3A Brands took part in the ninth edition of Toys & Baby Milano (10–11 May, Allianz MiCo), the leading B2B event in Italy for the early childhood, toy and stationery sectors. The edition closed with 5,230 international buyers (+4% on 2025), 280 exhibitors — 25% of them from outside Italy — and 16,500 sqm of exhibition space.

At stand D20 – E19, 3A presented at the fair for the first time its full baby and kids portfolio of the brands it distributes exclusively for Italy through the licensee group Haddad: Huggies, Jordan, Nike, Converse and Hurley. A significant step forward from its first appearance in 2025, which covered the Huggies brand alone, confirming the company’s growth strategy in the segment and its aim to offer the retail channel an integrated apparel and accessories proposition.

Huggies kept a central role in the display, with a focus on the newborn apparel line in certified organic cotton, designed to meet the highest standards of quality and safety the market demands.

The two days provided a qualified setting for direct dialogue with buyers and industry professionals, once again proving a strategic moment to consolidate existing partnerships and open up new commercial opportunities.