Research from Akeneo found that more than two thirds of Google searches now end without a click to any external website, rising to around 80% where an AI summary appears. If your product data is thin, you are not slipping down the results. You are absent from the answer.

There is a working summit on circularity in London next month, with roundtables on resale, takeback, digital product passports and the economics of it all. Maternity, baby and children's product has every structural advantage the conversation needs. We are in the room. We are just not loud enough in it yet, and that is worth changing.

The EU's new Toy Safety Regulation will require a digital product passport on every toy. For brands early in their journey it is a chance to embed good practice from the start, rather than reverse-engineer it later. Here is why passports must be third-party verified, why not to build one in-house, and how to make it a marketing tool.

From 10th October 2026, PFHxA and related PFAS are banned above trace levels in clothing, footwear and accessories sold into the EU and Northern Ireland, hitting water-repellent coatings on puddle suits, rain coats and school shoes. Why PFAS in children’s clothing was used, why it is being restricted, the PFAS-free alternatives, and the questions to ask your supplier now.

From 19th July 2026, large companies selling into the EU can no longer destroy unsold clothing, footwear and accessories, not by landfill, incineration or shredding. Here is why brands destroyed unsold stock in the first place, why the economics pushed the wrong way, and how curated resale keeps product in use and pays far more than a liquidator.

Which? found 150 potentially unsafe baby products on Amazon, Etsy and TikTok Shop, and the BTHA found 90% of marketplace toys fail UK safety tests. On Shein and Temu, almost every children’s product tested failed. Here is what is driving the surge in unsafe children’s products online, why a safety mark is no longer proof, what the coming UK reform means for brands, and what parents should look for before they buy.