When children and parents are taken care of, every event gets a little better.
Weddings, company parties, trade fairs and conferences get a lot of thought: technology, catering, program. Parents don’t always make the list. Those who bring a child are in the room but only half listening, because one eye is always on the little one. And some don’t come at all because they have no childcare.
That’s the gap kindsein. Die Kindereventagentur (the children’s event agency) has specialized in. Founder Selina Schmahl talks about how an idea from her student days grew into a team working across Germany, why the first five minutes decide everything at children’s events, and what good childcare changes about taking part in an event.
Selina, how did the idea for kindsein come about, and what did you do before?
I studied social work and more or less founded the company during lectures. At first, the idea was to plan and run children’s birthday parties. Over the years, that grew into childcare at events, because venues, couples getting married and companies kept asking whether we could do the same for them.
We’re now in our fourth year as a children’s event agency, working with a permanent team across Germany. Besides weddings and company parties, we also look after trade fairs, conferences and seminars. We’re also on site in coworking spaces and companies as an employee benefit.
How does communication with clients and guests work?
Our clients are couples getting married, companies, event agencies or venues. They mostly find us through recommendations, our website or social media. The guests, or rather the parents, then hear about it from the host: through the invitation, a registration in advance, or simply on site when they see the childcare area.
Beforehand, we clarify the children’s ages, how many there are and the times, so that staff and materials are right.
Have you noticed a shift since you started because of digitalization?
Yes, mainly in advertising. Almost all inquiries now come in through Instagram and LinkedIn. People want to see how we work and who we are before they get in touch. For that, they also need impressions of the finished result, which they find on Instagram.
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What are the biggest challenges at events with children?
Winning the trust of the children and the parents in the first five minutes. Parents hand their child over to strangers, and the children are in an unfamiliar environment. That’s why everything we do is built around this:
- a fixed staff-to-child ratio
- fixed contact persons
- trained staff
- flexibility in every respect
Are there plans to expand?
Yes. We started in the Rhine-Main area, and in 2026 Berlin became our second location. The bigger step, though, is the pop-up daycare as an employee benefit for companies. It means we don’t just offer childcare at individual events, but regular childcare where parents work and where care is missing at certain times.
What do you enjoy most about your work?
The moment the children arrive and see that someone has thought of them! And the parents, when they realize they can take a breath for once. We also create a place where parents can meet.
Then there’s the team. It’s wonderful to see how an idea from my student days turned into such a great team.
kindsein at a glance
- Services: Childcare at weddings, corporate events, trade shows, conferences, and seminars; childcare as an employee benefit at companies and coworking spaces
- Locations: Rhine-Main region and Berlin; services available throughout Germany
- New: Pop-up daycare as a regular childcare service for companies
- Web: kindsein-events.de · Instagram · LinkedIn
Conclusion: it pays to plan for children
Childcare at events is much more than a play corner at the edge of the room. Whether it’s a wedding, a company party, a trade fair or a conference, when children are considered from the start, everyone benefits. The children feel welcome, the parents can celebrate or work in peace, and hosts create an event the whole family remembers fondly.
Above all, it comes down to trust. And trust comes from good preparation and an experienced team.
What matters in planning
- Clarify early: the children’s ages, how many there are and the times
- Inform parents: in the invitation or through a registration in advance
- Focus on quality: a fixed staff-to-child ratio, fixed contact persons and trained staff
- Plan the space: a dedicated area where children feel comfortable and parents can meet
