FOR THE PAST half-century, Earnshaw’s Kids has been recognizing the very best in the children’s industry with the Earnie Awards, voted upon by our readership of retailers, wholesalers, showroom representatives, and brands. As with every year, this year’s winners stood out for their excellence in design, reliability, and cutting-edge collections beloved by customers.
For this issue, I asked winners to tell me what trends they are loving in their category for the Spring ’26 season, and over and again they mentioned an elevation of quality and aesthetics: embroidered touches, tailored fits, and structured (yet comfortable) fabrics. Secondly, brands called out a return to classics. Indeed, there is comfort in tradition.
Together, this tells me consumers are truly looking for the heirlooms of tomorrow amid today’s hyper-paced fashion cycle of disposable items. In my family, we are lucky to receive a lot of hand-me-downs, and I take satisfaction in the environmentally friendly aspect of recycling items. It also takes the stress out of the daily wear and tear (dirt/paint/falls/spills) my preschool-aged children put on their clothes every day.
I try to pay it forward and pass along our clothes that no longer fit to other friends who can get more use out of them. Still, there are some special pieces I selfishly cling onto: anything handmade by my mother (an avid seamstress), the Early Sunday gingham dress with a Peter Pan collar my daughter wore on her first day of school, everyone’s “First Christmas” one-pieces.
Heirlooms
The 2025 Earnie Award recipients are crafting designs that are built to last.
I imagine holding on to these clothes until I pass them along to my own grandchildren. That’s the level of care being put into each of our winner’s pieces — items that can be worn over and over by children and their siblings, passed along to a neighbor, or held for the next generation.
It’s this dedication to longevity that has powered our industry through slumps and surges over the years. Just ask our Lifetime Achievement Award winner Sebastien de Hutten (page 40), who has been working in the biz since age 10. In our interview, de Hutten noted that the creation of Playtime New York was not a linear journey. Even now, the company never rests on its laurels, striving for new creative adaptations every season.
And though it is a relatively young company (2019), our
Retailer of the Year (page 36), Fort Worth’s Collins + Conley is poised for the long haul. A team of two sisters-in-law, the business is truly a family affair, and their young children are already dreaming of a future holding the reins. (It’s possible! Just ask de Hutten, whose mother, industry extraordinaire Hortensia de Hutten, founded Playtime Paris.) For now, the supermoms continue to push the boundaries of retail and ecommerce as well as growing their own brand, Hollis Baker, which they debuted in 2024 and crafts would-be heirlooms of its own. Could an Earnie be on the horizon for Hollis Baker as well? The future is bright.
Ann Loynd Burton Editor-in-Chief
OUR INDUSTRY HAS SPOKEN : THE 2025 EARNIE AWARD–WINNING BRANDS ARE FLYING OFF THE SHELVES.
BOYS APPAREL
Scotch & Soda
We captured the spirit of modern cool. This season is all about ease and confidence. We’ve taken relaxed fits that kids love and elevated them with new structured fabrics, giving every look a bit more edge and personality.
—KATHARINE POTTS, SENIOR DESIGNER, BOYS
Scotch & Soda’s design team celebrates discovery, creativity, and authenticity, with a signature philosophy that blends global influences into outspoken, unique collections. Driven by a relentless free spirit, the brand collects vintage treasures from around the world, bringing them back to Amsterdam to inspire each collection. This fusion of cultures and stories creates pieces with a bohemian edge, attention to detail, and a confident, down-to-earth attitude. Inspired by Marfa, Texas, where cowboy heritage meets contemporary art, the Fall-Winter 2026 Boys Collection channels this adventurous spirit for a new generation.
EARNIE PROFILES 2025
GIRLS APPAREL Molo
My favorite trend right now isn’t really a trend — it’s togetherness. Our SS26 collection, ‘Better Together,’ celebrates unity, kindness, and care — for one another and for nature. It’s a gentle reminder that we’re stronger when we stand together.
—MOGENS JEPSEN, CEO & FOUNDER
The brand ethos at Molo declares that childhood should be loud, playful, and full of personality. Molo has been encouraging this individuality — along with imagination and quality — for more than 20 years. And more than just making good-looking clothes, the majority of the brand’s styles are GOTS, GRS, and OCS-certified (license number 197496).
I’m really loving how outerwear this season feels a little unexpected — we played with cozy, unconventional fabrics that are as soft and comfortable as your favorite hoodie but still totally functional for cold-weather adventures. It’s all about bringing that Camp Cozy vibe to life.
—WILLIE HERRERA, DESIGN DIRECTOR
Since 2003, Appaman has been on a mission to help kids show up as their truest, boldest selves, with style that blends classic prep and streetwise edge. Low-effort, high-design pieces are thoughtfully crafted to make parents’ lives easier while filling kids’ closets with personality. From polished staples to statement-makers, every outfit is built for big imaginations, bold moves, and city-ready confidence.
OUTERWEAR Appaman
SWIMWEAR Planet Sea
Finally, swimwear has embraced earthy tones like sage, tan, and espresso. To make this collection fun and cute for kids, I added a lot of embellishments, like shells, ruffles, and crochet.
—ADRIANA DRANOFF, FOUNDER
A female-founded, Miamibased, and Brazilian-made children’s swimwear line, Planet Sea creates unique, stylish, and comfortable beachwear and flip-flops. Since 1999, the brand has relentlessly evolved its products to have the highest level of comfort, safety, and of course, style, using high-quality and high-tech fabrics, UV safety features, and artisanal embellishments.
SPECIAL OCCASION
Petite Hailey
“My favorite trend in the special occasion category right now is the fusion of comfort and couture — beautiful pieces that allow kids to move, play, and feel confident without sacrificing style. Parents love the elevated look, and kids love how easy it is to wear.
—CLAIRE LEE, FOUNDER & CREATIVE DIRECTOR
Forget the days of stuffy tulle and stiff special-occasion pieces. Petite Hailey is dedicated to creating designs that feel magical, modern, and memorable. Inspired by the joy and emotion behind life’s celebrations, Petite Hailey combines soft textures with dreamy details and comfortable construction.
EARNIE PROFILES 2025
Brazilian heritage footwear brand Melissa is best known for its nostalgic and timeless colorful jelly shoes, inspired by fishermen’s sandals from the French Riviera. Melissa has become monumental makers in the in-
dustry since the 1980s, collaborating with iconic brands including Jean Paul Gaultier, Marc Jacobs, Telfar, Y/PROJECT, Collina Strada, Simon Miller, Lazy Oaf, and more. Melissa’s shoes are vegan and cruelty-free.
We’re seeing such an exciting wave of creativity in children’s footwear right now.
Playful, expressive design is taking center stage — bold colors, unexpected textures, and character-driven details that truly capture kids’ imaginations. At Melissa, we love exploring how design can balance that sense of fun with everyday wearability, creating pieces that feel as joyful as they look.
—PAULO PEDO, DIRECTOR
FOOTWEAR Mini Melissa
ACCESSORIESWee Ones
“The trend Wee Ones is most excited about for Spring ’26 is printed vinyl bows. Our ‘Wee Splash’ vinyl bows have always been very popular, so adding a printed version with designs like flamingos and mermaids was a must, perfect for the pool or beach.
—KATIE GRITHER, DESIGNER
For more than 45 years, Wee Ones has been creating America’s most popular girls’ hair accessories. Trusted for its timeless hair bows and seasonal fashion collections, the brand has expanded to include infant and toddler hats and, most recently, Wee Ones Wundershorts — a line of premium modesty shorts for toddlers to teens. Every product is designed with the utmost attention to detail and hand-crafted with care.
EARNIE PROFILES 2025
GIFTS Iscream
Founded more than 15 years ago as a division of the Mines Press, Inc., a family-owned and -operated business since 1933, Iscream is dedicated to developing fun, fashionforward items that kids of all ages can call their own. With an extensive product line that includes plush toys, apparel, stationery, accessories, beauty products, and room decor, Iscream’s playful patterns and eye-catching graphics turn everyday products into something extraordinary.
When choosing a gift for a tween, it’s always best to look at what’s trending on TikTok. As a lifestyle brand, Iscream takes inspiration from current trends — like our Ditsy Floral print and Beary Cute Bears — and carries them across multiple categories. This approach allows stores to offer a variety of price points and product options, making it easy for customers to mix, match, and create a personalized gifting experience.
—JENNIFER KAMEN, VICE PRESIDENT
Angel Dear creates classic baby and children’s clothing with a modern sensibility and attention to special details. Collections are sophisticated without being serious, with a brand ethos that these early days are a time to luxuriate in the joys of childhood.
“The return of the classic girls’ nightgown is currently my favorite trend in sleepwear. The nostalgic silhouette feels both vintage and enduring and is the perfect piece to twirl in to get out any extra energy before bedtime. I love honoring tradition while creating garments that feel as magical and wearable today as they did generations ago.
—KIM PERRIN, DIRECTOR OF CREATIVE, SALES AND MARKETING
SLEEPWEAR Angel Dear
EARNIE PROFILES 2025
Our favorite trend in the tween category right now is how tweens are embracing a more elevated sense of style. They are dressing older, while still keeping it fun and full of personality. We love seeing how classic prints and bold color blocking are making a comeback in looks that feel sophisticated yet playful, perfectly capturing that in-between stage of growing up while still having fun with fashion.
—ANDREA TABOR, KIDS SALES & MARKETING DIRECTOR
Born in sunny Miami and loved around the world, Lucky in Love Kids has been redefining active fashion for more than 15 years. The brand brings bold color, playful design, and vibrant energy to tweens’ everyday style, creating looks that move effortlessly from the court to the classroom to wherever their adventures take them. Lucky in Love’s mission is to inspire a lifestyle that celebrates individuality, movement, and joy.
TWEEN
Lucky in Love
UNDERGARMENTS KicKee Pants
Because KicKee is best known as a firstlayer brand specializing in sleepwear, tees, socks, and comfy pants, it felt like a natural progression to expand deeply into undergarments. These pieces are the most intimate layer our customers wear against their skin, and we are committed to making them the most comfortable and reliable part of their wardrobe.
—AERIN NICOLE, FOUNDER & DESIGNER
Founded in 2007 by designer and mother Aerin Nicole, KicKee Pants was created with the belief that comfort should always come first. Today, KicKee is best known as a first-layer brand, offering everything you want touching your little one’s skin. The brand’s ethos remains rooted in softness, sustainability, and care, and all pieces are thoughtfully made and Oeko-Tex Standard 100 certified.
EARNIE PROFILES 2025
DENIM DL1961
DL1961 is a premium, sustainable denim and essentials brand redefining the way denim is made. As one of the few vertically integrated denim manufacturers in the world, DL1961 oversees the entire process — from fiber to finished garment — to ensure the highest
standards of quality, fit, and responsibility. Each piece is crafted using certified clean fibers, waterless dyeing processes, and energy-efficient production methods, resulting in timeless styles that marry innovation, performance, and sustainability.
I’m all for the tailored denim trend this season — wide-leg trousers, rich dark washes, and clean lines that make jeans feel instantly elevated. It’s denim dressing up for the season, and we’re here for it at DL1961.
We love seeing a renewed appreciation for tradition, designs that let babies simply be babies: soft colors, timeless prints, and quality fabrics that capture the delicate, fleeting moments of early life.
—LILIANA
AND CECILIA POLO, CO-OWNERS
A female-led family business born in Peru, Baby Club Chic represents a heartfelt legacy, where design precision and quality manufacturing come together. Every collection is made from fine 100% Peruvian Pima cotton, designed to surround
babies in softness, love, and timeless style. With delicate prints made by artists around the world, thoughtful details, and a deep respect for Peruvian excellence, the brand’s ethos is rooted in family, authenticity, and care.
BABY/TODDLER APPAREL
Baby Club Chic
ON TREND Nauti and Nice
Classic prep gets a nautical twist so youngsters can set sail.
Molo
ON TREND
Lucky in Love
Newness; Shoes: Pisamonas
Mini
Melissa Baby Club Chic
Canada House; Shoes: Pisamonas
Planet Sea
Molo
Singing Bluesthe
Thought autumn had a claim on denim? These pieces prove jeans have warm-weather appeal.
Appaman
Rag & Bone
ON TREND
Make 2026 your brand’s biggest year with Earnshaw’s Kids. From print ads in Earnshaw’s Kids magazine to digital placements, eblasts, and our newsletter, our platforms connect you directly with the buyers, brands, and retailers shaping the children’s market.
LET’S BUILD A CUSTOM 2026 PLAN THAT GETS YOUR MESSAGE SEEN—AND REMEMBERED.
Contact Noelle Heffernan for 2026 advertising opportunities noelle.heffernan@wainscotmedia.com Earnshaws.com
DL1961
Details In the
Bows, appliqués, and special embroidered touches elevate spring staples.
Caption here
Balmain
Planet Sea
Abel & Lula
Mini Melissa
Molo
Petite Hailey
Junior Varsity
From letterman jackets to jerseys and tennis separates, Spring ’26 is equal parts sporty and nostalgic.
Baby Club Chic
Molo
ON TREND
Lucky in Love
Bugatti
RUNWAY
EARNIE PROFILES 2025
RETAILER OF THE YEAR
Sister, Sister
Between running their successful Fort Worth boutique, ecommerce business, and new proprietary brand, Collins + Conley owners
Ashley Watten and Sarah Leafgren are firing on all cylinders.
BY ANN LOYND BURTON
MANY COMPANIES CALL themselves a family business. Perhaps none have a right to say so quite as much as Fort Worth children’s store owners Ashley Watten and Sarah Leafgren.
Now sisters-in-law, Watten and Leafgren met in 2009 when they worked together at a Christian summer camp in East Texas. The two became fast friends, especially when Watten’s parent’s house became the landing point for Leafgren and other college students who couldn’t make it home for the holidays. When Leafgren was a bridesmaid in Watten’s wedding, she connected with a handsome groomsman, Watten’s brother Kyle (who had his eye on Sarah over those many holidays spent together at the Watten family homestead).
“Kyle and I got together at Ashley and Trey’s wedding,” Leafgren explains. “We got married in 2015. Now, Ashley and I live next door to each other, share a fence, and have six kids between us. That’s how we teamed up!”
As the friends and sisters-in-law were trying to start families, they both dreamed about shopping for their babies. When they became pregnant, they couldn’t find a store locally where they could find all the brands they wanted in one place. As it turns out, Watten’s parents, Craig and
Denise Leafgren, were having the same thoughts as they shopped for their two grandchildren on the way.
In 2019, when the group realized they were harboring the same dream to open a children’s store (at the time, Watten was teaching and Leafgren was working as a nurse), they came together to launch Collins + Conley (named for their first-born children) as an ecommerce boutique. In 2021, they had an opportunity to do a short-term pop-up in a high-end retail space in Fort Worth called Clear Fork. The pop-up was such a hit that it was extended from 10 days to a month, and eventually to a permanent location.
“Having a brick-and-mortar store changed our perspective with customers,” Leafgren explains. “We really got to see and know them, grow relationships, and create a community where they can come in and we can watch their babies grow up. There’s a customer connection we miss online.”
“Collins + Conley is the first place customers come when they have a newborn because they know we don’t care if the baby is crying,” Watten adds. That family atmosphere extends to leadership, where it’s all hands on deck. Now, Watten and Leafgren are the forward-facing part of the business, while Craig and Denise handle administrative
EARNIE PROFILES 2025
tasks. Craig is also the muscle and the store’s social media star. “Every mom in Fort Worth loves my dad,” Watten laughs.
Growing from an ecommerce business has allowed the boutique to understand the industry at every angle. Now, the bulk of sales have moved in-store, but Collins + Conley still attributes roughly 20–30% of sales to ecommerce. The team has recently upgraded the website to be more in alignment with what Watten calls “the magic of the in-store experience,” and they’ve hired a social media strategist.
“Craig is our social media star and people love and know him,” Leafgren says. “They see him on an Instagram reel, but then they get to see him in the store, and that person becomes a repeat customer. That’s a huge piece of the puzzle as far as ecommerce.”
“It brings in that community aspect,” Watten agrees. “We are a family, and we want everyone to feel part of that. I feel like we’ve been able to accomplish that online. We need to be clear it’s from us and not just someone running our account.”
While growing ecommerce is a priority to scale for Collins + Conley, Watten and Leafgren have also been busy with the launch of their own brand, Hollis Baker (named after their second-born children), which debuted in 2024. “We carry the most phenomenal brands at Collins + Conley, but there’s always that ‘I wish there was this [specific product],’” Watten says. “Having our own line was always a dream that we had.”
Since launching wholesale in January of this year, the duo truly experiences the industry from every angle. “Between shopping for Collins + Conley and exhibiting for Hollis Baker, we feel like we live at market,” Watten laughs. “We have a showroom at Dallas Market Center with a couple of other brands as well, so it feels like we have a home there.”
Of course, the team is also able to stock Hollis Baker in their own store, along with tried-and-true brands like Pink Chicken, Angel Dear, Properly Tied, Rylee + Cru, Jellycat (which the owners say quite literally flies off the shelves), Courtside Kids, and Sweet Wink. Between working with other brands and bolstering the shopping community locally in Fort Worth, the pair experiences an atmosphere of collaboration rather than competition.
And for navigating current market tumult on all fronts, Watten and Leafgren are keeping the ship steady and being careful not to have any knee-jerk reactions. “Most
Collins + Conley owners Ashley Watten and Sarah Leafgren with their families
of our dearest friends are small business owners, and we’re always brainstorming together,” Leafgren says. “This business is ever-evolving, but we’re never alone in this.”
Indeed, they are feeling positive about Spring 2026 and predicting a strong season for rich color, Western elements (which have been holding strong), classic Americana aesthetics, and athleisure. Watten and Leafgren are opening a second showroom in Atlanta for Hollis Baker, and as for another Collins + Conley location, they aren’t ruling it out as a future possibility.
Thankfully, they have heirs ready to take on the helm. Watten notes that their kids love being at the store and say they want to own Collins + Conley some day. “We have worked very hard, but it’s such a gift,” Leafgren says. “Wow, this is what we get to call work.”
“I wouldn’t trade it for anything,” Watten agrees.
A heartfelt thank you to our wonderful retail partners for believing in Baby Club Chic.
Your support inspires us every day to continue creating timeless, 100% Pima cotton pieces that celebrate the softness and beauty of being a baby.
EARNIE PROFILES 2025
Sebastien de Hutten with his sister and fellow Playtime visioinary Marie Czapska
LIFETIME ACHIEVEMENT AWARD: SEBASTIEN DE HUTTEN
Family Values
With a career that began in childhood, Playtime & Kid’s Hub CEO Sebastien de Hutten’s legacy is truly a lifetime achievement.
BY ANN LOYND BURTON
SEBASTIEN DE HUTTEN’S career in the fashion industry began at 10 years old when his mother, Hortensia de Hutten, enlisted him and his sister Marie (now Marie —Czapska) to help put together fashion trend books for her work as a stylist. “We cut out articles and pasted images onto boards,” de Hutten remembers. “My childhood was filled with lots of fantasy, lots of exuberance and happy-go-lucky attitudes, and above all, lots and lots of hard work.”
As Hortensia’s career progressed, she decided to help a new generation of women’s fashion designers make a name for themselves by starting a PR firm. “One thing led to another, and she launched the Workshop trade show,
which was then the first trade show for women’s fashion designers in Paris,” he explains. “It was an instant success.”
The young de Hutten jumped into the family business, assisting with marketing and show organization while also continuing his studies and beginning a career as an opera singer. “It was like being Dr. Jekyll and Mr. Hyde, but so much fun,” he laughs. The show began dedicating a small space on the floor to children’s fashion, and eventually, the team launched Playtime Paris in 2007 with Sebastien as show director and Marie serving as artistic director. “The new concept was to launch a lifestyle show — a word that wasn’t used much at the time — rather than a pure fashion
EARNIE PROFILES 2025
trade show,” de Hutten remembers. “Decor, toys, and childcare products were included from the very start.”
Playtime Paris also brought in artists to make the show an inspiring event that was more akin to a concept store than a traditional trade show. From the outset, the show was very selective in its brand assortment, a concept that continues to direct de Hutten’s leadership. Hortensia remained actively involved, as well, until her passing in 2013. Today, Playtime has a strong but nimble team of 18 that spans across culture and continents to represent the diversity of the brand’s markets.
“It is essential that I express how much I admire the team I work with, without whom nothing would get
done,” de Hutten adds. “They are a daily source of inspiration, and I find remarkable the enthusiasm with which they tirelessly champion the brands we work with around the world.” (Playtime is currently active in New York and, most recently, Los Angeles, but it has had a presence in Tokyo, Berlin, and Las Vegas over the years, as well.)
“All the decisions we make, while keeping in mind the needs of the company, must above all benefit the brands and the buyers,” he says. “This is the professional ethic we have set for ourselves, to which I am deeply committed.” And as Playtime has continued to grow, de Hutten has taken care to tailor each show to its individual market.
“Born in the United States to a Bolivian mother and a Polish father, raised in Hong Kong and then in France, I have experienced cultural diversity since childhood, and I understand that different markets cannot be approached in the same way,” he explains. “You don’t come to New York with a strictly European selection. You adapt, but you also decide to innovate and gradually change people’s habits by introducing new elements.”
That has been the guiding principle for Playtime & Kid’s Hub New York since its inception 15 years ago. De Hutten wanted to make the show quintessentially American while bringing the creative touch that made the Paris show so successful and that had not existed in any other U.S. trade show prior. He enlisted the help of Global Beginnings co-founders Clare Posnack and Louise Connor to share their deep knowledge of the local market. “It was certainly not a linear journey; the creation of Playtime New York was a roller-coaster ride, but we hung on,” he says. “Certainly nothing is set in stone, and we challenge ourselves every season to make
Playtime Paris
sure that each show is a success for the brands exhibiting, a source of inspiration, and a working environment in the best possible conditions for buyers.”
In this innovative spirit, the team recently launched the Tiny Show On Tour, which debuted last season in Los Angeles. This new mini-trade-show concept functions like a traveling showroom where a selection of brands can exhibit at a reasonable cost and meet buyers on a more local level. “Demand exceeded our expectations,” de Hutten says of the Los Angeles event. “We even had to turn down a number of brands, and the meeting with buyers was a success.”
In an increasingly digital world, de Hutten acknowledges the growth of this very physical event may seem odd. (Though Playtime has innovated technology as well, like
launching the OrderWizz order management platform to allow buyers to discover new collections remotely.) Despite the digital evolution, he says, “none of this has changed one fundamental thing: trust is built through physical encounters. It’s easy to remember the frustration that so many people felt during Covid when they could no longer meet in person, and it was an opportunity for many people to remember how essential physical trade shows were to the market.”
In fact, the summer 2025 edition of Playtime & Kid’s Hub saw more than 3,100 buyers and professional visitors, figures that exceed even pre-Covid numbers. “We see the collections, we touch them, we talk to each other, we discuss, we negotiate, we see a selection in just a few days that quickly gives us a clear idea of the trends in the market, we exchange and store a considerable amount of information in a very brief period of time,” he offers. “In short, the physical experience is more than ever indispensable in the very confusing digital world that we live in.”
Looking forward, de Hutten expects the Los Angeles edition to continue for another season and hopes to launch the Tiny Show On Tour in a new country. The team is also launching a new app for a more seamless show experience and will continue to develop OrderWizz, which the showrunner says “has become an exceptional ordering platform.” The latest developments will open up ordering to the women’s and men’s markets. Playtime has also brought on its first ambassador, photographer and content creator Claudia Cabrero. “Not a season goes by without us trying to bring something new to the table,” de Hutten says. “That’s the plan!”
The Tiny Show on Tour Los Angeles
FINAL CUT Smells Like Tween Spirit
Thanks in part to social media, as well as the very real dropping age of puberty, tween spending has skyrocketed in recent years. And, from babysitting cash to revenue from social media, some of this spending is from tweens’ own funds. According to the Wall Street Journal, tweens aged 8-12 have learned to shop for themselves online. This has translated to elevated fashion in this category with styles that have more in common with the women’s market than their younger counterparts. (Read Best Tween Earnie winner Lucky in Love’s perspective on this on page 4)
On the runway at Glam Z Gala, held this past October in Los Angeles, brands like Meet Marie and Preppy Palette showed sophisticated tween collections for Spring ’26 that included upscale athleisure, coordinated separates, and flirty ruffled dresses.
By Earnshaw’s Kids Staff; photos by Emily Koryna for Glam Z Gala
