February 9, 2025 - Playtime New York (As Seen on OK! JAPAN)

We’re delighted to share that MOMIJI was featured early this year in a blog post by OK! JAPAN, covering the latest highlights at Playtime New York. In their report, OK! JAPAN showcases the energy and creativity of the fair, including their impression of the MOMIJI tradeshow booth. You can read the full article here in Japanese.

(the below extracts have been translated into english)

Playtime New York, a comprehensive trade fair for babies and kids held twice a year in February and August, bringing together children's fashion, shoes, accessories, furniture, newborn essentials, and parenting-related products, is being held at the Metropolitan Pavilion in Chelsea from February 9th to 11th, New York time. On the first day, the 9th, I donned my long rain boots to walk through the accumulated snow. 

Launched in 2010 and with locations in New York, Paris, and Shanghai, Playtime aims to identify and discover the best independent brands in the current and upcoming children's fashion and lifestyle market, providing them with a physical or virtual space to raise awareness, build partnerships, and do business with buyers from around the world throughout the year.

Approximately 320 exhibitor booths are set up across the basement, first, second, fourth, and fifth floors of the Metropolitan Pavilion. During the event, approximately 3,000 people from 39 U.S. states and approximately 26 countries, including buyers from major department stores, stores, boutiques, and online shops, as well as members of the press and other experts, gather at the event.

I discovered some great products at this year's Playtime New York that caught my eye, and I'd like to introduce them to you!

MOMIJI is a handmade rattan furniture brand named after the Japanese word for autumn leaves by its owner, a lover of Japanese culture, and celebrates the flexibility and strength of rattan, a renewable, sustainable, and fast-growing natural resource .

These baskets are lovingly handcrafted in Singapore by Indonesian artisans, featuring designs featuring children's favorite motifs like mushrooms, dinosaurs, and pineapples. The Mushroom Basket provides fair-wage employment to Indonesian artisans, while also contributing to the revitalization of local communities that preserve and promote their artisanal skills. 

Where to Find It

You can shop the Mushroom Rattan Basket – MOMIJI through MOMIJI’s official store.

Why We’re Featuring It

Looking around the booths, we saw many exhibitors from Europe, mainly America. Many of the European apparel brands have a soft impression in terms of color and design. There were also a few brands that said they had taken inspiration for their designs from Japanese culture and language, which shows the high level of interest in Japan.

When we asked the brands exhibiting at the booths what prompted them to start their own brands, many of them said that it was because they couldn't find what they wanted and so they decided to make it themselves. It's wonderful to see the love and passion they have for their brands and for children.

Sweets motifs, colorful and sparkly... The free and rich ideas and designs of children's brands are precisely what you'd expect from a children's brand. Just looking at them makes me happy, thinking, "My daughter would like this...I want this..."

The Mushroom Basket is all of that and more, which is why we’re excited to highlight it after seeing it featured in OK! JAPAN's exciting tradeshow roundup.