Rubies Kids: Everyday costume concepts for children

Within its overall range, Rubies is deliberately pursuing a different approach with its Kids line. The focus is on garments that are designed to look like costumes but can be worn as normal children's clothing in everyday life. At the trade fair, it quickly becomes clear that these are not classic costumes, but an independent product line that combines play, fashion, and safety.

Differentiation from classic costumes

Unlike traditional carnival or Halloween costumes, the products in this line are designed to be worn outside of special occasions. Children can wear them at kindergarten, while playing or in everyday life without looking permanently “dressed up.” The central idea behind this is to combine imaginative motifs and playful elements with a design language suitable for everyday use. This distinction is not only a question of design, but also of function. Classic costumes are legally classified as toys and are often only used on certain occasions. Kids' products, on the other hand, should be able to be worn regularly and fit naturally into children's daily routines.

Safety standards as a fundamental concept

A key difference from conventional children's clothing lies in the testing requirements. While everyday clothing is usually assessed exclusively according to textile guidelines, costumes are also subject to toy standards. The Kids line is tested according to both standards. Materials, seams, prints, and appliqués must therefore meet stricter criteria than comparable fashion items. This is an important aspect for parents. Skin compatibility, workmanship, and safety play a central role, especially for younger children. The double testing deliberately positions this line as an alternative to similar fashion items that may look comparable but are not subject to the same safety requirements.

Target groups and thematic focus

At first glance, it is noticeable that part of the collection is more tailored to girls. Colors, cuts, and motifs reflect this focus. At the same time, it becomes clear in conversation that the line is not exclusively limited to one target group. There are also products for boys, but these take up different themes. Instead of classic fairy tale motifs, the focus here is often on vehicles, adventures, or fantasy characters. This differentiation is based on the observation that younger boys also like role-playing games, but often respond more strongly to functional or “cool” motifs. The design is thus clearly oriented toward everyday experiences and usage habits.

Further development and expansion of the line

The kids' line is not seen as a finished concept. New designs, additional themes, and a wider selection are expressly planned. The trade fair serves as a platform for gathering feedback from retailers and identifying trends at an early stage. The combination of everyday practicality and playful character opens up new possibilities in the long term. Children can wear their favorite motifs not only on special occasions, but also integrate them into their everyday lives. At the same time, the playful idea that fundamentally characterizes dressing up is retained.

• Clothing suitable for everyday use with a playful dressing-up character
• Double testing in accordance with textile guidelines and toy standards
• Clear focus on safety, workmanship, and material quality
• Expandable range for different age groups and themes

Classification in the overall portfolio

The kids' line is a useful addition to the existing range. While event and licensed costumes are strongly linked to specific occasions, this concept creates a bridge to everyday life. Here, dressing up is not seen as an exception, but as a natural part of a child's world. For Messe.TV, this article shows how classic costume and toy suppliers are evolving. Suitability for everyday use, safety, and imagination are not seen as opposites, but are deliberately combined – and that is precisely what makes this approach so special.