleaner for longer?


Numi kids

New Now selection

I have seen Numi grow from when they were tiny and it’s great to see them coming to Playtime. There is a sweet nostalgia to Numi Kids’ designs, and their shapes are instantly recognizable. Using vintage patterns and hand selected European fabrics, Numi Kids also uses vintage fabrics for one of a kind pieces. We love small batch production and champion handcrafted goods!


Paper Boat

kid's fashion brand

Designed and made in Portugal, Paper Boat brings a wide selection of prints and silhouettes to their extensive collection of swimwear for kids up to 12 years and adults. Made from recycled materials, which we feel is important in the swimwear market, and working with local producers they aim to reduce their carbon footprint.


Akwa Baby

New Now selection

Akwa Baby was inspired by the African art of storytelling through prints, and the founders desire to celebrate their Nigerian heritage.This family run company is a wonderful celebration of culture which exudes joy and injects color and great values into the lives of little ones. 



kid's fashion brand

Bold and colorful, these UV protection swimwear pieces from Baïnes won’t see you getting lost at the beach! I love the baby onesies with full arm sun protection and easy access for changing. They’re perfect for holidays. Made in Portugal & France, the UPF 50+ fabrics is made from Recycled Econyl, you can use less sunscreen whilst keeping your little one protected. They also donate 1% of turnover to YOU CARE, an organisation which protects animal life and biodiversity.


Little Talents

New Now selection

Championing the joy of childhood and the individuality of all kids, this brand speaks of fun and playfulness. Little Talents creates nostalgic prints and tees with a great color palette. Made in Spain, 80% of their collection is Organic cotton. I love the editorial feel of their photography, it brings the collection to life in a very authentic way.


Cake Kids

New Now selection

For Cake Kids, Albina has created a sweet collection of styles for both girls and boys from newborn to 12yrs. Classic shapes in beautiful linen. Make sure to check out the baby rompers and the lovely shirts, and dresses of every kind. This is a beautiful Ukrainian brand.


Li & Me

kid's fashion brand

Li & Me has a soothing earthy toned palette that really speaks to me. Beautifully structured tactile knits and cute vintage style rompers and cardigans that make lovely gifts. 100% cotton and made in Spain. What’s not to love?


Kelly Kilby

New Now selection

I love the sharp shapes and silhouettes of these pieces by Kelly Kilby. I can see my older kids loving some of their sleeveless hoodies and the giant pockets in the dresses are great. The two tone denim pieces have a workwear and 70’s feels which really stand out. 


Little Who

kid's fashion brand

Little Who adds a playful element to the selection. Limited editions of sweet animal bags and accessories in tastefully lovely colors. Perfect to please both parents and children, they’re practical too. Vegan for those who want this option. 



kid's fashion brand

ChouChouRoom is a beautiful Ukrainian clothing and homewares brand with a strong selection of core unisex pieces and colors. Quilted playmats and pyjamas as well as their signature leaf cushions and bunting. 



New Now selection

Playful and fun, this brand makes me think of summer and sun. Kidsagogo has patterned and bold candy colored dresses. Girls cotton summer wear for 2-9yr olds to enjoy life in.


Thank you so to Anna for sharing what she loves about each of the brands she chose for the summer 2023 New Now selection! We can’t wait to discover these brands in person in just a few weeks. Get your pass to come explore the New Now selection and all of the other incredible spaces, from Singular to the highly anticipated trend spaces.


Header image from Little Talents
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Madeline Blankenship
Madeline Blankenship