For brands that carefully evaluate every investment in marketing, sales, and business expansion, this question has become increasingly relevant. The answer, especially in the children’s market, remains positive.
When a company participates in the right event, that investment translates into connections with qualified buyers, new business opportunities, stronger market positioning, and real revenue potential.
Few sectors reflect this dynamic as clearly as the children’s market. According to Sebrae, Brazil’s children’s sector generates around R$16 billion per year, with an average annual growth rate of 14%. When analyzed more broadly, including related products and services, this economic impact exceeds R$50 billion annually.
With a market in constant development and an increasingly dynamic supply chain, participating in specialized events has become an increasingly strategic decision for brands looking to grow. The numbers from FIT Pueri Expo help demonstrate why this investment continues to deliver returns.
How the children’s market strengthens ROI in business events
The children’s market continues to show steady momentum, driven by shifts in consumer behavior, growing demand for innovation, higher expectations around quality, and the expansion of categories linked to baby care, fashion, toys, accessories, technology, and retail solutions.
In this context, FIT Pueri Expo has established itself as a strategic platform by bringing together launches, solutions, and technologies that reflect evolving family consumption habits and the ever-changing demands of the children’s retail market.
The 2026 edition reinforced this position by reaching record participation. The event welcomed 14,000 visitors, up from 12,000 in 2025, representing approximately 17% growth year over year. The trade show also featured 220 exhibiting brands operating in both domestic and international markets, further strengthening its position as the leading children’s industry event in Latin America.
This growth creates an even more favorable environment for exhibitors to build relationships, generate leads, and strengthen commercial ties with professionals looking for new products, suppliers, and business solutions.
Which indicators show whether ROI in business events was worth it
ROI does not always appear in contracts signed during the days of the event itself. In many cases, the best results begin with a meaningful conversation at the booth, a strategic meeting, or a contact that develops into opportunities in the weeks that follow.
That is why looking only at immediate sales can limit the analysis. Measuring ROI more effectively means tracking indicators that reveal the real impact of participating in an event. Some of the most important include:
| Indicators | ROI Impact |
| Qualified audience | Increases business opportunities |
| Strategic buyers | Improves conversion potential |
| Networking | Creates new opportunities |
| Specialized content | Strengthens positioning |
| Market timing | Supports negotiations |
ROI in business events is reflected in the quality of connections
The ROI of a trade show starts being built long before the event opens. Strategy, preparation, and clear objectives directly influence results.
That is why, before investing, companies need to define what outcomes they aim to achieve. For some brands, the focus is on driving sales and opening new sales channels. For others, the goal may be product launches, market positioning, or building relationships with strategic buyers.
These priorities shape the entire participation strategy and make results easier to measure.
At FIT Pueri Expo, data from the 2026 edition clearly illustrates how ROI in business events translates into concrete performance indicators. The event recorded a new buyer attendance record in its business matchmaking sessions, growing from 24 participating buyer brands in 2025 to 54 in 2026, an increase of 125%.
This represents a significant jump in the presence of qualified buyers at the event. For exhibitors, this means greater potential for relevant meetings, active negotiations, and direct contact with companies seeking new products, suppliers, and partnerships.
In addition, 58% of exhibitors reported satisfaction with the business matchmaking sessions, while 74% of visitors expressed satisfaction with the networking opportunities and audience quality. This becomes even more meaningful considering that most visitors attend the event with business generation as a primary goal.
These indicators show that ROI is not measured solely by foot traffic on the show floor, but mainly by the quality of interactions and the commercial potential generated during the event.
The next edition brings even greater business potential
If the results of the latest edition already highlight FIT Pueri Expo’s strong ROI potential, the next edition brings new factors that can drive even more business opportunities.
In 2027, FIT Pueri Expo will take place from April 6 to 8 at Distrito Anhembi in São Paulo, during one of the most strategic weeks in Brazil’s business events calendar.
In addition to the synergy with other children’s industry events taking place in São Paulo during the same week, the next edition will also run alongside Anuga Select Brazil, one of Latin America’s leading food and beverage trade shows.
This creates even more valuable opportunities to connect with retailers, distributors, wholesalers, and purchasing decision-makers across different sectors, supporting business generation and market expansion.
For exhibiting brands, this means access to an even larger concentration of buyers in São Paulo, stronger strategic connections, greater visibility for product launches, and an even more favorable environment to accelerate commercial results.
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